Antecedents and Consequences of Customer Satisfaction: A Study of Sundanese Restaurant

Abstract

This study investigates the positive effects of price, food quality, and physical environment on customer satisfaction and examines how customer satisfaction influences revisit intention in the context of Sundanese restaurants in Greater Jakarta, Indonesia. Additionally, the research explores the moderating role of trust in the relationship between customer satisfaction and revisit intention. The study utilized a convenience sampling method, collecting data from 243 respondents through an online questionnaire distributed via Google Forms. The data were analyzed using partial least squares-structural equation modeling (PLS-SEM) with the SmartPLS 4 software. The findings demonstrate that price, food quality, and physical environment significantly and positively influence customer satisfaction. Moreover, customer satisfaction has a strong positive impact on revisit intention. However, the moderating role of trust in the relationship between customer satisfaction and revisit intention was not supported. These results emphasize that price perception, food quality, and physical environment are critical drivers of customer satisfaction and revisit intentions. Restaurant managers should focus on improving these factors to enhance customer satisfaction and loyalty. The absence of trust's moderating role suggests that alternative approaches or specific conditions may be necessary for trust to influence customer behavior meaningfully in this context.