The Impact of Restaurant Atmospherics Towards Restaurant Patrons’ Behavioral Intention in Southern Province of Sri Lanka

Abstract

This study investigated the impact of atmospherics on the behavioral intention of restaurant patrons in Galle and Matara Districts in Southern Province of Sri Lanka. Based on the review of extensive literature pertaining to the store atmospherics, researchers examined four store atmospheric variables as exterior, general interior and decorations, human variable (employees) and layout & design. The data were collected over Mall Intercept Survey technique by randomly administering structured questionnaires to 300 respondents in Galle and Matara districts. First ANOVA test was performed to measure the fitness of the model and simple regression analysis was conducted to investigate the impact of atmospheric variables on behavioral intention. The results of the regression analysis indicated that restaurant atmospherics have an impact on behavioral intention of restaurant patrons. Moreover, it indicated that interior atmospheric variable (Cleanliness, Lighting, Foods/Beverages) was the most significant atmospheric variable which determine the behavioral intention in restaurant industry.

Keywords: Atmospheric variables, Behavioral intention, Patrons, Restaurants.

DOI: 10.7176/EJBM/13-1-02

Publication date: January 31^st 2021