Research on Customer Perceived Value, Satisfaction and Repurchase Intention for a BBQ Restaurant

In recent years, as the domestic economy thrives continuously, the national eating habits have changed with a higher frequency of dining out. People expect more of their diets -- they are not just satisfied with eating their fill, but wish to eat well, healthily and enjoyably. However, for certain restaurants, they are also faced with increasingly heavy pressure from competition, knockouts and substitution. It has become the most immediate issue for all catering operators to attract new customers, improve customer satisfaction and keep old customers. Therefore, this study aims to (1) investigate how a BBQ restaurant's customer perceived value impacts customer satisfaction; (2) explore how a BBQ restaurant's customer satisfaction impacts repurchase intention; (3) probe into the mediation effect of customer satisfaction. This study constructed its research framework through literature review, conducted a questionnaire investigation on the customers of a BBQ restaurant in Tainan City by convenience sampling, and tested this framework via descriptive statistical analysis, ANOVA and analysis of regression. The study comes to the following conclusions: (1) customer perceived value has a positive impact on customer satisfaction; (2) customer satisfaction has a positive impact on repurchase intention; (3) customer satisfaction has a full mediation effect. The ANOVA reveals that average monthly personal income, among all basic attributes of consumers, exerts varying significant impact on the variables.