Food Quality Impacts Customer Satisfaction and Purchase Recommendations in a Bandung Culinary Business

Abstract

This study investigates the structural relationships driving customer behavioral intentions and advocacy within the vibrant culinary sector of Bandung, Indonesia. Specifically, the research models the impact of food quality on customer intention and customer satisfaction, while examining how these variables subsequently trigger customer recommendations. Utilizing a quantitative approach, the study analyzes the empirical data through Partial Least Squares Structural Equation Modeling (PLS-SEM), supplemented by Latent Variable (LV) Prediction and the Cross-Validated Predictive Ability Test (CVPAT). The measurement model establishes robust convergent validity (AVE $> 0.680$), excellent internal consistency reliability and a complete absence of multicollinearity. Discriminant validity assessments via the Fornell-Larcker criterion and the Heterotrait-Monotrait (HTMT) ratio further confirm the distinctiveness of all latent constructs.

The structural path analysis reveals that food quality exerts a remarkably strong, positive impact on customer intention and significantly boosts customer satisfaction. Additionally, customer intention significantly and positively influences both customer recommendation and customer satisfaction. Heightened customer satisfaction, in turn, significantly enhances the generation of positive recommendations. Ultimately, these findings prove that food quality acts as the primary catalyst in a powerful behavioral chain reaction. By maintaining exceptional culinary standards, restaurant operators in Bandung can effectively capture consumer intentions, maximize dining satisfaction, and secure organic market growth through invaluable word-of-mouth recommendations.