In recent years, traditional restaurant has become growing forms in the food service industry of Vietnam. Specially, in Ho Chi Minh City, the restaurant serves traditional food is familiar with both Vietnamese and international customers. Traditional restaurant contributes to maintain traditional cultural values. Therefore, many countries with developed tourism focus on their image of country through culinary destination tourism. The objective of this research is to determine an integrated relationship among service quality dimensions, restaurant brand image, customer perceived value, customer satisfaction, word-of-mouth and customer loyalty in traditional restaurants in Vietnam.
The model was tested on a sample of three traditional restaurants in Ho Chi Minh City, resulting with 334 usable questionnaires on which statistical analysis was performed.
From this survey, the result provided useful customers demographic information for traditional restaurants, local government, investment projects, and restaurant owner.
The results reveal that the relationship of service quality dimensions have significant influences on brand image, customer perceived value and customer loyalty. In addition, customer satisfaction has significant influence on word-of-mouth and customer loyalty. As service quality is one of the key factors for achieving competitive advantages in restaurants, research implications and future research directions conclude the study report.
