The Impact of Restaurant Atmospherics Towards Restaurant Patrons’ Behavioral Intention in Southern Province of Sri Lanka

Wiriyanto Chandra ,N.p Wickramasekara

doi:10.7176/ejbm/13-1-02

Abstract

This study investigated the impact of atmospherics on the behavioral intention of restaurant patrons in Galle and Matara Districts in Southern Province of Sri Lanka. Based on the review of extensive literature pertaining to the store atmospherics, researchers examined four store atmospheric variables as exterior, general interior and decorations, human variable (employees) and layout & design. The data were collected over Mall Intercept Survey technique by randomly administering structured questionnaires to 300 respondents in Galle and Matara districts. First ANOVA test was performed to measure the fitness of the model and simple regression analysis was conducted to investigate the impact of atmospheric variables on behavioral intention. The results of the regression analysis indicated that restaurant atmospherics have an impact on behavioral intention of restaurant patrons. Moreover, it indicated that interior atmospheric variable (Cleanliness, Lighting, Foods/Beverages) was the most significant atmospheric variable which determine the behavioral intention in restaurant industry. Keywords: Atmospheric variables, Behavioral intention, Patrons, Restaurants. DOI: 10.7176/EJBM/13-1-02 Publication date: January 31 st 2021

Highlights

Consumer preferences have been changing rapidly in the world and consumers are buying foods and beverages, they are expecting a great dining experience in a pleasant environment. Blum (1996) stated that food service industry operators’ employing strategies are not so longer benefited with the changes of consumer’s preferences in the world.Around forty-seven years back, Kotler (1973) stated unique atmosphere as the most influential tools for generating repurchase behavior and consumers are making store selection decision by relying on store atmosphere rather than the merchandise they supplied
ANOVA test employed to show the fitness of the overall model at the beginning of this analysis and regression analysis were applied to identify the impact of restaurants atmospherics on behavioral intention
As well as the result of the ANOVA test depicted in table 2, that p=0.000 which is illustrated that overall model is significant and suggesting that general interior atmospheric variable is a significant predictor of patron’s restaurant behavioral intention

Summary

Introduction

Consumer preferences have been changing rapidly in the world and consumers are buying foods and beverages, they are expecting a great dining experience in a pleasant environment. Blum (1996) stated that food service industry operators’ employing strategies are not so longer benefited with the changes of consumer’s preferences in the world.Around forty-seven years back, Kotler (1973) stated unique atmosphere as the most influential tools for generating repurchase behavior and consumers are making store selection decision by relying on store atmosphere rather than the merchandise they supplied. Atmospherics recognized as a crucial marketing tool for retailers and which was identified as a primary product which is affecting on purchase decision significantly It stated that consumers are more responding to attractive atmosphere rather than the tangible product or services they offered and creation of unique attractive retail atmosphere is becoming a great strategy to grab consumers to outlets at the immense competition. It is reflected by Baker & Grewal (1994) as the physical attractiveness of store make great influence on behavioral intention than quality of merchandise and prices

Objectives

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Conclusion