The relationship between dining-out experience and consumers' post-purchase attitude towards service firm and effect on behavioral intention at restaurant

Abstract

This study was conducted with the purpose of identifying and determines influencing factors of respondents which dining-out experience and consumers' post­ purchased attitude towards service firm. Data from 150 respondents, comprising of local tourist who had visited the Cameron Highlands, were collected using a convenience sampling technique through a questionnaire survey. Four influencing factors of respondents dining-out experience and consumers' pot-purchased attitude towards service firm were analyzed by using Spearman Rank correlation. Based on the results, influencing factors on service quality for environmental quality have moderate relationship towards consumers' post-purchased attitude towards service firm and these were labeled as "restaurant's environment", "ambience condition" and "decor". As a conclusion, service quality (environmental quality), perceived value (value for money) food and beverages (appearance and presentation) and service quality (staff behavior) on friendliness had positive relationship to consumers' post­ purchased attitude towards service firm.