Critical Factors Affecting Revisit Intention for the “Feel Restaurant” in Yangon, Myanmar


  • Zin May Zaw
  • Chompu Nuangjamnong


Food Quality, Service Quality, Physical Environment , Quality, Price, Customer Satisfaction, Revisit Intention


Purpose: This research aims to investigate the impact of food quality, service quality, physical environment quality, and price on customer satisfaction and revisit intention at "Feel Restaurant" in Yangon, Myanmar. Research Design, Data, and Methodology: Utilizing primary and archival research approaches, this study examines factors influencing customer satisfaction and revisit intention. Data were collected from 384 respondents enjoying dining at Burmese Restaurants in Yangon. The researcher developed a new conceptual framework and incorporated two frameworks from previous studies to comprehensively determine the key factors influencing customer satisfaction and revisit intention. Results: The research findings reveal that price, physical environment quality, service quality, and food quality significantly affect customer satisfaction. Furthermore, customer satisfaction significantly influences revisit intention. Conclusions: The critical factors impacting the revisit intention of "Feel Restaurant" encompass price, physical environment quality, service quality, and food quality, contributing to customer satisfaction. Moreover, customer satisfaction was identified as affecting revisit intention in this Yangon, Myanmar restaurant. Limitations: Several limitations exist in identifying key factors influencing revisit intention. The study is geographically confined to Yangon, limiting its generalizability to other regions in Myanmar. This research specifically investigates key factors affecting revisit intention at "Feel Restaurant" in Yangon, Myanmar.

Author Biographies

Zin May Zaw

Graduate School of Business and Advanced Technology Management, AU of Thailand

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand


Adam, I., Adongo, C. A., & Dayour, F. (2015). International Tourists’ Satisfaction with Ghanaian Upscale Restaurant Services and Revisit Intentions. Journal of Quality Assurance in Hospitality and Tourism, 16(2), 181-201.

Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of tourism research, 37(1), 52-73.

Ali, D., Alam, M., & Bilal, H. (2021). The Influence of Service Quality, Price, and Environment on Customer Loyalty in the Restaurant's Industry: The Mediating Role of Customer Satisfaction. Journal of Accounting and Finance in Emerging Economies, 7(1), 143-154.

Baek, E., Choo, H. J., Yoon, S. Y., Jung, H., Kim, G., Shin, H., Kim, H., & Kim, H. (2015). An exploratory study on visual merchandising of an apparel store utilizing 3D technology. Journal of Global Fashion Marketing, 6(1), 33-46.

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.

Banerjee, S., & Singhania, S. (2018). Determinants of customer satisfaction, revisit intentions and word of mouth in the restaurant industry-study conducted in selective outlets of South Kolkata. International Journal of Business and Management Invention (IJBMI), 7(6), 63-72.

Brady, M. K., & Cronin, J. J. (2001). Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors. Journal of Service Research, 3(3), 241-251.

Carins, J. E., Rundle-Thiele, S. R., & Ong, D. L. (2020). Keep them coming back: The role of variety and aesthetics in institutional food satisfaction. Food Quality and Preference, 80, 103832.

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology, 9(3), 380-396.

Chen, P.-T., & Hu, H.-H. (2010). How determinant attributes of service quality influence customer-perceived value: An empirical investigation of the Australian coffee outlet industry. International Journal of Contemporary Hospitality Management, 22(4), 535-551.

Chien, M. C. (2017). An empirical study on the effect of attractiveness of ecotourism destination on experiential value and revisit intention. Applied Ecology and Environmental Research, 15(2), 43-53.

Cho, N., & Park, S. (2001). Development of electronic commerce user‐consumer satisfaction index (ECUSI) for Internet shopping. Industrial Management & Data Systems, 101(8), 400-406.

Chun, S. H., & Nyam-Ochir, A. (2020). The effects of fast food restaurant attributes on customer satisfaction, revisit intention, and recommendation using DINESERV scale. Sustainability (Switzerland), 12(18), 7435.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

Dabholkar, P. A. (2015). How to Improve Perceived Service Quality by Increasing Customer Participation. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 483-487.

Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.

Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469-1487.

Frost, L., Valaitis, R., Butt, M., Akhtar‐Danesh, N., & Jack, S. M. (2022). Preliminary instrument development to measure implementing a population health approach in sexual health. Public Health Nursing, 39(6), 1374-1385.

Gholipour Soleimani, A., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1), 1560651.

Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology and Marketing, 35(6), 427-442.

Grunert, K. G. (2005). Food quality and safety: Consumer perception and demand. European Review of Agricultural Economics, 32(3), 369-391.

Haming, M., Murdifin, I., Zulfikar Syaiful, A., & Putra, A. H. P. K. (2019). The application of SERVQUAL distribution in measuring customer satisfaction of retails company. Journal of Distribution Science, 17(2).

Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality and Tourism Research, 33(4), 487-510.

Horng, J. S., Chou, S. F., Liu, C. H., & Tsai, C. Y. (2013). Creativity, aesthetics and eco-friendliness: A physical dining environment design synthetic assessment model of innovative restaurants. Tourism Management, 36, 15-25.

Josiam, B. M., & Monteiro, P. A. (2004). Tandoori tastes: Perceptions of Indian restaurants in America. International Journal of Contemporary Hospitality Management, 16(1), 18-26.

Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422.

Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610.

Maizura, I., Rashid, A., Juraij, M., & Rani, A. (2015). The impact of service quality and customer satisfaction on customer’s loyalty: evidence from fast food restaurant of Malaysia. International Journal of Information, Business and Management, 7(4).

Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence and Planning, 32(3), 311-327.

Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79.

Mill, R. C. (2011). A Comprehensive Model of Customer Satisfaction in Hospitality and Tourism: Strategic Implications for Management. International Business & Economics Research Journal (IBER), 1(6).

Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70-81.

Nitchote, T., & Nuangjamnong, C. (2022). The New Normal Service Quality and Behaviour Food Purchase Intention During COVID-19. AU-HIU International Multidisciplinary Journal, 2(1), 9-20.

Nuangjamnong, C. (2022). Influencing of Online Compulsive Buying and Materialism in Health and Beauty Consequence New Normal Shopping. AU-GSB e-Journal, 15(2), 80-94.

Opportunities for Growth in Myanmar's F&B Industry. (n.d.). Opportunities for Growth in Myanmar’s F&B Industry.'s%20food%20market%20revenue,their%20market%20share%20among%20consumers.

Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of travel research, 56(1), 41-54.

Rajendran, K. N. (2009). Is reference price a fair price or an expected price?. Innovative Marketing, 5(2).

Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 1-12.

Ramanathan, R., Di, Y., & Ramanathan, U. (2016). Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. Benchmarking, 23(2), 469-486.

Röhr, A., Lüddecke, K., Drusch, S., Müller, M. J., & Alvensleben, R. V. (2005). Food quality and safety - Consumer perception and public health concern. Food Control, 16(8), 649-655.

Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.

Saad Andaleeb, S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.

Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A., & ur Rehman, A. (2014). Customer satisfaction in the restaurant industry; examining the model in local industry perspective. Journal of Asian Business Strategy, 4(1), 18.

Shariff, S. N. F., Omar, M., Sulong, S. N., Mohd Abd Majid, H. A., Mohamad Ibrahim, H., Jaafar, Z., & Ideris, M. S. K. (2015). The influence of service quality and food quality towards customer fulfillment and revisit intention. Canadian Social Science, 11(8), 110-116.

Shi, H., & Nuangjamnong, C. (2023). A Quantitative Study of Factors Affecting Customer Satisfaction of the Street Food Restaurants in Bangkok. International Journal of Advanced Multidisciplinary Research and Studies, 3(5), 44-56.

Toe, L. W., & Nuangjamnong, C. (2022). The Effect of Coffee-mix Experience and Experience Quality through Perceived Value, Satisfaction towards Repurchase Intention in Myanmar. AU-GSB e-Journal, 15(2), 12-23.

Turley, L. W., & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior. Journal of Business Research, 49(2), 193-211.

Wu, H. C., & Ko, Y. J. (2013). Assessment of Service Quality in the Hotel Industry. Journal of Quality Assurance in Hospitality and Tourism, 14(3), 218-244.

Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15.

Yan, X., Wang, J., & Chau, M. (2015). Customer revisit intention to restaurants: Evidence from online reviews. Information Systems Frontiers, 17(3), 645-657.

Yeow, P., Dean, A., & Tucker, D. (2014). Bags for Life: The Embedding of Ethical Consumerism. Journal of Business Ethics, 125(1), 87-99.

Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274-284.

Zhang, Z., & Nuangjamnong, C. (2022). The Impact Factors toward Online Repurchase Intention: A case study of Taobao e-Commerce platform in China. International Research E-Journal on Business and Economics, 7(2), 35-56.




How to Cite

Zaw, Z. M., & Nuangjamnong, C. (2023). Critical Factors Affecting Revisit Intention for the “Feel Restaurant” in Yangon, Myanmar. AU EJournal of Interdisciplinary Research (ISSN: 2408-1906), 8(2), 48-62. Retrieved from



The AU eJournal of Interdisciplinary Research