The Influence of Customer Experience of Servicescape and Product Quality on Revisit Intention and Mediating Role of Customer Satisfaction: Evidence from Restaurant Industry

Abstract

The purpose of the study is to reveal the effect of the Servicescape (SCap) and Product Quality (PQual) in the restaurant sector in Pakistan on Revisit Intention (RI). The study also examines the meditating role of Customer Satisfaction (CS) in the relation between services cape and revisit-intention and product quality and revisit-intention. Study population comprise of customers of restaurant industry. In this study convenience sampling technique is used to collect data. The sample consists of 400 customers of restaurant industry in Rawalpindi and Islamabad. Questionnaire was used for data collection. The research design of this study is cross sectional. The value of Cronbach's alpha is 0.708 hence greater than 0.70, which means that the instrument is reliable. The mean value of RI is 3.52 with standard deviation of 0.6322 and min and max values of 2.250 and 5.000. Furthermore, SCap has a mean value of 3.470 with min and max values of 2.600 and 4.400. PQual has a mean value of 3.13 whereas CS has a mean value of 3.22. In this study we have fit a series of regression models. First using the independent variable, we predict the mediator variable. Then we predict the dependent variable using both mediator as well as independent variable. Finally, we predict the dependent variable using the independent variable. The result indicates that independent variable SCap significantly affect mediator variable CS as well as dependent variable RI. However, in the presence of mediator CS the independent variable SCap is no longer significant. Hence, the effect of mediation is confirmed. However, when PQual is used as an independent variable it can be seen that independent variable significantly affects mediator variable but on the other hand both independent variable as well as mediator variable significantly affect dependent variable revisit-intention, hence mediation is not confirmed.