Customer Satisfaction and Customer Loyalty of Services Provided by International Brand and National Brand of Japanese Restaurant Business: The Case Study of Fuji and Zen in Bangkok area

Abstract

The purposes of this research were to ; study factors that influence customer satisfaction and customer loyalty of services provided in Japanese restaurants categorized as international brand and national brand ; and to estimate the satisfaction level of customers in the services of Japanese restaurants categorized as international brand and national brand and to create a comparison index of the satisfaction levels between the services provided at international brand and national brand Japanese restaurants. Research Methodology uses the quantitative research methodology with the application of American Customer Satisfaction Index ( ACSI ) to collect information through online questionnaire. The data is analyzed using statistical methods to measure the satisfaction level of customers based on the Likert Scale to test the reliability of the questionnaire. Factor analysis was done by applying the Principal Component Analysis ( PCA ) and Cronbach Alpha analysis method by Stratified Sampling from customers of the Japanese restaurants, Fuji and Zen in Bangkok province, with a total number of 823 participants and comparing various factors, categorizing the demographic information by using Independent Sample T - test and testing the hypothesis of research by using Pearson Correlation method. Major research findings were; factors that influence customer satisfaction and customer loyalty of services provided in Japanese restaurants categorized as international brand and national brand, consist of 6 components which are : Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and Customer Expectations is the initial factor that has a positive influence on Perceived Quality and these two factors constantly have a positive influence on Perceived Value being worth the money spent on the services. These three factors constantly have a positive influence on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01.