Determinants Influencing Customer Satisfaction with Food and Beverage Services at VinWonders Phu Quoc
DOI:
https://doi.org/10.63783/dla.2026.016Keywords:
Customer satisfaction, food and beverage service, service quality, VinWonders Phu Quoc restaurants.Abstract
This study analyzes the factors influencing customer satisfaction with food and beverage services at the VinWonders Phu Quoc restaurant system in the context of increasing competition in the tourism and service industry. Data were collected through a direct survey of 301 customers. The study employs a five-point Likert scale and quantitative analytical methods, including Cronbach’s Alpha reliability testing, exploratory factor analysis (EFA), and multiple regression analysis using SPSS software. The results identify seven factors affecting customer satisfaction, namely reliability, responsiveness, assurance and service quality, empathy, tangible facilities, price, and food quality. Among these factors, food quality and responsiveness are found to have the strongest impact on customer satisfaction. Based on the empirical findings, the paper proposes several managerial implications aimed at improving food and beverage service quality, enhancing customer experience, and increasing overall customer satisfaction at VinWonders Phu Quoc.
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