Comparing service quality and consumers’ return intention between franchise and self managed restaurants in HCMC

Abstract

The paper attempts to measure the impact of service quality on customers’ return intention and compare service quality and customers’ return between franchised and self-managed restaurants. Factors and variables of this study are adjusted from DINESERV model. The study is conducted on a sample of 363 customers of franchised and self-managed restaurants in Ho Chi Minh City. The results show that two factors of service quality such as reliability and responsiveness affect customers’ return intention. We also find that there are significantly differences in service quality and customers’ return intention between the franchised and self-managed restaurants. We suggest managerial implications to improve service quality of restaurants accordingly.