SATISFACTION IN THE QUALITY OF PRODUCTS AND SERVICES OF LOCAL RESTAURANTS AND PURCHASE DECISIONS AND REPEATS OF SERVICE EMPLOYMENTS IN THE SOUTHERN REGION

Abstract

The purposes of this study were to compare satisfaction in the services of local restaurants in the southern region; to investigate influencing factors of the satisfaction towards the services of the local restaurants in the southern region; and to examine influencing factors of opportunities for repeats of service employments at the local restaurants in the southern region. This study implemented the American Customer Satisfaction Index as its conceptual framework. Survey data were collected from 446 respondents, including school students and university students in the southern region who were selected by a stratified random sampling. The questionnaire data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that customers of both local restaurants in the southern region demonstrated indifferent satisfaction towards the services; the influencing factors of consumer behaviors in the local restaurants in the southern region with statistical significance included quality perception, value perception, and image; and the influencing factors of opportunities repeats of service employments at the local restaurants in the southern region with statistical significance included satisfaction and complaint reporting.