Fast-food restaurant customer satisfaction in Thailand: A structural equation model path analysis.

Fast-food restaurant customer satisfaction in Thailand: A structural equation model path analysis.

This study explored the theoretical evidence and empirical data of factors influencing fast-food restaurant customer satisfaction (ST) in Thailand. The analysis was conducted on the six hypotheses relationships between ST, marketing communications (MC), brand value (BV), and brand quality (BQ). Init...

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Bibliographic Details
Main Authors: Ririnda Tangtatswas, Assist. Prof. Dr. Puris Sornsaruht, Assoc. Prof. Dr. Paitoon Pimdee
Format: Article
Language:English
Published: AfricaJournals 2019-09-01
Series:African Journal of Hospitality, Tourism and Leisure
Subjects:
Brand quality
brand value
marketing communications
SEM
Thailand
Online Access:https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_2_vol_8_5__2019_thailand.pdf

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