THE EFFECT OF ATMOSPHERICS ON BEHAVIORAL INTENTION AT KOREAN RESTAURANT IN SURABAYA
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Keywords:
atmospherics, service quality, food quality, and behavioral intention
Abstract
Abstract – This study aims to observe the influences of atmospherics on behavioral intention, both directly and mediated through quality perception. Korean restaurant is used an object for ethnic restaurant observed in this study.A quantitative and causal type research is adopted for this study. Questionnaire used was adopted from Ha and Jang (2012) for offline survey. Purposive sampling method was used in this study. Sample consisted of 160 respondents, whose age is 18 years old or above and have eaten in Korean restaurant in Surabaya for at least three times in the past six months. Further data analysis was analyzed by SPSS 22.0 and AMOS 22.0.Result of this study found positive relationship between atmospherics on service quality. Atmospherics also positively influences food quality. Positive relationship was also found on the relationship of service quality on behavioral intention. Moreover, food quality also positively influences behavioral intention. Service quality was proven as mediator in the influences of atmospherics on behavioral intention. Additionally, food quality was also proven as mediator in the influences of atmospherics on behavioral intention. However, this study found atmospherics has no impact on behavioral intention.
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References
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Clark, Mona A. & Wood, Roy C. (1998). “Consumer Loyalty in the Restaurant Industry - A Preliminary Exploration of the Issues”: International Journal of Contemporary Hospitality Management, Vol. 10, Iss 4, pp. 139 – 144.
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Bell, Simon J., Auh, Seigyoung,Smalley, Karen (2005). Customer Relationship Dynamics: Service Quality and CustomerLoyalty in the Context of VaryingLevels of Customer Expertiseand Switching Costs. Journal of the Academy of Marketing Science; Vol. 33, No. 2, pp. 169-183.
Bitner, Mary Jo (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing; Vol. 57, 57-71.
Byrne, Barbara M. (2010). Structural Equation Modeling with AMOS: Basic Concept, Applications, and Programming: Second Edition, Routledge Taylor and Francis Group, New York.
Caruana, Albert, Money, Arthur H.,Berthon, Pierre R. (2000). “Service Quality and Satisfaction - The Moderating Role of Value”. EuropeanJournal of Marketing; Vol. 34, Iss 11/12, pp. 1338-1352.
Chamhuri, Norshamliza & Batt, Peter J. (2015). “Consumer Perceptions of Food Quality in Malaysia”. British Food Journal; Vol. 117, No. 3, pp. 1168-1187.
Chow, Irene Hau-Siu, Lau, Victor P., Lo,Thamis Wing-chun, Sha, Zhenquan, Yun, He (2007). Service Quality in Restaurant Operations in China: Decision- and Experiential-Oriented Perspectives. International Journal of Hospitality Management 26, 698-710.
Clark, Mona A. & Wood, Roy C. (1998). “Consumer Loyalty in the Restaurant Industry - A Preliminary Exploration of the Issues”: International Journal of Contemporary Hospitality Management, Vol. 10, Iss 4, pp. 139 – 144.
Ha, Jooyeon & Jang, SooCheong (Shawn) (2010). Perceived Values, Satisfaction, and Behavioral Intentions: The Role of Familiarity in Korean Restaurants, International Journal of Hospitality Management 29, 2-13.
Ha, Jooyeon & Jang, SooCheong (Shawn) (2012). "The Effects of Dining Atmospherics on Behavioral Intentions through Quality Perception", Journal of Services Marketing, Vol. 26, Iss 3, pp. 204 – 215.
Hair, Joseph F., Anderson, Rolph E., Tatham, Ronald L., Black, William C.(1998). Multivariate Data Analysis: Fifth Edition. United States of America: Prentice Hall.
Hanks, Lydia,Line, Nathan, Kim, Woo Gon (Woody), (2017). The Impact of the Social Servicescape, Density, and Restaurant Type on Perceptions of Interpersonal Service Quality, InternationalJournal of Hospitality Management61,35-44.
Jang, SooCheong (Shawn) & Namkung, Young (2008). Perceived Quality, Emotions, and Behavioral Intentions: Application of An Extended Mehrabian–Russell Model to Restaurants, Journal of Business Research 62, 451-460.
Jang, SooCheong (Shawn), Liu, Yinghua Namkung, Young (2010). Effects of Authentic Atmospherics in Ethnic Restaurants: Investigating Chinese Restaurants, International Journal of Contemporary Hospitality Management, Vol. 23, Iss 5, pp. 662 – 680.
Johns, Nick &Pine, Ray (2002). Consumer Behaviour in the Food Service Industry: A Review, Hospitality Management 21, 119–134.
Kim, Woo Gon Kim, Ng, Christy Yen Nee, Kim, Yen-Soon (2009). Influence of Institutional DINESERV on Customer Satisfaction, Return Intention, and Word-of-Mouth, International Journal of Hospitality Management 28, 10–17.
Kivela, Jaksa, Inbakaran, Robert, Reece, John (1999). "Consumer Research in the Restaurant Environment, Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage", International Journal of Contemporary Hospitality Management, Vol. 11, Iss 5, pp. 205 - 222
Kotler, Philip (1973). Atmospherics as a Marketing Tool, Journal of Retailing, Volume 49, Number 4, 48-64.
Parasuraman, A., Zeithaml, Valerie A., Berry, Leonard L.(1985). A Conceptual Model of Service Quality and Its Implcation for Future Research,Journal of Marketing, Vol. 49,41-50.
Parasuraman, A., Zeithaml, Valerie A., Berry, Leonard L.(1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol. 64,Number 1.
Ryu, Kisang &Jang, SooCheong (Shawn) (2008). DINESCAPE: A Scalefor Customers' Perception of Dining Environments, Journal of Foodservice BusinessResearch, 11:1, 2-22.
Zeithaml, Valerie A., Berry, Leonard L., Parasuraman, A.(1996). The Behavioral Consequences of Service Quality,Journal of Marketing, Vol. 60,31-46.
http://www.kemenpar.go.id/userfiles/file/E_2%20Perkembangan%20Usaha%20Restoran%20-
%20RM%20Besar%20dan%20Menengah%20mnrt%20Provinsi%202008% 20-%202012.pdf, retrieved on 5 September 2016
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https://surabayakota.bps.go.id/linkTabelStatis/view/id/392, retrieved on 5 September 2016.
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https://surabayakota.bps.go.id/website/pdf_publikasi/Kota-Surabaya- Dalam-Angka-2016.pdf (p.480), retrieved on 8 November 2016.
http://www.kabarbisnis.com/read/2868113/potensial--surabaya-jadi- incaran-pebisnis-kafe---restoran-baru, retrieved on 11 November 2016.
http://id.openrice.com/id/surabaya/restaurants?what=Korea, retrieved on 10 October 2016.
Published
2018-03-01
Section
Bidang International Business Network (IBN)
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