Factor influencing customer satisfaction and behavior intention of Thai restaurant in Taiwan

[[abstract]]The purposes of this research aimed to investigate the influences of customer satisfaction and behavior intention of Thai restaurant in Taiwan in order to see the relationship between perceived quality of food (QF), quality of service (QS), quality of physical environment (QP) and concept of hedonic value (HV) and utilitarian value (UV) on customer satisfaction (CS) that led to their behavior intention (BI). This study developed hypotheses based on the previous researches and research objective. The data were collected by using questionnaires and the samples of this paper were people who had experience in Thai restaurant in Taiwan. Then the data were analyzed by applying Statistical Package for the Social Sciences (SPSS), descriptive analysis, and factor analysis to find out validity and reliability. This study analyzed a total sample of 288 people. The result showed that quality of food (QF), quality of service (QS), hedonic value (HV) and utilitarian value (UV) shows significant influence on customer satisfaction (CS) but quality of physical environment (QP) wasn’t significant influence to customer satisfaction (CS). Furthermore, customer satisfaction (CS) and utilitarian value (UV) shows significant on behavior intention (BI) but hedonic value (HV) wasn’t significant influence to behavior intention (BI). The results of this study could be great references for anyone considering for restaurant owner and entrepreneur to undertake the finding to understanding more about their customers and improve their business plan