Pengaruh Food Quality Terhadap Customer Satisfaction dan Behavioral Intentions: Studi Kausal dan Analisis QFD Untuk Perbaikan Desain Produk

Abstract

The purpose of this research is to find empirical evidence of the relationship of food quality, customer satisfaction, and behavioral intentions in fast food Restaurant in Surakarta. In addition, this study also identify consumers perceived   food quality in building customer satisfaction and behavioral intentions that can be the basis for the design of product/service. This study was used survey method on an international fast food restaurant customers with samples of 110 respondents, taken by convenience sampling method. Data were collected with questionnaire, then analyzed by using regression technique. The results show that: 1) Food quality affect customer satisfaction, 2) Customer satisfaction affect behavioral intentions. 3) Food quality affect behavioral intentions. 4) Customer satisfaction mediates the relationship between food quality and behavioral intentions.

Keywords: food quality, customer satisfaction, behavioral intentions, product design