| dc.description.abstract | The purpose of this study is to examine the factors of brand awareness, food quality, service quality, restaurant environment and price that influenced customer satisfaction and revisit intention towards McDonald’s in Ho Chi Minh City. To attain the objectives of this study, research questions and six hypotheses are developed and tested. Furthermore, each hypothesis is measured accordingly and results obtained are subsequently explained.
Other than that, literature reviews are included in this study as to provide better understanding towards the influential factors on dining experience as well as provide justification towards the research questions and research problems.
Primary data were collected through survey questionnaire for this study purposes and 300 sets of questionnaire were distributed to the target respondents which are from 18 to 35 years old age. By using Statistical Package for Social Science (SPSS) version 21.0, data collected through survey questionnaires are able to be analyzed and results obtained are discussed in the form of table as well as charts. In addition, major findings of this Study were discussed in order to understand the relationship between brand awareness, food quality, service quality, restaurant environment and Price towards customer satisfaction as well as relationship between customer satisfactions and revisit intention. After this study, I acknowledge that all these factors are important in influencing customer satisfaction, which later customer satisfaction will influence the revisit intention by Vietnamese young customer towards McDonald’s.
Lastly, the limitations faced in this study will be addressed and recommendations will be developed to assist future study in managing these limitation. | en_US |
