Influence of marketing mix on customer satisfaction and loyalty about food service in Ho Chi Minh City

Abstract

This study aims to determine the direct influence of the marketing mix on customer satisfaction and loyalty as well as the indirect influence of the marketing mix on loyalty through customer satisfaction for food service at restaurants in Ho Chi Minh City. From building the scale, surveying 316 customers, and analyzing data by quantitative techniques such as testing the scale by Cronbach’s Alpha coefficient, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and hypothesis testing by Structural Equation Modeling (SEM) show that marketing mix has a positive role to customer satisfaction and loyalty for food service. Furthermore, customer satisfaction plays a significant mediating role in the influence of the marketing mix on customer loyalty. These findings suggest implications for focusing on developing a marketing mix for restaurants to improve customer satisfaction and loyalty.