| Popis: |
The purpose of this study was to investigate the effect of physical environmental factors on overall service quality, satisfaction, and loyalty of consumers towards multi-cuisine restaurants. A sample of 340 consumers was included in this empirical study, in which consumers’ perception on three physical environmental factors: spatial layout, décor and artifacts, and ambience were measured using a pretested scale. Also, this study investigated the role of physical environmental factors on overall service quality of restaurants, student’s satisfaction, and their loyalty towards multi-cuisine restaurants. The ambient conditions of the restaurant emerged as a significant predictor of overall service quality. Managerial implications, limitations, and scope for further studies are discussed. |
