The Effect of Ambiance, Food, and Service Quality on Restaurant Customer Behavioural Intentions
Abstract
Purpose– The purpose of this paper was to investigate the relationships between restaurant quality attributes and customer behavioral intentions.Design/methodology/approach– An experimental design was chosen to provide a high level of internal validity. Three separate 3 × 2 factorial design experiments were conducted through 18 separate vignette scenarios for three levels of quality (below average, average and above average) of three common restaurant attributes (food, service and ambience) in two types of restaurants (quick service and upscale).Findings– The results indicated that the type of restaurant moderated the relationship between restaurant service and ambience quality and customer behavioral intentions.Practical implications– The results of this study suggest that management of quick-service and upscale restaurants should focus on food quality, but establish different resource allocation priorities with respect to service and ambience quality.Originality/value– This study examined the linearity of the relationships between three common restaurant attributes (food, service and ambience) for three levels of quality (below average, average and above average) in two types of restaurants (quick service and upscale).