Satisfaction and revisit intentions at fast food restaurants

Abstract This study is to identify the positive association of food quality, restaurant service quality, physical environment quality, and customer satisfaction with revisit intention of customers at fast food restaurants. Additionally, word of mouth is investigated as moderator on the relationship of customer satisfaction with revisit intentions of customers at fast food restaurants. Data were collected through a questionnaire survey from 433 customers of fast food restaurants through convenience sampling. Hypotheses of proposed model were tested using structural equation modeling with partial least squares SEM-PLS in SMART PLS 3. The results confirmed the positive association of food quality, restaurant service quality, physical environment quality, and customer satisfaction with revisit intentions of customers at fast food restaurants. However, word of mouth does not positively moderate the relationship of customer satisfaction with revisit intentions of customers at fast food restaurants. This study emphasizes the importance of revisit intention as a vital behavioral reaction in fast food restaurants. This study reveals revisit intention’s positive association with food quality, restaurant service quality, physical environment quality, and customer satisfaction based on stimulus-organism-response (S-O-R) theory. Furthermore, it is identified that social conformity theory does not hold its assumption when consumers experience quality and they are satisfied because word of mouth does not moderate the relationship of customer satisfaction with revisit intention of customer.