Enhancing Customer Satisfaction in Myanmar's Restaurant Industry: Key Factors that Drive Success

Theingi Aung; Sui Reng Liana; Arkar Htet; Amiya Bhaumik

doi:10.56556/jssms.v3i1.644

Authors

Theingi Aung Faculty of Business and Accounting, Lincoln University, 47301 Petaling Jaya, Selangor D. E., Malaysia
Dr. Sui Reng Liana Faculty of Business and Accounting, Lincoln University, 47301 Petaling Jaya, Selangor D. E., Malaysia
Arkar Htet Faculty of Business and Accounting, Lincoln University, 47301 Petaling Jaya, Selangor D. E., Malaysia https://orcid.org/0000-0003-1301-3604
Dr. Amiya Bhaumik Faculty of Business and Accounting, Lincoln University, 47301 Petaling Jaya, Selangor D. E., Malaysia

DOI:

https://doi.org/10.56556/jssms.v3i1.644

Keywords:

customer satisfaction, Myanmar restaurant industry, service quality, food quality, Hygienic & Cleanliness

Abstract

In today's business landscape, customer satisfaction has become a central component in determining an organization's success. The capacity to retain existing customers while ensuring their utmost satisfaction across diverse aspects is vital for businesses to prosper and widen their customer base. The goal of this research is to provide a comprehensive framework for deciphering customer happiness in the continually changing restaurant industry, incorporating all critical components of the idea. The research methodology integrated secondary research and quantitative techniques to shed light on customer satisfaction. Convenience sampling was used for collecting data, and structural equation modelling (SEM) was applied to analyse the results. The primary purpose of this study is to contribute new knowledge about customer satisfaction, specifically in the Myanmar restaurant industry.