The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction
| dc.contributor.author | Yang, Yuqin | |
| dc.contributor.author | Rojniruttikul, Nuttawut | |
| dc.date.accessioned | 2026-08-06T10:49:56Z | |
| dc.date.available | 2026-08-06T10:49:56Z | |
| dc.date.issued | 2025-01-01 | |
| dc.description.abstract | This study examines the influence of differential added food values and basic food values on customer satisfaction and subsequent loyalty within Chinese Brand Chain Restaurants. Drawing on a convenience sampling approach, data were collected from 385 customers who recently patronized Chinese Brand Chain Restaurants. The research instrument, a structured questionnaire, captured perceptions related to food values, customer satisfaction, and loyalty, alongside demographic profiles. Descriptive and inferential statistical analyses were conducted to explore relationships between variables and test hypotheses. Results indicate that occupation, differential added food values, basic food values and the interaction between differential added food values and basic food values significantly impact customer satisfaction. Furthermore, customer satisfaction positively predicts food loyalty and restaurant loyalty. Mediation analysis suggests that customer satisfaction mediates the effects of food values on loyalty. The findings underscore the importance of offering diverse and high-quality food options to meet customer preferences and enhance satisfaction, ultimately fostering loyalty. Recommendations for Chinese Brand Chain Restaurants include prioritizing food quality, implementing loyalty programs, and embracing sustainability and digitalization initiatives to remain competitive in the evolving restaurant landscape. | |
| dc.identifier.citation | Review of Integrative Business and Economics Research, 14(3), 115-127, 2025 | |
| dc.identifier.issn | 24146722 | |
| dc.identifier.other | 2-s2.0-105006846942 | |
| dc.identifier.uri | https://dspace.kmitl.ac.th/handle/123456789/16660 | |
| dc.source | Review of Integrative Business and Economics Research | |
| dc.subject | Brand chain restaurants | |
| dc.subject | Customer satisfaction | |
| dc.subject | Food values | |
| dc.subject | Loyalty | |
| dc.title | The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction | |
| dc.type | Article |