Studying the Effect of Food Quality Dimensions (Physical Environment, Food and Services) on Mental Image of the Restaurant and Customers' Satisfaction and Intentions based on Kisang's Model

Abstract

The present paper explores the effect of food quality dimensions (physical environment, food, and services) on mental image of the restaurant and customers' satisfaction and intentions based on Kisang's model (2012). In order to test the hypotheses, Kisang's questionnaire was used whose validity was measured via face validity and reliability was evaluated by means of Cronbach's alpha coefficient. The statistical sample included 208 customers of restaurants in Isfahan province who were selected via simple sampling. The hypotheses were tested by means of structural equations modeling at confidence level 0.95%. One primary hypothesis and ten secondary hypotheses were proposed through which the effect of qualitative dimensions on mental image, perceived value, and finally customers' satisfaction and intentions was evaluated. The findings disclosed that quality dimensions (physical environment quality, food quality, and service quality) have a positive and significant effect on customer's mental image with regard to the restaurant and customer perceived value. Also, customer's mental image has a reverse effect on customer satisfaction. Other results revealed that the effect of customer's mental image on perceived value is positive and significant. Moreover, given to the findings, perceived value has a direct effect on customer satisfaction which has a positive and significant effect on customer's after-purchase behavior.

Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry

“…Finally, the outcomes of this study showed that physical environment has a significant positive impact on customer satisfaction, and were supported by past researches (Gagić et al, 2013;Haery & Badiezadeh, 2014;Nam et al, 2011;Ryu et al, 2012). Haider et al (2010) also found that physical environment was a key driver of brand preference.…”

Faktor-Faktor Yang Berkontribusi Dalam Memilih Restoran Di Minahasa Utara

“…Salah satu hal yang perlu diperhatikan terkait peningkatan kepuasan layanan adalah memperhatikan apa yang menjadi perhatian para pelanggan sehingga mereka tertarik untuk datang makan di restoran . Beberapa penelitian terkait menegaskan hal yang sama bahwa untuk menarik pehatian pelanggan untuk datang makan di restoran harus memperhatikan faktor-faktor terkait minat pelanggan seperti kualitas makanan dan kualitas layanan (Josiam, Molave, & Foster, 2014;Haery, 2014), suasana (Ryu & Jang, 2008), kewajaran harga (Ryu & Han, 2010), serta kenyamanan (Raab, Zemke, Hertzman, & Siggh, 2013).…”

“…Beberapa penelitian juga mendapati faktor-faktor yang bisa membentuk kualitas layanan diantaranya: keramahan dan penampilan pegawai (Kim et al, 2009), ketrampilan di dalam penyajian makanan serta pengetahun mendalam tentang makanan yang disajikan (Markovic, Raspor, & Dorcic, 2011). Penelitian-penelitan terdahulu mendapati pentingnya faktor-faktor layanan dalam penilaian pelanggan (Ha & Jang, 2010;Ryu, Lee, & Kim, 2012;Haery, 2014;Jeong, Chun, Joo, & Yoon, 2013).…”

Pengaruh kualitas produk dan jasa pada ekuitas pelanggan di Coffee Toffee Indonesia

“…Dimensi kualitas (kualitas lingkungan fisik, kualitasmakanan, dan kualitas layanan) memiliki efekpositif dan signifikan terhadap citra mental pelanggandan berkaitan dengan restoran dan nilai yang dirasakan pelanggan. Efek dari gambaran mental pelanggan pada nilai yang dirasakan adalah positif dan signifikan ( Haery, 2014). Dalam bisnis restoran, pelanggan yang puasakan kembali dan memberikan word of mouth.…”