The effects of dining atmospherics on behavioral intentions through quality perception

Presenter: Anne ChenAdvisors: Dr. Meng-Jang Lin Dr. Wan-Ching ChenInstructor: Dr. Pi-Ying Teresa HsuDate: October 14, 2013 1

Citation

Ha, J., & Jang, S. (2012). The effects of dining atmospherics on behavioral intentions through quality perception. Journal of Services Marketing, 26(3), 204-215.

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ContentsIntroduction

Literature Review

Methodology

Result & Conclusion

Limitation

My Future Study

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Introduction

Food and service can be considered the most critical components for customers to determine satisfaction and future behaviors toward a restaurant.

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Introduction

Atmospherics play an important role in future behaviors, such as spreading positive things or repurchase intention.

(Countryman & Jang, 2006; Jang & Namkung, 2009)

Purpose

To identify how the perception of atmospherics in a restaurant setting influences customer perceptions of service quality and food quality

The extent to which quality perception mediates the relationship between perception of atmospherics and customer behavioral intentions

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Literature Review

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Literature Review Environmental components in the service

context can assist customers in evaluating service quality.

(Carbone & Haeckel, 1994)

H1. Perception of atmospherics positively influences perception of service quality.

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Literature Review

Food quality and food variety during the dining experience as the most influential factors of customer loyalty.

(Clark, 1998 ; Wood, 1999)

H2. Perception of atmospherics positively influences perception of food quality.

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Literature ReviewEnvironmental factors directly influence behavioral intentions in a study examining the effects of a restaurant’s physical environment.

(Ryu & Jang, 2008)

H3. Perception of atmospherics positively influences behavioral intentions.

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Literature Review Service quality and food quality, significantly

influence customer behaviors in restaurant settings.

(Bell et al., 2005)

H4. Service quality positively influences behavioral intentions.

H5. Food quality positively influences behavioral intentions.

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Literature Review

Atmospherics are a predictor of behavioral intentions as well as a significant indicator for perceived quality.

(Ryu & Jang, 2007; Reimer & Kuehn, 2005)

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H6. The relationship between perception of atmospherics and behavioral intentions is mediated by service quality.

H7. The relationship between perception of atmospherics and behavioral intentions is mediated by food quality.

Literature Review

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Methodology

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Methodology

Panel members of Online marketin

g research company in the US

Korean restaurants business in the US

Structural equation modeling (SEM)

3000 panel

members

607 usable

response

Method

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Online marketing research company

Construct Measurement items

Atmospherics The interior design of the restaurant made me feel Korean cultureThe Korean music played in the restaurant entertained meThe layout and facility aesthetics of the Korean restaurant were somewhat different from those of the western restaurant, so they were fun to me

Service quality

The Korean restaurant serves your food exactly as you ordered itThe Korean restaurant provides prompt and quick serviceThe Korean restaurant has employees who can answer your questions completely

Questionnaire - Constructs and measurement items

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Questionnaire - Constructs and measurement items

Construct Measurement items

Food quality The food I had were tasty, so I enjoyedFood portion in the Korean restaurant was enough, satisfying my hungerI liked a variety of menu choices in the Korean restaurantI liked healthy food options in the Korean restaurant

Behavioral Intentions I would like to dine out in this Korean restaurant againI would like to spread positive things about this Korean restaurant to othersI would like to recommend this Korean restaurant to others

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Seven-point Liker-type scale(1=strongly disagree and 7= strongly agree)

Result

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Construct Items (Label)Standardized

loadingsCronbach’s

alpha AVE

Atmospherics Interior design (AT-1)Music (AT-2)Layout (AT-3)

0.800.580.83

0.83 0.56

Service quality Service reliability (SQ-1)Service responsiveness (SQ-2)Service assurance (SQ-3)

0.870.800.69

0.84 0.62

Food quality Taste (FQ-1)Food portion (FQ-2)Menu variety (FQ-3)Healthy food option (FQ-4)

0.910.830.810.69

0.89 0.66

Behavioral intentions

Revisit intent (B1-1)Positive word of mouth (B1-2)Willingness to recommend (B1-3)

0.930.930.96

0.94 0.89

Notes: Model fit indices: Chi-square=180.598, df=59, Chi-square/df=3.061, NFI=0.974, TLI=0.973, CFI=0.982, RMSEA=0.058; AVE: Average variance extracted

Table I Results of confirmatory factor analysis

0.5↑ 0.7↑ 0.5↑

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H1. Perception of atmospherics positively influences perception of service quality.

H2. Perception of atmospherics positively influences perception of food quality.

H3. Perception of atmospherics positively influences behavioral intentions.

H4. Service quality positively influences behavioral intentions.

H5. Food quality positively influences behavioral intentions.

Hypotheses

Hypothesized path Standardized coefficients t

Result for hypothesis

H1: Atmospherics → Service quality (βa-s)

0.51 10.067*** Supported

H2: Atmospherics → Food quality (βa-f)

0.49 9.301*** Supported

H3: Atmospherics → Behavioral intentions (βa-b)

0.09 2.273* Supported

H4: Service quality → Behavioral intentions (βs-b)

0.30 5.696*** Supported

H5: Food quality → Behavioral intentions (βf-b)

0.51 9.106*** Supported

Notes: X2=157.83; df=50; p=0.000; NFI=0.976; TLI=0.974; CFI=0.983; RMSEA=0.060; *p<0.05; **p<0.01; ***p<0.001

Table II Results of the structural model

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Hypotheses

H6. The relationship between perception of atmospherics and behavioral intentions is mediated by service quality.

H7. The relationship between perception of atmospherics and behavioral intentions is mediated by food quality.

Model Path coefficient X2 df

Constrained modelγa-b=0.86*** 383.88 52

Mediating model βa-b=0.09* 157.83 50

Notes: X△ 2=226.05; df=2; p<0.01; *p<0.05; **p<0.01; ***p<0.001△

Table III The mediating effect of service quality and food quality

H6 and H7 were supported

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Predictors Standardized coefficients t p-value

Intercept 22.936 0.000

Interior design 0.217 0.878*** 0.000

Korean music 0.022 0.0441 0.659

Layout 0.224 4.449*** 0.000

Notes: F=42.270; R2=0.174; Adjusted R2=0.170; *p<0.05; **p<0.01; ***p<0.001

Table IV The effects of perceived atmospherics on service quality

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Predictors Standardized coefficients t p-value

Intercept 24.569 0.000

Interior design 0.176 3.173** 0.002

Korean music 0.046 0.944 0.346

Layout 0.270 5.423*** 0.000

Notes: F=47.928; R2=0.193; Adjusted R2=0.189; *p<0.05; **p<0.01; ***p<0.001

Table V The effect of perceived atmospherics on food quality

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Predictors Standardized coefficients t p-value

Intercept 18.491*** 0.000

Interior design 0.231 4.137*** 0.000

Korean music -0.007 -0.146 0.884

Layout 0.241 4.810*** 0.000

Notes: F=44.479; R2=0.181; Adjusted R2=0.177; *p<0.05; **p<0.01; ***p<0.001

Table VI The effect of perceived atmospherics on behavioral intentions

Conclusion

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Conclusion

The main findings indicated that atmospherics could influence behavioral intentions in both direct and indirect ways through quality perception.

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Limitation

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Limitation

This study used a web-based survey, so the respondents largely relied on their memory to respond to the survey questions, which might cause memory bias.

Applications of the findings are limited to Korean restaurant management and casual dining restaurants.

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Limitation

The items for atmospherics were general, specific environmental arrangements could not be suggested in this study.

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My future study

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My Future Study

Variable

Atmosphere Word-of-mouth Perceived value Behavioral intention

Participants 500 customers Standing nearby places

Locations Princess Annie's Garden Moncoeur Lavender Cottage

Instrument

Questionnaire Atmosphere items by Cheng (2012) Word-of-mouth items by Huang (2011) Perceived value items by Chen et al.

(2012) Behavioral intention items by Chen (2011)

Data Analysis Regression analysis

Duration 3 months (January – March 2014) 34

Thank you for listening.

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