Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia
The ultimate goal of any business especially in hospitality industry is customer satisfaction, which is defined as a customer’s perception of the performance of a product or service, with regard to his/her expectations. It is further identified as an important antecedent to repurchasing, loyalty,...
| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/84512/1/FSTM%202019%2021%20ir.pdf |
| _version_ | 1825951939165159424 |
|---|---|
| author | Ebrahimian, Mahshid |
| author_facet | Ebrahimian, Mahshid |
| author_sort | Ebrahimian, Mahshid |
| collection | UPM |
| description | The ultimate goal of any business especially in hospitality industry is customer
satisfaction, which is defined as a customer’s perception of the performance of
a product or service, with regard to his/her expectations. It is further identified as
an important antecedent to repurchasing, loyalty, positive word-of-mouth, and
long-term relationships with the company. As a result, restaurant managers have
changed their focus to the characteristics of customer behavioral intentions
rather than just satisfaction. Therefore, investigating the most important and
affective attributes that lead to customer satisfaction and positive behavioral
intentions is critical for restaurant success. Despite the extensive literature in the
restaurant segment, there are gaps in the analysis of customer satisfaction and
behavioral intentions in terms of a comprehensive model including service
quality, food quality, physical environment quality, price, and technology along
with the attitude towards behavior, subjective norm and perceived behavioral
control. Therefore, the current study will fill the gap by considering aspects that
were not included in the previous researches. Moreover, previous studies have
applied the traditional view of satisfaction indicating that the attribute
performance has a symmetrical correlation with satisfaction. While, the nonlinear
and asymmetric relationships between attribute performance and satisfaction
proposes that the performance of all attributes do not have equal and same effect
on customer satisfaction. Thus, integrating the asymmetric effects of restaurant
aspects on satisfaction allows restaurant managers to identify features that are
more likely to trigger satisfaction or dissatisfaction. Therefore, in this study, the
structural equation modeling (SEM) was used to evaluate the relationships
between customer satisfaction, behavioral intentions and the independent
variables of service quality, food quality, physical environment, price and
technology. The effect of restaurant attributes along with the effect of TPB
constructs on behavioral intentions were also examined. In addition, the
Importance–Performance Analysis (IPA) approach was used to assess the keydrivers
of customer satisfaction and their asymmetric effects. Data for this quantitative study was collected from 400 customers at casual dining restaurants
located in KLCC and Pavilion shopping malls. Findings showed that there is a
statistically significant relationship between customer satisfaction and each of
the independent variables. It also revealed that customer satisfaction
significantly mediates the relationship between restaurant attributes and
behavioral intentions. Furthermore, there is a statistically significant positive
association between satisfaction and behavioral intentions. The IPA results
showed that restaurant attractiveness, employee knowledge, fair menu price and
availability of smart phone application play the role of basic factors (dissatisfiers)
in casual dining restaurants, and that the casual dining outlets should improve
these important areas to create satisfied customers. In addition, restaurant
cleanliness, bill accuracy, safe transaction, polite and experienced employees,
food taste and quality, ambient conditions, seating comfort, appropriate portion
size, and Wi-Fi availability are considered as the performance factors (hybrids),
which appear to be key attributes for casual dining restaurants’ success. Almost
all empathy parameters of the service-related attributes, menu variety, price,
food presentation, restaurant colour, dining privacy and direction’ sings are
considered as the excitement factors (satisfier) in casual restaurants, which are
typically unexpected by customers. Overall, this study suggested that basic
factors and performance factors are the pivotal aspects to create satisfied
customers and positive post-dining behavioral intentions. Therefore, results of
this study shed light on prioritizing focus and resource allocation by the casual
dining restaurant managers based on attributes contributions to customer
satisfaction and behavioral intentions in order to generate higher profit for the
restaurant. Besides, these findings can also be used by restaurant managers to
set customer-oriented guidelines and strategies in order to make the casual
dining outlet a more popular choice. |
| first_indexed | 2024-03-06T10:37:32Z |
| format | Thesis |
| id | upm.eprints-84512 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T10:37:32Z |
| publishDate | 2019 |
| record_format | dspace |
| spelling | upm.eprints-845122022-01-03T07:22:06Z http://psasir.upm.edu.my/id/eprint/84512/ Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia Ebrahimian, Mahshid The ultimate goal of any business especially in hospitality industry is customer satisfaction, which is defined as a customer’s perception of the performance of a product or service, with regard to his/her expectations. It is further identified as an important antecedent to repurchasing, loyalty, positive word-of-mouth, and long-term relationships with the company. As a result, restaurant managers have changed their focus to the characteristics of customer behavioral intentions rather than just satisfaction. Therefore, investigating the most important and affective attributes that lead to customer satisfaction and positive behavioral intentions is critical for restaurant success. Despite the extensive literature in the restaurant segment, there are gaps in the analysis of customer satisfaction and behavioral intentions in terms of a comprehensive model including service quality, food quality, physical environment quality, price, and technology along with the attitude towards behavior, subjective norm and perceived behavioral control. Therefore, the current study will fill the gap by considering aspects that were not included in the previous researches. Moreover, previous studies have applied the traditional view of satisfaction indicating that the attribute performance has a symmetrical correlation with satisfaction. While, the nonlinear and asymmetric relationships between attribute performance and satisfaction proposes that the performance of all attributes do not have equal and same effect on customer satisfaction. Thus, integrating the asymmetric effects of restaurant aspects on satisfaction allows restaurant managers to identify features that are more likely to trigger satisfaction or dissatisfaction. Therefore, in this study, the structural equation modeling (SEM) was used to evaluate the relationships between customer satisfaction, behavioral intentions and the independent variables of service quality, food quality, physical environment, price and technology. The effect of restaurant attributes along with the effect of TPB constructs on behavioral intentions were also examined. In addition, the Importance–Performance Analysis (IPA) approach was used to assess the keydrivers of customer satisfaction and their asymmetric effects. Data for this quantitative study was collected from 400 customers at casual dining restaurants located in KLCC and Pavilion shopping malls. Findings showed that there is a statistically significant relationship between customer satisfaction and each of the independent variables. It also revealed that customer satisfaction significantly mediates the relationship between restaurant attributes and behavioral intentions. Furthermore, there is a statistically significant positive association between satisfaction and behavioral intentions. The IPA results showed that restaurant attractiveness, employee knowledge, fair menu price and availability of smart phone application play the role of basic factors (dissatisfiers) in casual dining restaurants, and that the casual dining outlets should improve these important areas to create satisfied customers. In addition, restaurant cleanliness, bill accuracy, safe transaction, polite and experienced employees, food taste and quality, ambient conditions, seating comfort, appropriate portion size, and Wi-Fi availability are considered as the performance factors (hybrids), which appear to be key attributes for casual dining restaurants’ success. Almost all empathy parameters of the service-related attributes, menu variety, price, food presentation, restaurant colour, dining privacy and direction’ sings are considered as the excitement factors (satisfier) in casual restaurants, which are typically unexpected by customers. Overall, this study suggested that basic factors and performance factors are the pivotal aspects to create satisfied customers and positive post-dining behavioral intentions. Therefore, results of this study shed light on prioritizing focus and resource allocation by the casual dining restaurant managers based on attributes contributions to customer satisfaction and behavioral intentions in order to generate higher profit for the restaurant. Besides, these findings can also be used by restaurant managers to set customer-oriented guidelines and strategies in order to make the casual dining outlet a more popular choice. 2019-05 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/84512/1/FSTM%202019%2021%20ir.pdf Ebrahimian, Mahshid (2019) Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia. Doctoral thesis, Universiti Putra Malaysia. Consumer satisfaction - Research Restaurants - Malaysia |
| spellingShingle | Consumer satisfaction - Research Restaurants - Malaysia Ebrahimian, Mahshid Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia |
| title | Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia |
| title_full | Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia |
| title_fullStr | Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia |
| title_full_unstemmed | Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia |
| title_short | Antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the Klang Valley, Malaysia |
| title_sort | antecedents of behavioural intention and prioritization of restaurant attributes affecting customer satisfaction at casual dining restaurants in the klang valley malaysia |
| topic | Consumer satisfaction - Research Restaurants - Malaysia |
| url | http://psasir.upm.edu.my/id/eprint/84512/1/FSTM%202019%2021%20ir.pdf |
| work_keys_str_mv | AT ebrahimianmahshid antecedentsofbehaviouralintentionandprioritizationofrestaurantattributesaffectingcustomersatisfactionatcasualdiningrestaurantsintheklangvalleymalaysia |