Research on the Impact of Service Quality, Price, and Environment on Customer Loyalty towards Restaurants in Ho Chi Minh City

Abstract

Research aimed to examine the impact of service quality, price, and restaurant environment on customer satisfaction and loyalty towards restaurants in Ho Chi Minh City. The author conducted a survey of 309 customers using a convenient sampling method and employed structural equation modeling (SEM) analysis and testing. The research results indicated that service quality, price, and restaurant environment all have an influence on customer satisfaction. Additionally, customer satisfaction was found to be a precursor to customer loyalty towards the restaurants. Based on these findings, the author proposed solutions to enhance customer satisfaction, thereby maintain and strengthen customer loyalty.