Customer perception, satisfaction and behavioral intention towards theme restaurants in Kuala Lumpur

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.