Customer Satisfaction and Revisit Intention towards Fast Food Restaurants in Sri Lanka

9 Pages Posted: 18 Nov 2021

See all articles by M.A.K. Sriyalatha

M.A.K. Sriyalatha

University of Sri Jayewardenepura

P. J. Kumarasinghe

University of Sri Jayewardenepura

Date Written: October 18, 2021

Abstract

This study aimed at examining factors that effect of food taste, food quality, service quality, perceived price, responsiveness, restaurant environment on customer satisfaction and revisit intention. Data were collected through a structured questionnaire survey of fast food restaurant customers in a selected metropolitan area from Colombo district and students from University of Sri Jayewardenepura. The data were analyzed using SPSS 21.0 and R Studio 3.5.1 software. The study has found that food quality and perceived price are the important antecedents of restaurant customer satisfaction. Further, the results clearly showed a significant role of customer satisfaction on revisit intention and crucial impact of perceived price on customer satisfaction. In addition, revisit intention towards the fast food restaurant is directly influenced by food tastes. This study collected data from two selected groups; students from University of Sri Jayewardenepura and one metropolitan area, and data has analyzed further based on demographic characteristics further to confirm the results. Therefore, this study provides valuable insight to restaurant managers on attracting, retaining and satisfying their customers.

Keywords: Revisit Intention, Customer Satisfaction, Perceived Price, Fast Food Restaurants

Suggested Citation

Sriyalatha, M.A.K. and Kumarasinghe, P. J., Customer Satisfaction and Revisit Intention towards Fast Food Restaurants in Sri Lanka (October 18, 2021). Available at SSRN: https://ssrn.com/abstract=3944442 or http://dx.doi.org/10.2139/ssrn.3944442

M.A.K. Sriyalatha (Contact Author)

University of Sri Jayewardenepura ( email )

Nugegoda
Gandodawila
Gangodawila, Nugegoda 10250
Sri Lanka

P. J. Kumarasinghe

University of Sri Jayewardenepura ( email )

Nugegoda
Gandodawila
Gangodawila, Nugegoda 10250
Sri Lanka

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