Mediating Effect of Customer Satisfaction on the Relationship between Service Quality and Restaurant Environment Towards Revisit Intention: A Conceptual Paper
DOI:
https://doi.org/10.24203/gxzpmz37Keywords:
Fast-Food, DINESERV Model, Customer Satisfaction, Service Quality, Environment, Revisit IntentionAbstract
The global fast-food industry continues to grow rapidly, driven by evolving consumer preferences and heightened competition. Ensuring customer satisfaction is essential for long-term success, as satisfied customers are more likely to remain loyal, recommend the restaurant, and revisit. This conceptual paper investigates how customer satisfaction mediates the relationship between service quality and restaurant environment in influencing revisit intentions at fast-food outlets in Malaysia’s Klang Valley. Using the DINESERV framework, this study conceptually explains the interplay among these constructs and highlights their implications for enhancing customer loyalty and operational excellence in the fast-food industry.
References
Abou Ali, A., Abbass, A., & Farid, N. (2020). Factors Influencing Customers’ Purchase Intention in Social Commerce.
International Review of Management and Marketing, 10(5), 63–73.
Al Alsaadi, A. A, Cabeza Ramírez, L. J., Santos Roldán, L., & González Mohíno, M. (2025). Understanding customer loyalty in fast food restaurants: Exploring the moderating effect of relational benefits in the United Arab Emirates. SAGE Open, 15(2), 1–20. https://doi.org/10.1177/21582440251339805
Angelina, Yosephine & Untoro, Wisnu & Suryandari, Retno & Wahyudi, Lilik. (2024). How Critical is Tourism Engagement in Determining Traveller Loyalty?.
Beling, C. and Flink, M. (2017). Food for Thought: A Study on the Digitalization of Restaurant Interactions.
Chang, H. H., Wang, Y. H., and Yang, W. Y. (2009). The Impact of E-Service Quality, Customer Satisfaction and Loyalty on E-Marketing: Moderating Effect of Perceived Value. Total Quality Management. 20(4), pp. 423-43.
Chun, Se-Hak & Nyam-Ochir, Ariunzaya. (2020). The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation Using DINESERV Scale. Sustainability. 12. 7435. 10.3390/su12187435.
Choong, S. N., Leong, C. J., Leong, W. X., Loh, F. Y., & Teo, K. L. (2013). A Study of Employees’ Turnover Intention among Generation Y in Fast-food Industry. Available at: http://eprints.utar.edu.my/1025/1/BA-2013-0705291-1.pdf
Daries-Ramón, N., Cristóbal, E., Ferrer-Rosell, B., Mariné-Roig, E. (2018). Behaviour of Culinary Tourists: A Segmentation Study of Diners at Top-Level Restaurants. Intangible Capital. 14(2), pp. 332–355.
Dehghani, Milad & Tümer, Mustafa. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior. 49. 597-600. 10.1016/j.chb.2015.03.051.
Deliotte (2021). The Future of Hospitality. Uncovering Opportunities to Recover and Thrive in the New Normal.
Dishman, L. (2020). The Delivery App Landscape is Changing and Sustaining Businesses during COVID-19. [Online]. Available at: https://www.uschamber.com/co/good-company/launch-pad/coronavirus-pandemic-food-delivery-businesses
Eid, R., Al Zaabi, A., Alzahmi, R., & Elsantil, Y. (2019). Integrating Internal Branding Antecedents, Customer and Job Satisfaction in the Public Sector. International Journal of Organisational Analysis. 27(5), pp. 1480–1503.
Farooqui, M. & Alwi, S. K. K. (2019). Fast-food Trend Analysis by Evaluating Factors Leading to Customer Satisfaction. Journal of marketing and Consumer Research. A Peer-Reviewed Journal. 55, pp. 54-70.
Fultz, P., & Rampoldt, J. (2016). An Appetite for Change: Key Trends Driving Innovation in the Restaurant Industry. KPMG. [Online]. https://assets.kpmg/content/dam/kpmg/pdf/2016/07/kr-gtl-an-appetite-for-change.pdf
Gefan, D. (2002). Customer Loyalty in E-Commerce. Journal of the Association of Information System. 3(1), pp. 27-51.
Global Data (2021). Malaysian Foodservice Profit Market to Grow by a CAGR of 10.9% driven by Economic Rebound. https://globaldata.com/malaysian-foodservice-profit-market-grow-cagr-10-9-driven-economic-rebound-says-globaldata/
Goceri, M. S., and Goceri, T. (2017). Measuring the Service Quality of Fast-food Restaurants in Turkey using a Hybrid Multi Criteria Decision Making Approach. Proceedings of the International Conference on Industrial Engineering and Operations Management Bogota, Colombia. PP. 1394- 1400.
Gustafsson, I. B., Ostrom, A., Johansson, J. and Mossberg, L. (2006). The Five Aspects Meal Model: A Tool For Developing Meal Services In Restaurants. Journal of Foodservice, Vol. 17.
Habib, F. Q., Dardak, R. A., & Zakaria, S. (2011). Consumer’s Preference and Consumption towards Fast-food: Evidence from Malaysia. Business Management Quarterly Review. 2(1), 14- 27.
Hameed, Shahid & Kanwal, Munaza. (2018). Effect of Brand Loyalty on Purchase Intention in Cosmetics Industry. Research in Business and Management. 5. 25. 10.5296/rbm.v5i1.12704.
Hussain, K., Jing, F., Junaid, M., Bukhari, F. A. S., & Shi, H. (2019). The Dynamic Outcomes of Service Quality: A Longitudinal Investigation. Journal of Service Theory and Practice. (71572056).
Kok, T. H., & Kim, V. W. E. (2021). Examining the Factors that Influence Consumer Satisfaction with Online Food Delivery in Klang Valley, Malaysia. The Journal of Management Theory and Practice (JMTP). 2(2), pp. 88-95.
Liu, C.-Y., & Lee, S.-H. (2021). Aesthetic environment and revisit intention in QSRs: SERVQUAL evaluation in Taiwan. International Journal of Contemporary Hospitality Management, 33(5), 1702–1720.
Liu, Y. & Jang, S., (2009). The Effects of Dining Atmospherics: An Extended Mehrabian – Russell Model. International Journal of Hospitality Management. 8(4), 494–503.
Longart, P., Wickens, E., and Bakir, A. (2018). An Investigation into Restaurant Attributes: A Basis for a Typology. International Journal of Hospitality & Tourism Administration. 19(1), pp. 95-123.
Mansoor, H. (2021). Top Customer Experience Trends for 2022. Customer Think. [Online]. Available at: https://customerthink.com/top-customer-experience-trends-for-2022/
Mirabi, V., Akbariyeh, H. and Tahmasebifard, H. (2105) A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology, 2, 267-273.
Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the Influence of Store Attributes on Customer Experience and Customer Engagement. International Journal of Retail and Distribution Management. 45(11), pp. 1138–1158.
Mordor Intelligence. (2025). Malaysia foodservice market size & share analysis. https://www.mordorintelligence.com /industry-reports/malaysia-foodservice-market giiresearch.com+5mordorintelligence.com+5mordorintelligence.com+5
Norris, C. L., Taylor, S. J., & Taylor, D. C. (2021). How the Restaurant Industry Adapted during COVID-19 Restrictions. International Hospitality Review. Emerald Insight.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988) SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
QuBeyond, Inc. (2024). 5th Annual State of Digital for QSR & Fast Casual Brands. Qu. https://www.qubeyond.com/ 2024-5th-annual-state-of-digital-for-qsr-amp-fast-casual-brands/qsrmagazine.com+7qubeyond.com+7linkedin.com+7
Rather, Raouf & Hollebeek, Linda. (2020). Experiential Marketing for Tourism Destinations.
Rathnasiri, Mananage Shanika & Kumar, Pawan & Aggarwal, & Nair, Kiran & Dewasiri, N.. (2025). Influences of atmospherics on customer satisfaction and behavioural intentions in the restaurant industry: Evidence from an emerging economy. PLOS ONE. 20. 10.1371/journal.pone.0319948.
Razak, A. A., Ishak, M. F., Yazid, M. F. M., & Umar, A, M. A. (2020). Measuring Customer Expectations towards Achieving Customers Satisfaction in Luxury Hotel Services. Journal of Critical Review. 7(4), pp. 1076 – 1085.
Safitri, F. N. A. Surachman, and Mugiono (2020). Analysis of Atmosphere, Social Environment, Food Quality, and Price through Revisit Intention by Customer Satisfaction as a Mediation Variable: Case Study on Customer in Loe Mien Toe Coffee, Malang City. South East Asia Journal of Contemporary Business, Economics and Law. 21(5), pp. 143-150.
Shafiq, A., Mostafiz, M. I., & Taniguchi, M. (2019). Using SERVQUAL to Determine Generation Y’s Satisfaction towards Hoteling Industry in Malaysia. Journal of Tourism Futures. 5(1), pp. 62– 74.
Shamsuddin, M. F., Yazid, M. F. M., Hasan, S., & Kadir, B. (2020). Review on Service Quality in Fast-food Restaurant. Customer Satisfaction as Mediator. Journal of Critical Reviews. 7(16), pp. 997-1006.
Singh, P. (2021). How Does Digital Transformation Eliminate the Top Challenges of Food Industry? CIO. [Online]. https://cio.economictimes.indiatimes.com/news/corporate-news/how-does-digital-transformation-eliminate-the-top-challenges-of-food-industry/85366259
Stevens, P., Knutson, B. and Patton, M. (1995) Dineserv: A Tool for Measuring Service Quality in Restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36, 56-60. http://dx.doi.org/10.1177/001088049503600226
Suchanek, P. & Kralova, M. (2018). Customer Satisfaction and Different Evaluation of it by Companies. Economic Research –Ekonomska Istrazivanja. 31(1), pp.1330-1350.
Sumaedi, S., and Yarmen, M. (2015). Measuring Perceived Service Quality of Fast-food Restaurant in Islamic Country: A Conceptual Framework. Procedia Food Science. Science Direct. PP. 119-131.
Villanueva, M. C. C., Alejandro, A. F., & Ga an, M. L. P. (2023). Measuring the service quality, customer satisfaction, and customer loyalty of selected fast food restaurants during the COVID 19 pandemic. Open Journal of Business and Management, 11, 1181–1207. https://doi.org/10.4236/ojbm.2023.113066
Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast-food Industry in Malaysia. Administrative Sciences, 9(1), p.4.
Zeithaml, Valarie, A., Bitner, J. M. and Gremler, Dwayne, D. (2009). Services Marketing: Integrating Customer Focus across the Firm. McGraw Hill International Edition.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Asian Journal of Business and Management
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
- Papers must be submitted on the understanding that they have not been published elsewhere (except in the form of an abstract or as part of a published lecture, review, or thesis) and are not currently under consideration by another journal published by any other publisher.
- It is also the authors responsibility to ensure that the articles emanating from a particular source are submitted with the necessary approval.
- The authors warrant that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required.
- The authors ensure that all the references carefully and they are accurate in the text as well as in the list of references (and vice versa).
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.
