The Effect of Quality of Physical Environment, Food and Service on Customer Satisfaction and Behavioral Intentions in Pekanbaru

Abstract

This study aimed to determine direct and indirect effect of the three elements of food service quality dimensions which consisted of quality of physical environment, food and service both on customer satisfaction and behavioral intentions based on the Kisang’s Model (2012).The data obtained from the distribution of questionnaires to 300 respondents in Pekanbaru, Indonesia. The data were collected bypurposivesampling technique. The data were analyzed by using inferential statistics using path analysis with PLS.The research result showed that directly, thequality of physical environment and food quality had a significant and positive effect on behavioral intentions. However, service quality did not have significant effect onbehavioral intentions. Indirectly,customer satisfaction affected significantly and positively, which means that it mediated between quality of physical environment, food and service of behavioral intentions.

Keywords: Physical environment quality, food quality, service quality, customer satisfaction dan behavioral intentions.

DOI: 10.7176/EJBM/11-29-02

Publication date:October 31^st 2019