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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

Effect of Meal Experience on Customer Satisfaction and Revisit Intention towards Espace Café and Restaurant (Yadanar Soe, 2025)

https://meral.edu.mm/records/11816
https://meral.edu.mm/records/11816
6a716e4e-1724-4699-ad6d-a35c287e1d53
eb0bc31c-e9b8-437f-a4f0-111678198ee3
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Yadanar Yadanar Soe, EMBA II - 75, 20th Batch.pdf (1.1 MB)
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Title
Title Effect of Meal Experience on Customer Satisfaction and Revisit Intention towards Espace Café and Restaurant (Yadanar Soe, 2025)
Language en
Publication date 2025-05-01
Authors
Yadanar Soe
Description
The aims of this research are to examine how food quality, service speed, and
ambiance influence customer satisfaction, to investigate the impact of customer satisfaction
on the intention to return, and to assess the moderating role of word of mouth on the
connection between customer satisfaction and revisit intention regarding Espace Café and
Restaurant. This study utilizes both primary and secondary data. The sample size of 377
for the unknown population was determined using the Raosoft sample size calculator.
Primary data is gathered from every fifth customer visiting Espace Café and Restaurant
through a systematic sampling approach. The primary data is gathered using the online
survey method. A structured questionnaire employing a 5-point Likert scale is utilized to
gather the primary data. Secondary data is collected from prior research articles, textbooks,
websites, and other relevant information sources from Espace Café and Restaurant.
Descriptive statistics and linear regression techniques are utilized to examine the data. The
regression outcome also shows that food quality, service speed, and ambiance positively
and significantly impact customer satisfaction. Furthermore, customer satisfaction
positively influences the intention to revisit. It has been determined that word of mouth
does not act as a moderating factor in the relationship between customer satisfaction and
the intention to revisit. To boost customer satisfaction and the likelihood of return visits,
Espace Café and Restaurant needs to concentrate on improving food texture, portion sizes,
flavors, and presentation to align with customer expectations. In addition, ensuring prompt
and precise service, efficient staff scheduling, and a soothing and pleasant environment
with appropriate music and minimal noise levels will enhance customer satisfaction and
foster repeat visits.
Thesis/dissertations
Yangon University of Economics
Dr. Than Thu Zar
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