THE DETERMINANTS OF CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN FULL-SERVICE RESTAURANT INDUSTRY – AN EMPIRICAL STUDY AT 3 DELICIOUS RESTAURANT CHAINS IN HO CHI MINH CITY.

Although customer satisfaction and customer loyalty have been studied a lot of times before, not many researchers focused on these areas in the full-service restaurant industry. Together with the increasing development in the foodservice market in Vietnam recent years, this study, therefore, first aims to analyze the determinants of customer satisfaction, then examine the relationship between these determinants and customer satisfaction together with the relationship between customer satisfaction and customer loyalty in the full-service restaurant industry in Vietnam. Around 250 visitors who used to visit the “3 Delicious” Sizzling Steak restaurant chains at least once are randomly selected as a sample in this study. The obtained data is analyzed by using SPSS version 20. Descriptive and inferential statistics are employed to answer the research objectives, questions, and hypotheses of the study.