Enhancing Customer Satisfaction in Myanmar's Restaurant Industry: Key Factors that Drive Success

In today's business landscape, customer satisfaction has become a central component in determining an organization's success. The capacity to retain existing customers while ensuring their utmost satisfaction across diverse aspects is vital for businesses to prosper and widen their customer base. The goal of this research is to provide a comprehensive framework for deciphering customer happiness in the continually changing restaurant industry, incorporating all critical components of the idea. The research methodology integrated secondary research and quantitative techniques to shed light on customer satisfaction. Convenience sampling was used for collecting data, and structural equation modelling (SEM) was applied to analyse the results. The primary purpose of this study is to contribute new knowledge about customer satisfaction, specifically in the Myanmar restaurant industry.