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Original scientific paper

UDC: 658.89:640.4(597)
https://doi.org/10.18045/zbefri.2024.2.8

Factors influencing perceived value and revisit

intention among Vietnamese restaurant consumers*

Thi Mai Le1, Bao Trung Phan2, Viet Trung Dang3, Thi Thuy Anh Tran4

Abstract

The burgeoning smokeless industry faces fierce competition, prompting restaurants

to devise effective strategies to satisfy customers and maintain profitability. A study
examined factors influencing customers’ perceived value and revisit intentions in
restaurants. Analysing data from 211 Vietnamese respondents who dined in the
restaurant recently using SPSS version 22 and Smart PLS 3, the research revealed
that customer satisfaction directly influences revisit intentions. Moreover, hedonic
value and utilitarian values indirectly affect revisit intentions through customer
satisfaction. Food and service quality impact hedonic value, with only food quality
influencing utilitarian value. Other factors showed weak correlations or were
poorly assessed. This study contributes to academia and practice by addressing
previous research limitations and providing practical recommendations for
restaurant improvement.
Keywords: Revisit intention, customer satisfaction, utilitarian value, hedonic value
JEL classification: L8, M1, M3

*
Received: 23-03-2024; accepted: 10-12-2024
1
PhD, Lecturer, International School, Vietnam National University Hanoi, 144 Xuan Thuy
Street, District Cau Giay, Hanoi City, 100000, Vietnam. Scientific affiliation: consumer
behavior, big data application, e-marketing. E-mail: mailt@vnuis.edu.vn; lethimai@vnu.edu.vn.
ORCID: 0000-0001-9720-308X.
2
MSc, Lecturer, International School, Vietnam National University Hanoi, 144 Xuan Thuy
Street, District Cau Giay, Hanoi City, 100000, Vietnam. Scientific affiliation: economics,
finance, and management. E-mail: Trungpb@vnuis.edu.vn.
3
Student, International School, Vietnam National University Hanoi, 144 Xuan Thuy Street,
District Cau Giay, Hanoi City, 100000, Vietnam. Scientific affiliation: management, accounting
and finance. E-mail 16071127@vnu.edu.vn.
4
MSc, Lecturer, International School, Vietnam National University Hanoi, 144 Xuan Thuy
Street, District Cau Giay, Hanoi City, 100000, Vietnam. Scientific affiliation: management,
accounting and finance. E-mail: Anhttt@vnuis.edu.vn. ORCID: 009-003-4935-7940.
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1. Introduction
In recent years, the service industry, particularly the restaurant sector, has
experienced significant growth, driven by economic development and increasing
consumer demand for leisure activities such as dining out. The Asia-Pacific region,
led by countries like Vietnam, has emerged as a key player in the global tourism
service market, with substantial revenue generation (GlobalData, 2022). Vietnam,
renowned for its rich culinary heritage, boasts a thriving food and beverage
industry, comprising diverse establishments catering to various preferences (Lam,
2023). However, amidst this growth, the industry faces intense competition and
challenges. The influx of new restaurants each year narrows the market, making
it increasingly difficult for businesses to attract and retain customers. Moreover,
the COVID-19 pandemic has profoundly impacted consumer behaviour and
the industry’s landscape, posing significant challenges to businesses striving to
maintain customer loyalty (Van Huynh et al., 2022; Phuong, 2021).
Customer loyalty is crucial for restaurant survival, given the industry’s notorious
difficulty in sustaining ventures. Studies have highlighted the importance of service
quality and customer satisfaction in driving repeat patronage and positive word-of-
mouth (Han and Ryu, 2009; Liu and Jang, 2009). Understanding the factors that
influence revisit intentions is crucial, as retaining current customers is more cost-
effective than acquiring new ones, as highlighted by Verhoef and Donkers (2001)
and Bitran and Mondschein (1997). Research indicates that customer intentions to
revisit restaurants are influenced by various factors, including food quality, price,
service quality, and atmosphere, with service quality being particularly significant
(Yan et al., 2015). Improvements in food quality, taste, freshness, and nutritional
value can enhance customer satisfaction and increase the likelihood of return visits
(Kim et al., 2009).
Additionally, there exists a robust correlation between customer satisfaction and
loyalty, where factors such as consumption experience and satisfaction significantly
impact long-term behaviour, as evidenced by previous studies (Allen, Machleit, and
Kleine, 1992; Anderson and Sullivan, 1993; Cronin Jr and Taylor, 1992; Szymanski
and Henard (2001). Customer satisfaction serves as a primary driver of behavioural
intentions, with hedonic and utilitarian values playing pivotal roles in shaping
satisfaction levels, as indicated by research from (Eroglu et al., 2005, Babin et al.,
1994). Perceptions of hedonic and utilitarian values directly and indirectly shape
customer behaviour, as demonstrated by findings from (Ryu et al., 2010).
The study aims to fill gaps in existing research by investigating the relationship
between perceived values (both hedonic and utilitarian) and customer satisfaction
and revisit intention. It seeks to understand how factors such as food quality,
atmosphere, service quality, and perceived price contribute to customer satisfaction
and revisit intentions. By examining these factors comprehensively, the study aims
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to provide insights to help restaurants enhance customer experiences and foster

long-term loyalty. This study seeks to identify and comprehend factors that affect
Vietnamese perceived values and customers’ revisit intentions for restaurants,
proposing the research question: How do factors influence perceived values and
customers’ revisit intentions for the restaurant? The rest of the paper is organized as
follows: In Section 2, some key theories and previous studies are presented; Section
3 focuses on materials and methods; Section 4 analyses baseline results, discusses
their sensitivity, and checks the robustness of our results; and in Section 5, some
concluding remarks are highlighted.

2. Literature review
This segment critically examines pertinent literature regarding the research
inquiries. Specifically, it delves into the existing body of work concerning revisit
intention, customer satisfaction, and perceived value. Subsequently, it develops
research hypotheses and constructs a conceptual model through a comprehensive
review of prior research.

2.1. Theory description

Combining the Expectancy-Disconfirmation Theory (EDT) with the Value Percept
Theory offers a comprehensive approach to understanding customer behavior
and satisfaction in restaurants. EDT assesses the variance between expectations
and actual performance, while Value Percept Theory highlights the importance of
meeting individual needs and values. This integrated approach provides nuanced
insights into customer perceptions and behaviors, enhancing the overall dining
experience and fostering repeat patronage.

Expectancy-disconfirmation theory
Research recognizes the Expectancy Disconfirmation Theory (EDT) as a model
for understanding customer satisfaction and repurchase intention Chiu et al. (2005)
.According to Oliver (1980), customer satisfaction follows a five-step process,
beginning with pre-purchase expectations and concluding with acceptance of
the product or service. In the second step, customers form perceptions based on
key attributes during initial consumption. Subsequently, they compare these
perceptions to initial expectations, determining satisfaction or discontent based on
the degree of disconfirmation. Positive disconfirmation mitigates disappointment,
while confirmation maintains satisfaction. Ultimately, satisfied customers intend
to repurchase. According by Oliver and Swan (1989), EDT forecasts customer
behavior by comparing expectations to perceived performance, shaping personal
satisfaction or dissatisfaction.
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Value Percept Theory

Value Percept Theory, developed by Westbrook and Reilly (1983), proposes that
satisfaction arises from comparing a product or service’s perceptions with an
individual’s values, needs, wants, or desires. This cognitive evaluative process
elicits an emotional response leading to satisfaction. The theory contrasts the
expectation-confirmation model with the value-percept disparity model. Value-
disparity refers to the extent to which a product fulfills consumers’ needs or desires.
In this theory, satisfaction is defined by meeting consumers’ needs, values, or wants
rather than solely meeting their expectations. The theory has found application in
various service research contexts (Munyoki et al., 2020; Kinyanjui, 2020).

2.2. Previous studies on research

Restaurant quality, comprising tangible (food quality, cleanliness, price, ambiance)
and intangible (service quality, hospitality) elements, significantly influences
customer satisfaction (Lee and Christiarini, 2021; Song et al., 2022; Souki et al.,
2023). Recent studies underscore its pivotal role in shaping perceived value and
revisit intention. Factors such as personalized service (Bui et al.; Ghorbani et al.,
2023), emotional brand connections (Alshreef et al., 2023) and positive social
influence through recommendations (Bushara et al., 2023) contribute significantly
to customers’ perceived value and likelihood of returning to the restaurant.
Understanding and addressing these factors are crucial for restaurants seeking to
excel in a competitive market. Table 1 summerizes some of the latest research
findings on the importance of restaurant quality and factors that contribute to
customers’ perceived value and revisit intention.
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Table 1: Previous studies relating to research

Authors Study Focuses Results
Lamai et al. This research focuses on examining Perceived service quality, food quality, and
(2020) service dimensions, food quality, and price perception directly impact customer
price perception and their influence on satisfaction and indirectly affect revisit
revisit intention. It applies models like intention. Quality is the most influential
SERVQUAL, customer satisfaction, factor, while food quality has Perceived
and repeat behavioral intention, with service the least impact on customer
theoretical support from the Theory of satisfaction among these variables.
Reasoned Action.
Kyun (2023) This research explores factors This research conclude that positive
influencing customers’ return experiences related to employees,
intentions at Bangkok restaurants, reasonable pricing, and appealing aesthetics
focusing on staff, pricing, and are critical in encouraging customers to
aesthetics. revisit restaurants in Bangkok
Zaw and This research focuses on examining This research reveals that customer
Nuangjamnong how food quality, service quality, satisfaction is significantly influenced
(2023) physical environment quality, by price, physical environment quality,
and pricing affect both customer service quality, and food quality.
satisfaction and revisit intention Additionally, it confirms that customer
at “Feel Restaurant” in Yangon, satisfaction strongly affects revisit
Myanmar. intention.
Sodsee and This research investigates how service The findings suggest that service quality,
Sangchoey quality, food quality, and price value food quality, and price value positively
(2023) affect customer satisfaction and how contribute to satisfaction, and satisfaction
satisfaction influences revisit intention notably affects revisit intention within the
in Bangkok’s fine dining sector. fine dining scene in Bangkok.
Pham et al. This research aims to identify the This research findings suggest that
(2016) factors influencing revisit intention within quick-service restaurants, both
while exploring the interplay between brand equity and perceived value exert
brand equity, perceived value, and significant influence on customer revisit
revisit intention. intention. Particularly noteworthy is the
prominence of perceived value as a more
influential determinant compared to brand
equity in shaping customers’ intentions to
revisit these establishments.
Zhu et al. This research aims to investigate Tourists’ perceptions of functional, social,
(2024) how tourists’ perceptions of food emotional, cultural, and health values in
experience value affect their local food experiences significantly affect
perception of destination image and their destination image perception and
intention to revisit, focusing on local revisit intention. Perceived destination
culinary offerings. image partly mediates the link between
tourists’ food experience value perceptions
and revisit intention, with gender acting as
a partial moderator.
Zhao and Liu This research aims to identify specific This research ranks service themes like
(2023) service attributes and their sentiments location, service, environment, price, and
from online restaurant reviews, and to food by importance, finding that food has
analyze how these sentiments affect the greatest impact on customer satisfaction
both customer satisfaction and revisit and revisit intention. It also pinpoints the
intention simultaneously. most prominent attribute within each theme.

Source: Author’s construction

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Table 1: Previous studies relating to research (continues)

Authors Study Focuses Results
(Evelina et al., The influence of utilitarian value, Utilitarian and hedonic values significantly
2020) hedonic value, social value, influence customer satisfaction, while social
and perceived risk on customer value does not.
satisfaction in e-commerce
(Zeba et al., Engagement of online consumers Hedonic and utilitarian values significantly
2020) through hedonic and utilitarian drive customer engagement in online shopping.
values
(Wang, 2017) The influence of utilitarian and Utilitarian and hedonic benefits of packaging
hedonic benefits of retail food significantly influence perceived product quality
packaging on perceived product and purchase intention, with hedonic benefits
quality and purchase intention having a greater impact on perceived quality.
(Bae and Jeon, Relationships among brand Relationships among brand experience,
2022) experience, perceived product perceived product quality, hedonic value,
quality, hedonic value, utilitarian utilitarian value, and brand loyalty in unmanned
value, and brand loyalty in coffee shops
unmanned coffee shops
(Ghali, 2020) Effect of utilitarian and hedonic
Utilitarian value has a significant effect on
values on consumer willingness willingness to buy and pay for organic food,
to buy and to pay for organic with trust in nutritional value and quality being
olive oil in Tunisia key.
(Calvo-Porral Influence of store environment in
Store internal ambience and merchandise layout
and Lévy- hedonic and utilitarian shoppingare major drivers for customer satisfaction in
Mangin, 2021) hedonic shopping contexts.
(Zeba et al., Hedonic and utilitarian values Hedonic experiential values are important
2020) behind engagement of online for engaging online consumers, alongside
consumers utilitarian values.
(Ong et al., Influence of service quality, Service quality, utilitarian, and hedonic values
2022) hedonic, and utilitarian value on significantly influence shopper’s behavioral
shopper’s behavioral intentions intentions in urban shopping malls, with
in urban shopping malls during service quality primarily affecting satisfaction
the COVID-19 and utilitarian and hedonic values embodying
shopping mall values.
(Alam et al., Millennials’ preference of Service quality, trust, and customer engagement
2020) hedonic value over utilitarian are important predictors of customer loyalty,
value: Evidence from a alongside hedonic value, particularly in the
developing country context of superstores in Bangladesh.
(Saygılı and Effect of hedonic value, utilitarian Customer satisfaction significantly influences
Yalçıntekin, value, and customer satisfaction willingness to pay a price premium, while
2021) in predicting repurchase intention utilitarian value significantly affects repurchase
and willingness to pay a price intention.
premium for smart watches
(Lee and Wu, Consumer online flow Hedonic value, along with a pleasant atmosphere
2017) experience: The relationship and fun environment, has a greater effect on
between utilitarian and hedonic satisfaction with an online store compared
value, satisfaction and unplanned to utilitarian value. Also, Utilitarian value is
purchase influenced by perceived price competitiveness
and shopping efficiency, while hedonic value
is influenced by the pleasantness of the online
shopping experience.

Source: Author’s construction

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This literature review emphasizes the profound impact of restaurant quality on

customers’ intentions to revisit, highlighting the importance of managing various
factors such as service quality, food quality, ambiance, price-value relationships,
online reviews, and cultural considerations. It introduces a novel perspective
by focusing on both utilitarian and hedonic dimensions of customer satisfaction
and revisit intention, offering a comprehensive understanding of how restaurant
experiences shape return behavior. By integrating both utilitarian (utility) and
hedonic (pleasure) aspects, the study provides a comprehensive and complex view
of customer satisfaction and repeat intentions, going beyond traditional assessments
of food and service quality to consider ambience, price, and pleasure factors in
evaluating the overall restaurant experience.

2.3. Revisit intention

Customer loyalty is crucial for business success, particularly in today’s competitive
market (Rane et al., 2023). To attract new customers, businesses must enhance the
value of existing ones and maintain repurchase behaviors (Hanai et al., 2008). Revisit
intention, defined as the likelihood of returning to a restaurant, is influenced by
positive attitudes toward the establishment (Han et al., 2009; Ramayah et al., 2023).
Additionally, another study defined revisit intention as the behaviours associated with
repurchasing and the willingness to recommend a provider (Pervaiz et al., 2024).
Reasons for patrons returning to restaurants include stress relief, desire for quality,
value, and a comfortable environment (Capito and Pergelova, 2023; Bonfanti et al.,
2023). Promotional programs recalling positive memories and highlighting new
attractions can significantly impact revisit intentions (Salah et al., 2023).

2.4. Customer satisfaction and revisit intention

Customer satisfaction is pivotal in marketing theory due to its potential for long-
term profitability, including customer loyalty and sustained benefits (Nur, 2021).
In another research, the author defines satisfaction as the pleasurable consumption-
related fulfillment resulting from product, service, or self-evaluation (Saricam,
2022). In the service industry, such as restaurants, customer satisfaction is crucial
for maintaining relationships and fostering loyalty (Weiss, 2003). Satisfaction with
restaurant features like food quality, service, price, and atmosphere significantly
influences customers’ intention to revisit (Chun and Nyam-Ochir, 2020; Rajput
and Gahfoor, 2020). Highly satisfied customers are more likely to return to
a restaurant in the future, creating positive bonds with the business (Rane et al.,
2023). Additionally, satisfied customers are inclined to share positive experiences,
attracting new customers (Salah et al., 2023). Thus, investigating the positive
relationship between customer satisfaction and intention to revisit is warranted.
H1: Customer satisfaction is positively associated with revisit intention.
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2.5. Utilitarian value, hedonic value and customer satisfaction

Perceived value, a fundamental concept in marketing, encapsulates the overall
assessment of a product or service’s worth based on the benefits received relative
to the costs incurred (Zeithaml, 1988; Ryu et al., 2010; Riva et al., 2022). This
concept integrates both utilitarian and hedonic dimensions, reflecting functional
and emotional aspects of consumption experiences (Kuppelwieser et al., 2022).
Customers perceive high utilitarian value when they believe a product or service
effectively meets their needs (Zeithaml, 1988). In restaurants, attributes like food
quality, service efficiency, and value for money contribute to utilitarian value,
positively influencing customer satisfaction (Lee and Christiarini, 2021; Lamai et
al., 2020).
Conversely, hedonic value encompasses emotional and experiential gratification
gained from consumption, such as enjoyment and sensory stimulation (Kusmarini
et al., 2020; Yang et al., 2024). In restaurants, factors like ambiance, aesthetics,
and personalized service contribute to hedonic value, enriching customers’ dining
experiences (Zhu et al., 2024; Kyun, 2023). Customers who derive pleasure from
consumption experiences are more likely to be satisfied (Ryu and Han, 2010;
Handoyo and Mani, 2021; Ponsignon, 2023). Therefore, both utilitarian and
hedonic values play crucial roles in enhancing customer satisfaction. Based on
these definitions, the following hypotheses are developed:
H2: Utilitarian value is positive correlation with customer satisfaction.
H3: Hedonic value is positive correlation with customer satisfaction

2.6. Food quality and utilitarian value, hedonic value

Food quality, often defined as the degree to which a food product meets consumer
expectations regarding attributes such as taste, freshness, safety, and nutritional
value, plays a crucial role in shaping consumer preferences (Ghali, 2020).
Recent research in the field of consumer behavior has shed light on the intricate
relationship between food quality and consumers’ perceptions of utilitarian and
hedonic values. According to Wang (2017), the author explored the distinct effects
of utilitarian and hedonic benefits of retail food packaging on perceived product
quality and purchase intention. Building upon this, Ghali (2020) investigated
the effect of utilitarian and hedonic values on consumer willingness to buy and
pay for organic olive oil in Tunisia. These studies suggest that as food quality
increases, consumers are more likely to attribute utilitarian value, characterized
by practical benefits, and hedonic value, associated with emotional or experiential
enjoyment, to the product (Kusmarini et al., 2020; Pérez-Villarreal et al., 2020;
Bae and Jeon, 2022). Furthermore, Otterbring et al. (2023) delved into the
influence of hunger on option quality for hedonic and utilitarian food products,
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providing insights into how physiological states may interact with perceived
food quality. To sum up, these findings support the hypotheses that food quality
is positively associated with both utilitarian and hedonic values, underscoring
the importance of product quality in shaping consumer perceptions and purchase
decisions across diverse food contexts.
H4a: Food quality is positively associated with utilitarian value.
H4b: Food quality is positively associated with hedonic value.

2.7. Atmosphere and utilitarian value, hedonic value

The restaurant atmosphere significantly influences customers’ perceptions of
Utilitarian and Hedonic Values (Rayburn and Voss, 2013). Firstly, it positively
correlates with Utilitarian Value, which encompasses practical benefits (Andersson
et al., 2012). A conducive atmosphere, including comfortable seating and
appropriate lighting, meets customers’ dining needs, enhancing their perceived
practical requirements (Ladhari et al., 2017). A well-designed atmosphere facilitates
ease of conversation and interaction with staff, contributing to Utilitarian Value
(Andersson et al., 2012).
Secondly, atmosphere positively correlates with Hedonic Value, representing
emotional benefits (Anggriani et al., 2020). A welcoming and enjoyable atmosphere
evokes positive emotions, enhancing overall satisfaction (Andersson et al., 2012).
Factors like decor, music, and ambiance contribute to creating a memorable dining
experience, enhancing Hedonic Value (Handriana and Meyscha, 2020).
H5a: Atmosphere is positively associated with utilitarian value.
H5b: Atmosphere is positively associated with hedonic value.

2.8. Service quality and utilitarian value, hedonic value

Service quality, defined as the standard or excellence of service provision including
aspects such as reliability, responsiveness, assurance, empathy, and tangibles (Han
et al., 2018), plays a pivotal role in shaping consumer perceptions and experiences.
Some researches indicate a significant positive impact of service quality on
utilitarian value (Han et al., 2018; Sagala and Sumiyana, 2020). To be specific, in
the research of (Sagala and Sumiyana, 2020), the authors suggest that although
service quality may not directly affect perceived value, it contributes to user
satisfaction, subsequently influencing utilitarian value, particularly in electronic
shopping via social media. Additionally, efficient and attentive service fulfills
practical needs, enhancing Utilitarian Value (Hellén and Sääksjärvi, 2011; Lee and
Hong, 2006).
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In addition, there is little positive correlation between service quality and

perceived value, encompassing hedonic dimensions (Kusmarini et al., 2020).
While Sagala and Sumiyana (2020) observed that service quality might not directly
impact perceived value, other studies Kusmarini et al. (2020) implied a positive
relationship between service quality and hedonic value, potentially mediated by
factors like atmosphere perception and customer loyalty. Furthermore, friendly and
personalized service creates positive emotional experiences, increasing Hedonic
Value (Hellén and Sääksjärvi, 2011; Rahman et al., 2017).
H6a: Service quality is positively associated with utilitarian value.
H6b: Service quality is positively associated with hedonic value.

2.9. Perceived price and utilitarian value, hedonic value

Perceived price moderates the relationships between quality dimensions (food,
service, and physical environment) and satisfaction, as noted by (Ryu and Han,
2010). When perceived price is reasonable, it can elevate customer satisfaction
levels regarding food, service, and physical environment quality. Perceived price
refers to customers’ assessment of whether the price of a product or service is
fair and reasonable (Zhong and Moon, 2020). These authors also mentioned that
customers perceive higher prices as indicative of better quality, leading to enhanced
Utilitarian Value. Significantly, the research by Lee and Wu (2017) found that
utilitarian value is influenced by factors such as perceived price during online
shopping experiences. Furthermore, a research suggests that perceived price affects
customers’ perceptions of the emotional or hedonic aspects of a purchase experience
(Hasbi et al., 2021). Consumers often associate higher prices with quality or luxury,
which can enhance the hedonic value of a product or experience. Additionally, the
study by Vieira et al. (2018) suggested that both hedonic and utilitarian shopping
values provide parallel mediating effects on perceived value, indicating a potential
positive relationship between perceived price and hedonic value. Therefore, the
perceived price can positively impact Hedonic Value by influencing customers’
emotional responses to the dining experience.
H7a: Perceived price is positively associated with utilitarian value.
H7b: Perceived price is positively associated with hedonic value.
Having reviewed the literature, figure 1 performs research farmework which is
established to examine the association between factors affecting to utilitarian and
hedonic values (in terms of food quality, atmosphere, service quality and perceived
price), customers’ satisfaction towards revisit intention to the restaurant.
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Figure 1. Theoretical Study Model

Source: Author’s elaboration

3. Methodology
The quantitative method was employed using a questionnaire for data collection.
Details on sample selection and data analysis techniques are provided.

3.1. Sample selection

Convenience sampling was utilized in this study, with 211 customers participating
in Vietnam from February to June, 2023 through online survey. The sample size
was determined using the formula proposed by Hair et al. (1998), resulting in a
sample size of 205 based on 41 included questions. The survey was translated from
English to Vietnamese using the reverse translation process to ensure accuracy.
Respondents were required to confirm prior dining experiences at any restaurant
within the previous month before completing the main survey. The participant
demographics consisted of 68.2% women and 31.8% men, with the majority (46%)
aged between 20 and 25. A significant portion of the participants were students
(55%), and a majority reported dining out 1-2 times per month. Table 2 displays the
full findings.
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Table 2: Demographic of Respondents (n=211)

Variables Valid Frequency Percent (%)
Male 67 31.8
Gender
Female 144 68.2
Under 20 38 18.0
20 - 25 97 46.0
Age 26 - 30 15 7.1
31 - 40 33 15.6
Over 40 28 13.3
Student 116 55.0
Employee 51 24.2
Self – employee 17 8.1
Occupation
Specialist 17 8.1
Housewife 3 1.4
Retirement 7 3.2
1 - 2 times 126 59.7
3 - 4 times 54 25.6
Frequency of dining at
5 - 6 times 15 7.1
restaurant (Per month)
6 - 7 times 2 0.9
Over 7 times 14 6.7
Under 37 121 57.3
38-74 71 33.6
Willing to pay (Euro) 75 – 150 13 6.2
151 – 224 2 0.9
Over 225 4 2.03

Source: Data processed by SPSS 22

Independent sample T-test and one way Anova were used to compare mean between
different demographic characteristics and consumers’ responses.

Table 3: T-test results by gender

Demographic Characteristics Mean Std t p-value
Male 3.496 0.788
Gender 5.804 0.017*
Female 3.804 0.620

Note: * p<0.05
Source: Author’s calculation

This table 3 plainly presents that, there is considerable difference in revisit intention
to restaurant between male (N = 67, M = 3.496, SD = 0.788) and female (N = 144,
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M = 3.804, SD = 0.620), t = 5.804, p-value = 0.017. This consequence indicates

that female has higher revisit intention than male.

Table 4: Analysis of Variance between Purchase Intention and Profile

Demographic Levene Statistic Sig F-value p-value
Age 1.182 0.320 1.770 0.136
Occupation 2.748 0.020 0.591 0.707
Income 1.565 0.185 0.828 0.509
Frequency 2.533 0.041 0.767 0.548
Willing to pay 3.514 0.008 0.470 0.758

Source: Author’s calculation

Table 4 shows that there is no significant difference between them and the revisit
intention to the restaurant.

3.2. Measurement
Table 5 outlines the measurement factors considered for each construct in this
study. Statements in the measurement were developed based on relevant literature
and expert advice, with feedback from restaurant-goers to ensure content validity.
After refining the draft to eliminate ambiguity, a survey was conducted in two parts.
The first part assessed respondents’ perceptions of each research model concept,
while the second part collected demographic information. Table 5 presents the
research constructs and questionnaire items, utilizing a seven-point Likert scale
ranging from 1 (strongly disagree) to 5 (strongly agree).

Table 5: The variables and items in the questionnaire

Variables Items Measurements Sources
RI1 I would want to return to the restaurant for dinner. (Ryu et al.,
I would tell my friends or other people about the 2010; Ryu
Revisit RI2
restaurant. et al., 2012;
intention
Chow et al.,
RI3 I would say positive things about the restaurant to others. 2013)
I am completely delighted with my overall experience (Ryu et
CS1
at the restaurant. al., 2012;
I was in a good mood overall after visiting the Chow et
Customer CS2
restaurant. al., 2013;
satisfaction I am happy I dined at the restaurant. Namkung
CS3
I think that choosing to eat at the restaurant was the and Jang,
CS4 2007)
appropriate decision.
CS5 The restaurant has left me with positive impressions.
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Variables Items Measurements Sources

HV1 I ate out at restaurant since I could have good feelings. (Ryu et al.,
HV2 Dining at the restaurant was fun and pleasant. 2010)
Hedonic HV3 I get excited when I search food at the restaurant.
value Although the cost is high, I still like to eat out at the
HV4
restaurant.
HV5 Eating-out at the restaurant is my hobby.
UV1 Eating-out at the restaurant was convenient. (Ryu et al.,
Utilitarian UV2 Eating-out at the restaurant offers benefits that I need. 2010; Kim
value and Hall,
UV3 Eating-out at the restaurant helps me save time. 2020)
FQ1 The food was delicious. (Namkung
FQ2 The food was nutritious. and Jang,
FQ3 The restaurant served fresh food. 2007; Ryu
Food quality et al., 2012)
FQ4 The flavor and aroma of food are fascinating.
FQ5 The cuisine was presented in an eye-catching way.
FQ6 Diverse food menu with various choices.
AP1 Facilities are completely clean. (Ryu et al.,
AP2 No bad smell or door in dining room. 2010; Yan
AP3 The space is warm and comfortable. et al., 2015)
Atmosphere
AP4 No annoying ambient noise.
The spatial distance between dining tables ensures
AP5
Covid-19 prevention.
SQ1 The restaurant served me food exactly as I ordered it. (Ryu et
SQ2 The restaurant served food quickly. al., 2012;
SQ3 The restaurant provides me accurate bill. Chow et
al., 2013;
SQ4 The restaurant’s parking lot is convenient.
Ramseook-
Service The restaurant has instructions for COVID-19 Munhurrun,
quality SQ5 prevention measures (temperature measurement, hand 2012; Liu
washing, antiseptic, etc.) and Tse,
SQ6 The staff have knowledge of the menu. 2018)
The staff made me feel comfortable in dealing with
SQ7
them.
The food value that I got is fair compared to the price (Yüksel
PP1
I paid. and Yüksel,
PP2 The price paid for the meal is very reasonable. 2003; Ryu
Perceived PP3 The restaurant provides numerous discount choices. et al., 2012;
price The restaurant provides me great value as compared Kim et al.,
PP4 2009)
to others.
Dining experience at the restaurant appears to be a
PP5
bargain.

Source: Author’s construction

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3.3. Statistical data analysis

The survey data underwent coding, recording, and adjustments as necessary.
Statistical analytic techniques were then applied to process the data, including
descriptive statistics for profiling the subjects and Cronbach’s reliability alpha
analysis to assess the internal consistency of the questionnaire. Subsequently, both
the measurement model and structural equation model were tested. Data analysis
was conducted using Smart PLS version 3 and Statistical Package for Social
Science (SPSS) software version 22.

4. Results and discussion

The techniques utilized to make the connection between these key characteristics
clear are covered in the Results and Discussion section. Initially, confirmatory
factor analysis was used to test the measurement model. The factors in the structural
model are food quality, atmosphere, service quality, perceived price, utilitarian
value, hedonic value, customer satisfaction, revisit intention.

4.1. Measurement model

The internal consistency of the indicators or each examined construct is examined
using Cronbach’s Alpha. Table 6 displays the computed Cronbach’s values, which
range from 0.821 to 0.934 and are higher above the advised threshold of 0.70 (Hair,
2011). As a result, each construct was dependable and internally consistent.
According to Hair (2011), standardized factor loadings above 0.70 are
recommended for convergent validity. In this study, the factor loadings ranged
from 0.773 to 0.925, all significant in the model. Additionally, composite
reliability (CR) and average variance extracted (AVE) were assessed to support
convergent validity. Table 3 indicates that CR and AVE values exceeded the
recommended thresholds, ranging from 0.894 to 0.943 and 0.673 to 0.848,
respectively, as suggested by (Hair, 2011). Discriminant validity was evaluated
using the latent variable correlation matrix, following the guidelines of (Fornell
and Larcker, 1981), where the diagonal items should outweigh the off-diagonal
elements.
We used Harman’s single factor test to investigate the possibility of common
method bias. Using principal components and varimax rotation, an exploratory
factor analysis was performed on all the items. The first factor’s percentage of
variation equaled 46.69%, which is less than 50%, indicating that the extraction
cannot be completed. Therefore, it can be said that common method bias did not
seem to be a possible issue in this investigation (Cooper et al., 2020).
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Table 6: Reliability and validity of the constructs

Cronbach’s Standardized Composite Average variance
Construct Item
Alpha Factor loading Reliability (CR) Extracted (AVE)
FQ1 0.839***
FQ2 0.809***
Food quality FQ3 0.857***
0.902 0.925 0.673
(FQ) FQ4 0.863***
FQ5 0.773***
FQ6 0.777***
AP1 0.879***
AP2 0.867***
Atmosphere
AP3 0.907 0.891*** 0.932 0.734
(AP)
AP4 0.828***
AP5 0.817***
SQ1 0.838***
SQ2 0.844***
SQ3 0.843***
Service
SQ4 0.927 0.776*** 0.942 0.699
quality (SQ)
SQ5 0.822***
SQ6 0.851***
SQ7 0.874***
PP1 0.850***
PP2 0.855***
Perceived
PP3 0.903 0.833*** 0.928 0.722
price (PP)
PP4 0.868***
PP5 0.841***
UV1 0.890***
Utilitarian
UV2 0.821 0.868*** 0.894 0.737
value (UV)
UV3 0.817***
HV1 0.825***
HV2 0.884***
Hedonic
HV3 0.887 0.818*** 0.918 0.692
value (HV)
HV4 0.817***
HV5 0.814***
CS1 0.853***
Customer CS2 0.920***
satisfaction CS3 0.934 0.905*** 0.950 0.793
(CS) CS4 0.890***
CS5 0.883***
Revisit RI1 0.921***
intention RI2 0.909 0.925*** 0.943 0.848
(RI) RI3 0.917***

Note: *** p <0.001. Source: Data processed by SmartPLS 3.0

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Table 7: The latent variable correlation matrix: Discriminant validity

Variables FQ AP SQ PP UV HV CS RI
FQ 0.821
AP 0.767 0.857
SQ 0.822 0.775 0.836
PP 0.719 0.762 0.775 0.849
UV 0.434 0.328 0.387 0.404 0.859
HV 0.494 0.341 0.432 0.424 0.678 0.832
CS 0.602 0.474 0.543 0.544 0.645 0.797 0.891
RI 0.608 0.492 0.575 0.521 0.590 0.701 0.835 0.921

Note: Square root of AVE is on the diagonal.

Source: Data processed by SmartPLS 3.0

4.2. Structural equation model

The structural model’s outcomes are performed in Table 8 and Figure 2, and the
standardized path coefficient indicates the relationship between the model’s structures.

Table 8: Results for Structural equation model

Hypothesis
Path Coefficients t-value p-value Hypothesis
support
Food quality → Utilitarian value 0.331 2.597 0.011 H4a Supported
Food quality → Hedonic value 0.448 3.801 0.000 H4b Supported
Atmosphere → Utilitarian
-0.150 0.887 0.867 H5a Rejected
value
Atmosphere → Hedonic value -0.264 1.523 0.953 H5b Rejected
Service quality → Utilitarian
0.326 1.943 0.108 H6a Rejected
value
Service quality → Hedonic value 0.325 2.132 0.000 H6b Supported
Perceived price → Utilitarian
-0.040 0.173 0.762 H7a Rejected
value
Perceived price → Hedonic value 0.003 0.016 0.564 H7b Rejected
Hedonic value → Customer
0.663 13.022 0.000 H3 Supported
satisfaction
Utilitarian value → Customer
0.197 3.326 0.003 H2 Supported
satisfaction
Customer satisfaction →
0.835 26.824 0.000 H1 Supported
Revisit intention

Source: Data processed by SmartPLS 3.0

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Figure 2: The result of research model

Note: * p<0.05, ** p<0.01, ***p<0. 001

Source: Data processed by SmartPLS 3.0

According to the structural model testing in Figure 2, customer satisfaction (H1: β =

0.835, t = 26.824, p < 0.001) exhibits a significant positive relationship with revisit
intention, consistent with previous findings (Ryu et al., 2010; Han et al., 2009).
Customer satisfaction, influenced by factors like food quality, atmosphere, service
quality, and perceived price, emerges as the key determinant of revisit intention.
Additionally, the analysis reveals significant positive associations between
utilitarian (H2: β = 0.197, t = 3.326, p < 0.01) and hedonic shopping values (H3:
β = 0.663, t = 13.022, p < 0.001) and customer satisfaction. This aligns with prior
research highlighting the impact of utilitarian and hedonic values on customer
satisfaction (Ryu et al., 2010), contrasting with Mursid (2023)’s regarding
emotional value’s influence on revisit intention.
Furthermore, satisfaction (β = 0.835, p < 0.001) is shown to directly influence
revisit intention, while both hedonic and utilitarian values indirectly affect revisit
intention through customer satisfaction. This supports the contention that perceived
value and customer satisfaction are crucial predictors of revisit intention (Ryu et
al., 2010). Notably, hedonic value has a more significant impact on customer
satisfaction compared to utilitarian value (0.663 vs. 0.197). Food quality and service
quality impact hedonic value, with food quality exerting a stronger influence.
However, atmosphere and perceived price do not relate to perceived value in the
context of customers in Vietnam.
Food quality (H4a: β = 0.331, t = 2.597, p < 0.05), (H4b: β = 0.448, t = 3.801,
p < 0.001) strongly impact on both hedonic value and utilitarian value indicated
that H4a and H4b were accepted. Through that finding, it revealed food quality
had a significant indirect effect on customer satisfaction via perceived value. It is
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supported by Hongdiyanto and Liemena (2021) that regularly offering the quality
food is important to attract the loyal customers in the food industry according to the
satisfaction. The research of Namkung and Jang (2007) also proved the connection
between food quality and customer satisfaction. This research pointed out that food
quality greatly affects to both utilitarian value and hedonic value. In Vietnam, with
the increasing demand for food, the issue of ensuring food hygiene and safety is
now more and more alarming than ever. The food safety situation in the country,
especially in urban areas, is creating a lot of worries for people, so food safety is
becoming increasingly concerned by the consumers. Besides, Vietnamese people in
eating have the opinion: delicious, nutritious, cheap so appetizing food is also one
of the important factors that help promote the return behaviour of customers.
Regarding H6a and H6b, service quality positively influences hedonic value (H6b:
β = 0.325, t = 2.132, p < 0.001) but does not affect utilitarian value (H6a: β =
0.326, t = 1.943, p > 0.05). However, H5a, H5b, H7a, H7b were rejected due to
negative correlations between atmosphere, perceived price, and perceived value
(H5a: β = -0.150), (H5b: β = -0.264), (H7a: β = -0.040), (H7b: p > 0.05). These
results are similarity with some previous studies. For instance, Liu and Jang (2009)
found that there is no significant relationship between ambience and perceived
value and in other study, it was shown that the atmosphere as ambiance and facility
aesthetics had no statistically significant impact on the intention to return (Kement
et al., 2021). Lee and Christiarini (2021) implied that atmosphere was found not
significant to customer satisfaction. A study by Jang and Namkung (2009) found
that the quality of food and service exerts a more substantial influence on young
customers’ loyalty than price or ambiance alone. Similarly, Ha and Jang (2012)
emphasized that the emotional response to the dining experience, such as feelings
of satisfaction and delight, plays a critical role in fostering repeat visits, even
when traditional variables like atmosphere and price are controlled. This suggests
that young customers prioritize intrinsic factors, such as the authenticity of the
cuisine or personalized service, over extrinsic elements like pricing or decor when
deciding whether to return to a restaurant. These findings indicate the importance
of delivering a holistic dining experience to attract and retain younger clientele.
Another essential point is that Vietnamese cuisines have been well known for their
affordable prices in general, which is largely assumed by customers, specially
youngsters (Avieli, 2013; Stutter, 2017).
The multiple R2 values are 0.271, 0.214, 0.665, and 0.697 for each path of
hedonic value, utilitarian value, customer satisfaction, and revisit intention,
respectively. Specifically, two exogenous variables explain 27.1% of the variance
in hedonic value and one exogenous variable account for 21.4% of the variance
in utilitarian value, which in turn explains 65.5% of the variance in customer
satisfaction. Customer satisfaction, in turn, explains 69.7% of the variance in
revisit intention.
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5. Conclusions
This research aims to identify the factors influencing the level of revisit intention
towards restaurants and propose essential improvements. It involves profiling
customers, examining the elements impacting value, assessing satisfaction levels,
and predicting return behaviour to restaurants. The study offers both academic
insights and practical recommendations.
Results indicate that males have a higher intention to revisit restaurants than
females. Additionally, demographic factors such as age, income, occupation,
frequency of visits, and the amount of money willing to be spent do not show
essential differences among groups in returning to use restaurant services.The
study makes significant contributions by addressing specific academic gaps in
the existing literature regarding factors influencing customer satisfaction and
revisiting intention in the context of restaurants. Specifically, it enhances the
understanding of how food quality, atmosphere, service quality, and perceived
price affect perceived value (both utilitarian and hedonic) and customer
satisfaction, which in turn fosters revisit intention. Another one of the key
theoretical contributions is the exploration of the dual dimensions of perceived
value: utilitarian and hedonic. By drawing from the expectancy-disconfirmation
theory and value percept theory, the study provides a nuanced understanding of
how different factors influence these two types of value. This approach allows
for a more detailed analysis of customer behavior and satisfaction, which is less
common in existing literature that often treats perceived value as a monolithic
construct. Furthermore, the development and validation of a conceptual model
that investigates the relationships between food quality, atmosphere, service
quality, perceived price, perceived value (utilitarian and hedonic), customer
satisfaction, and revisit intention is another significant theoretical contribution.
This model offers a comprehensive framework for future research and practical
applications, filling a gap in the theoretical models available for understanding
customer behaviour in the restaurant industry.
This study’s findings provide some useful management insights.
The findings suggest that male customers have a higher intention to revisit the
restaurant than female customers, while other demographic factors such as age,
income, occupation, dining frequency, and willingness to pay show no significant
differences in revisit intention. This suggests that restaurant should focus on
strategies to maintain and enhance male customer revisit while simultaneously
addressing factors that may increase revisit intentions among female customers.
For male customers, targeted promotions such as sports-themed events, hearty meal
options, or drink specials could be effective. To attract more female customers, the
restaurant could consider offering health-conscious menu items, creating a more
inviting ambiance, or promoting group-friendly dining experiences. Additionally,
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maintaining high-quality service, cleanliness, and overall value will appeal

universally to all demographic groups.
The study highlights the significant role of food quality in perceived value
(Utilitarian Value and Hedonic Value), emphasizing the importance of enhancing
sweetness, healthiness, visual appeal, freshness, and customers’ sense of health in
restaurant menus. Improving food quality involves ensuring fresh and delicious
menu options, as well as meticulous attention to ingredient sourcing, food
standards, hygiene, and professional food processing techniques. Hedonic value is
heavily influenced by service quality, suggesting additional service activities and
online information to enhance amusement and customer happiness.
Improving service quality by professionalizing staff and providing modern facilities
can lead to better customer reviews and a greater likelihood of revisit intention.
Furthermore, although not emphasized in the study, investing in improving dining
room space and price competitiveness can enhance the dining experience and
attract more customers, especially during special occasions. Marketing activities
targeting female consumers and offering discounts, promotions, and gifts are also
recommended to boost consumption intentions.
This study aimed to provide accurate insights into existing customers; however,
three main limitations should be considered. First, the use of a convenience sample
presents challenges, particularly in terms of representativeness. The current study
provides valuable insights for theory development and business practice even
though representativeness is not a primary concern and the methods used were
compliant with approved principles and procedures. Furthermore, it was noted
that the sample respondents were predominantly female, and the age range of 20
to 25 years may not fully represent the broader population, potentially affecting
the results. Therefore, future research should include samples from a more diverse
demographic. Second, this paper focuses solely on a case study in Vietnam,
and further studies should consider multi-cultural comparisons across different
countries. Third, the relationship between perceived value and revisit intention
was only tested indirectly through customer satisfaction. Although there are a
few theories that mention that relationship, future studies should investigate this
association more thoroughly. Finally, future research should also consider possible
mediators and moderators within the model.

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Čimbenici koji utječu na percipiranu vrijednost i namjeru ponovnog posjeta

među potrošačima vijetnamskih restorana
Thi Mai Le1, Bao Trung Phan2, Viet Trung Dang3, Thi Thuy Anh Tran4

Sažetak

Rastuća bezdimna industrija suočava se s oštrom konkurencijom, što primorava

restorane da osmisle učinkovite strategije za zadovoljstvo kupaca i održavanje
profitabilnosti. U radu se istražuju čimbenici koji utječu na percipiranu vrijednost
kupaca i namjere ponovnog posjeta restoranima. Analizirajući podatke od 211
Vijetnamskih ispitanika koji su u restoranu nedavno večerali koristeći SPSS verziju
22 i Smart PLS 3, utvrđeno je da zadovoljstvo kupaca izravno utječe na namjeru
ponovnog posjeta. Štoviše, hedonistička vrijednost i utilitarne vrijednosti
neizravno utječu na namjere ponovnog posjeta kroz zadovoljstvo korisnika.
Kvaliteta hrane i usluga utječe na hedonističku vrijednost, pri čemu samo kvaliteta
hrane utječe na utilitarnu vrijednost. Ostali čimbenici pokazuju slabu korelaciju ili
da su loše procijenjeni. Ovo istraživanje doprinosi akademskoj zajednici i praksi
rješavanjem prethodnih ograničenja istraživanja i pružanjem praktičnih preporuka
za poboljšanje restorana.
Ključne riječi: namjera ponovnog posjeta, zadovoljstvo korisnika, utilitarna
vrijednost, hedonistička vrijednost
JEL klasifikacija: L8, M1, M3

1
Doktor znanosti, predavač, International School, Vijetnam National University Hanoi, 144
Xuan Thuy Street, District Cau Giay, Hanoi City, 100000, Vijetnam. Znanstveni interes:
ponašanje potrošača, primjena velikih podataka, e-marketing. E-mail: mailt@vnuis.edu.vn;
lethimai@vnu.edu.vn. ORCID: 0000-0001-9720-308X.
2
Magistar znanosti, predavač, International School, Vijetnam National University Hanoi, 144
Xuan Thuy Street, District Cau Giay, Hanoi City, 100000, Vijetnam. Znanstveni interes:
ekonomija, financije i menadžment. E-mail: Trungpb@vnuis.edu.vn.
3
Student, International School, Vijetnam National University Hanoi, 144 Xuan Thuy Street,
District Cau Giay, Hanoi City, 100000, Vijetnam. Znanstveni interes: menadžment,
računovodstvo i financije. E-mail 16071127@vnu.edu.vn.
4
Magistar znanosti, predavač, International School, Vijetnam National University Hanoi, 144
Xuan Thuy Street, District Cau Giay, Hanoi City, 100000, Vijetnam. Znanstveni interes:
menadžment, računovodstvo i financije. E-mail: Anhttt@vnuis.edu.vn. ORCID: 009-003-4935-
7940.