The Impact of Quality Factors in Chinese Chain Restaurants on Brand Preference, Consumer Satisfaction, and Intention to Revisit

Chain restaurants are an inevitable product of specific developments in the restaurant industry.This study aims to analyze the impact of quality factors in chain restaurants on brand preference, consumer satisfaction, and intention to revisit as factors determining brand preference and consumer satisfaction, product quality, service quality, brand attitude, and brand image were differentiated.To achieve the research objectives, a survey targeted Chinese consumers who frequently dine out.SPSS 23.0 was used for basic statistical analysis of the survey data, and Smart PLS 4.0 was employed for hypothesis testing.The study's summarized results are as follows: Firstly, product quality significantly impacted brand preference and consumer satisfaction.Secondly, service quality had a significant impact on brand preference and consumer satisfaction.Thirdly, brand attitude had a significant impact on brand preference and consumer satisfaction.Fourthly, brand image has a significant impact on brand preference and consumer satisfaction.Fifthly, both brand preference and consumer satisfaction had a significant impact on revisit intention.Through a comprehensive analysis of the chain restaurant business and the collection of consumer feedback, the relevance of quality factors between brand preference, satisfaction, and revisit intention is revealed.The results of this study are expected to provide valuable insights for the Chinese chain restaurant industry, optimizing service quality, increasing consumer satisfaction, and enhancing revisit intention.