Investigation of the Effect of Restaurant Atmosphere on Behavioral Intention

Abstract

The present study aims to examine the effect of restaurant atmosphere on behavioral intention. The study sample group consists of 412 guests visiting the à la carte restaurants residing in Bodrum destination. The questionnaire was applied to restaurant customers between June-December 2018. The convenience sampling method was used within the scope of the research. SPSS and AMOS statistical programs were utilized to calculate the validity and reliability of the questionnaire and test the hypotheses. When the study results are examined, it can be noted that the spatial layout & employee factor and view from the window had a positive effect on the revisit intention, word-of-mouth intention, and willingness to pay more. Furthermore, it was determined that the ambiance affected the willingness to pay more positively. Nonetheless, it has been identified that there was no statistically significant effect of the ambiance and facility aesthetics on the revisit intention and word-of-mouth intention. Finally, it was figured out that facility aesthetics did not statistically significantly affect willingness to pay more.

Pengaruh Restaurant Atmosphere Dan Perceived Value Terhadap Customer Behavioral Intention Pada Resto Seafood Situbondo

“…Hal ini disebut dengan restaurant atmosphere atau suasana restoran yang memperhatikan aspek visual dan menghadirkan suasana yang menarik dalam ruang makan sehingga mampu menarik perhatian pelanggan dan mempengaruhi customer behavioral intention. Hal ini didukung dengan penelitian yang dilakukan oleh Kement et al, (2021) yang menghasilkan bahwa atmosphere memiliki pengaruh terhadap behavioral intention pada restoran á La Carte di Bodrum, Turki. Namun, penelitian oleh Tamburin et al (2019), yang menemukan bahwa "atmosfer" pada lima restoran di Manado tidak berdampak langsung pada behavioral intention, menunjukkan bahwa suasana di restoran tidak selalu berdampak langsung pada customer behavioral intention.…”

“…Saleh dan Mariah (2020) menyatakan bahwa suasana lingkungan menjadi salah satu faktor terpenting dalam suatu bisnis. Ini sejalan dengan penelitian yang dilakukan oleh Kement et al (2021), yang menemukan bahwa atmosphere memengaruhi behavioral intention. Dengan adanya suasana yang baik di restoran, perusahaan dapat menarik konsumen untuk datang dan membeli sesuatu.…”

Enhancing SME contribution to economic development: A perspective from an emerging economy

“…Wach (2020) underlines that knowledge and innovations are one of the most important determinants in corporate growth of small business modelling. According to Eniola & Entebang, (2015) and Kement et al (2021), innovation is defined as the implementation of new ideas to improve upon the existing goods and services or the introduction of new goods or services in the market. The Organization for Economic Co-operation and Development (OECD) has grouped innovation into four types namely: process, product, marketing, and organizational innovation.…”

Customer Brand Personality, Dining Experience, and Satisfaction at Luxury Hotel Restaurants

“…Scholars use various terms to describe the dining experience from the restaurant's perspective. The dining experience, eating out experience, restaurant experience, dining quality, and service experiences are distinct terms used interchangeably (Kement et al, 2021). Some of them divided these experiences into tangible and intangible experiences.…”