DETERMINANT ANALYSIS OF BEHAVIORAL INTENTIONS: EMPIRICAL FINDINGS FROM FOOD CONSUMERS IN KARACHI

Abstract

Purpose The purpose to conduct this research is to identify the relationship and effect of variables of service scape namely facility aesthetics, layout accessibility and cleanliness on behavioral intentions. Furthermore, it aims to establish the impact of service scape on behavioral intentions with a mediating role of customer satisfaction. It can be helpful in understanding the type of customers’ preferences of dining at restaurant that seek a particular sort of environment; it may also assist the service provider and management in identifying the service scape that best fits the need of customers and optimizes operations. Methodology & Design The research is explanatory in nature with cross-sectional approach. This research is designed as a quantitative research that used primary data. Data collection instrument is questionnaire survey adapted by previous researchers; sampling technique is convenience sampling. The sample size was 302 and research population consisted of restaurant consumers from Karachi. PROCESS Hayes’s Model 4. Data was analyzed through SPSS by testing Regression on Findings The research model resulted in establishing a significant direct relationship between facility aesthetics and behavioral intentions, similarly a significant direct relationship between cleanliness and behavioral intentions. However insignificant direct relationship occurs between layout accessibility and behavioral intentions. Secondly, it is found that customer satisfaction has a mediating role on effect of service scape and behavioral intentions. Limitations The shortcoming faced in the research is the less number of responses ffom food consumers of restaurants and dining facilities due to rigid time frame of study and cultural dilemma as individuals are not enthusiastic about participating in such academic studies. Recommendations Service providers and restaurant managements must be aware of the efficient design and layout that will be helpful in fulfilling needs of customers in order to satisfy them. Customer satisfaction leads to repetitive behavior of consumers. This study aims to provide the insight on information as to how facility surrounding, design, cleanliness and layout architecture affect the customer’s perception and can help them in investing time and resources in order to develop the facility plan and create restaurant and services that satisfy the customer needs. By carefully exploring the results of this research, service providers might be able to offer delightful and pleasurable service delivery to its customers by the use of service scape.