How Servicescape Affects Diners’ Satisfaction and their Behavioral Intentions in Family Chain Restaurants

• 발행기관: 세계문화관광학회
• 저자명: Mohhidin Othman Bahar Goodarzirad Muhammad Shahrim Abdul Karim
• 간행물 정보: 『Conference Proceedings』11th International Joint World Cultural Tourism Conference 2010, 564~576쪽, 전체 13쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

The concept of servicescape and its effect on customer satisfaction and behavioral intentions has been studied extensively in various areas of service retailing but not in the family branded restaurants in Malaysia. The aim of this paper is to fill in some of the research gap by testing the effects of servicescape (facility aesthetics, layout accessibility, seating comfort, ambient condition and cleanliness) on diners’ satisfaction and behavior. Findings include the important role of functional and effective servicescape components in shaping diners‘ satisfaction and their behavioral intentions. Each dimension was identified as the determining attributes which strongly predicted the satisfaction and their important roles in the formation of future repatronage intentions. The finding also provides insights to the restaurateurs on the importance of servicescape in eliciting positive images of the restaurants. Hence, the restaurateurs will be able to better serve the customers and increase their satisfaction and revisit intentions.

목차

ABSTRACT

INTRODUCTION

LITERATURE REVIEW

RESEARCH FRAMEWORKS AND HYPOTHESES

HYPOTHESES

RESEARCH METHODOLOGY

RESULTS

MULTIPLE REGRESSIONS ANALYSIS AND HYPOTHESES TESTING

CONCLUSION AND IMPLICATIONS

REFERENCES

키워드

Diners’ Satisfaction Behavioral Intentions Servicescape Family chain Restaurants Malaysia