The Effect of Quality of Physical Environment, Food and Service on Customer Satisfaction and Behavioral Intentions in Pekanbaru

Sri Restuti

doi:10.7176/ejbm/11-29-02

Abstract

This study aimed to determine direct and indirect effect of the three elements of food service quality dimensions which consisted of quality of physical environment, food and service both on customer satisfaction and behavioral intentions based on the Kisang’s Model (2012).The data obtained from the distribution of questionnaires to 300 respondents in Pekanbaru, Indonesia. The data were collected bypurposivesampling technique. The data were analyzed by using inferential statistics using path analysis with PLS.The research result showed that directly, thequality of physical environment and food quality had a significant and positive effect on behavioral intentions. However, service quality did not have significant effect onbehavioral intentions. Indirectly,customer satisfaction affected significantly and positively, which means that it mediated between quality of physical environment, food and service of behavioral intentions. Keywords: Physical environment quality, food quality, service quality, customer satisfaction dan behavioral intentions. DOI : 10.7176/EJBM/11-29-02 Publication date :October 31 st 2019

Highlights

Background of StudyRestaurant business never dies, even this business is growing along with the development of population and lifestyle
The validity test of the research instrument showed that the value of r count> r table (0.113) and was positive, so it can be stated that all indicators used in this study were valid
This study found that Food Quality had a positive and significant effect on behavioral intentions

Summary

Introduction

Background of StudyRestaurant business never dies, even this business is growing along with the development of population and lifestyle. Central Bureau of Statistics (BPS) data showed that in Indonesia over the past 10 years, the average expenditure per capita a month for food and beverages is 51% of total expenditure. The growth of restaurants in Indonesia grows along with more people who like to eat in restaurants and become a lifestyle. In Pekanbaru, the average growth for six years in 2015 was 9.28%. The increasing number of restaurants is caused by the trend of visiting restaurants as a biological necessity but as a place for socialization as well. In line with the trends of the culinary industry in Indonesia which presents various unique and delicious food menus, it alsogives variety of attractive offers that increasingly increase consumers’ interest to eat outside more

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