The Impact of Restaurant Service Quality on Online Word-Of-Mouth of Customers in Ho Chi Minh City: The Mediating Role of Customer Satisfaction

Abstract

The study aims to investigate the impact of restaurant service quality on electronic word-of-mouth behavior of customers in Ho Chi Minh City: the mediating role of customer satisfaction. The author conducted a survey using convenience sampling method on 216 customers and analyzed and tested the data using structural equation modeling (SEM). The results of the study indicate that physical quality and staff attitude/behavior have an impact on customer satisfaction. Additionally, customer satisfaction is found to be a precursor to online word-of-mouth. Based on these findings, the author proposes solutions to enhance customer satisfaction and promote electronic word-of-mouth behavior.