Factors influencing customer re-patronage behavior: The mediating effect of customer satisfaction

The purpose of this study is to investigate the influence of DINESERV model on the level of customer satisfaction as the mediator on consumer re-patronage behavioural intentions in fast food restaurant industry. The study will focus on the undergraduate of UNIVERSITI UTARA MALAYSIA (UUM) in Kedah. Specifically, this study intends to identify the link between the dimensions that occur in the DINESERV model which include the service quality, food quality, and restaurant environment with the consumer re-patronage behavioural which mediated by customer satisfaction. A total of 400 sets of questionnaire were distributed to undergraduate respondents in UUM. The data was examined and analysed by using the ‘Statistical Package for Social Sciences’ SPSS version 22. A sample size of 377 respondents were collected which then analysed with descriptive analysis, validity analysis, reliability analysis, Pearson correlation analysis, multiple linear regression analysis, simple linear analysis, and hierarchical regression analysis approach. Collectively, the results showed that the service quality, food quality, and dining environment were able to influence on the level of customer satisfaction. However, individual analysis using the multiple regression analysis showed that the food quality has significant negative relationship with customer satisfaction. However, service quality and dining environment presented a positive relationship with customer satisfaction by using the multiple regression analysis. In addition, in this study, customer satisfaction was tested as the mediating variable. Customer satisfaction nowadays plays an important role in success of every business venture whether for a product or a service. This applied the Baron and Kenny (1986) hierarchical regression analysis in examining the mediation in this study which is customer satisfaction. The findings of this research showed that the customer satisfaction is full mediator of the relationship between service quality, food quality and consumer re-patronize behavioural but customer satisfaction become the partial mediating role in the relationship between dining environment and consumer re-patronage behavioura