Abstract:
High living standard and vigorous development in the food and beverage industry have
induced customers to begin paying their attentions towards the atmosphere and physical
environment of the restaurant besides the concerned food, price and service quality. A
new blooming trend in Malaysia, theme restaurants, have brought a new excitement and
dining experience. Theme restaurants are any dining establishments featuring respective
concepts and certain themes including the decor, music, sport, vehicles, lifestyles and so
forth. A survey of restaurant patrons was conducted in Bukit Bintang, Kuala Lumpur.
This study explores on how the concerned perceived servicescape, food quality, price and
service quality affected the customers' satisfaction, in tum influencing their desire to stay
and intention to revisit.
