Diners' satisfaction and behavioural intentions towards servicescape in full service restaurants in Malaysia

Abstract

The purpose of the study is to identify factors related to the physical environment of full service restaurants, using planned behavioral theory and implementing the GAP model, and utilizing data from the expectation and perception of diners, and to determine the important attributes perceived by the diners. The study also attempt to assess the relationship between the variables and the satisfaction level and intention behavior, determining which dimension of servicescape has the most impact on influencing diners, overall satisfaction towards full service restaurants. In this study the effect of color in servicescape and its relation to customer behavior will be highlighted and examined. Data gather through sampling of full service restaurant customers by implementing a structured self-administrated questionnaire to restaurant diners. Factor analysis and multiple regressions use to analyze the data. Statistical Package for the Social Sciences (SPSS) employs to analyze the data for result. Key findings include the role of functional and effective service environment components in shaping consumer satisfaction and future patronage intentions. This study identifying weather the atmospherics and servicescape color as stimuli enhance positive emotions that mediate the relationship between atmospherics, satisfaction and future behavioural outcomes in the restaurant consumption experience.