This study is to identify the positive association of food quality, restaurant service quality, physical environment quality, and customer satisfaction with revisit intention of customers at fast food restaurants. Additionally, word of mouth is investigated as moderator on the relationship of customer satisfaction with revisit intentions of customers at fast food restaurants. Data were collected through a questionnaire survey from 433 customers of fast food restaurants through convenience sampling. Hypotheses of proposed model were tested using structural equation modeling with partial least squares SEM-PLS in SMART PLS 3. The results confirmed the positive association of food quality, restaurant service quality, physical environment quality, and customer satisfaction with revisit intentions of customers at fast food restaurants. However, word of mouth does not positively moderate the relationship of customer satisfaction with revisit intentions of customers at fast food restaurants. This study emphasizes the importance of revisit intention as a vital behavioral reaction in fast food restaurants. This study reveals revisit intention’s positive association with food quality, restaurant service quality, physical environment quality, and customer satisfaction based on stimulus-organism-response (S-O-R) theory. Furthermore, it is identified that social conformity theory does not hold its assumption when consumers experience quality and they are satisfied because word of mouth does not moderate the relationship of customer satisfaction with revisit intention of customer.

中文翻译：

---

对快餐店的满意度和重访意愿

这项研究旨在确定食品质量，餐厅服务质量，自然环境质量和客户满意度与快餐店顾客重访意愿之间的正相关关系。另外，作为主持人，对口碑进行了调查，以了解顾客满意度与快餐店顾客重访意愿之间的关系。通过便利抽样，通过对433家快餐店顾客的问卷调查收集了数据。使用具有SMART PLS 3中的偏最小二乘法SEM-PLS的结构方程模型测试了所提出模型的假设。结果证实了食品质量，餐厅服务质量，自然环境质量和客户满意度与客户快速回访意向的正相关关系食品餐馆。然而，口口相传并不能积极调节顾客满意度与快餐店顾客重访意愿之间的关系。这项研究强调了重新考虑意图作为快餐店中至关重要的行为反应的重要性。这项研究揭示了基于刺激－有机－响应（SOR）理论的重访意愿与食品质量，餐厅服务质量，自然环境质量和顾客满意度的正相关。此外，可以确定的是，当消费者体验到质量并对其感到满意时，社会整合理论就不会保留其假设，这是因为口口相传并不能缓解顾客满意度与顾客重访意愿之间的关系。