Customer Satisfaction Affecting Behavioral Intention to Repurchase at Fast Food Restaurant in Bangkok, Thailand

Abstract

The objective of this research is to study factors affecting to behavioral intention to repurchase at McDonald’s in Bangkok, Thailand, while independent variables are perceive value, restaurant image, food and beverage quality, service quality, customer satisfaction and dependent variable is behavioral intention to repurchase. The data was collected by distributing questionnaires to 300 respondents at MBK Center and Siam Paragon branches in Bangkok. The sampling procedure used judgment sampling, quota sampling, and convenience sampling. When data are collected, the researcher will analyze the data by using the Statistical Package for Social Science (SPSS) software. Also the multiple regression and simple regression are used to analyze the relationship among dependent and independent variables based on hypotheses. And the researcher used descriptive statistics to provide percentage and frequency, which is usually used to analyze demographic factors. The result of this research shows that all most of independent variables are influenced on behavioral intention to repurchase, but three two sub-variable are not influenced on behavioral intention to repurchase, which are assurance and employee knowledge and responsiveness of service delivery in term of service quality.