COMPARISON OF THEME RESTAURANTS AND NONTHEME RESTAURANTS ATTRIBUTE AND THERE INFLUENCE ON COSTOMER'S BEHAVIORAL INTENTIONS

Abstract

Purpose - This paper aims to better understood the effects of customer satisfaction attributes on customer behavioral intentions in theme and non-theme restaurants, Secondly it describes about the preference of customer in restaurant types either it is theme or non-theme. Design/methodology -- This study adopted a descriptive research which is quantitative in nature and this study has done through survey. Findings — This study reveals that customer satisfaction attributes (Food quality, Service quality ambience and novelty) have a positive relation with customer behavioral intentions (return intention and word of mouth) in theme and non-theme restaurants but after the survey this research came to a findings that majority of the customers preferred theme restaurants as compare to non-theme restaurants.