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 study is to extend previous researches. Specifically, this study determine integrated relationship between service quality dimensions on restaurant brand image, customer perceived value, customer satisfaction, word- of -mouth and customer loyalty in traditional restaurants in Vietnam.
A questionnaire is developed to determine the perception toward service quality as well as the relationship between variables in research framework. Furthermore, the research will conduct at traditional restaurants in Ho Chi Minh City, Vietnam. For this study, data analysis methods are used to test descriptive, reliability, validity, ANOVA, and SEM model.
From this survey, the result is expected to provide useful information for traditional restaurants, local government, invest projects, owner restaurant. This research is also providing experiences for them to manage restaurant system more effective. Therefore, traditional restaurants can build competitive advantages in the food service market.