MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
10122607 陳俐君 (the effects of dining atmospherics on behavioral intentions through quality perception)
1. The effects of dining atmospherics on
behavioral intentions through quality
perception
Presenter: Anne Chen
Advisors: Dr. Meng-Jang Lin
Dr. Wan-Ching Chen
Instructor: Dr. Pi-Ying Teresa Hsu
Date: October 14, 2013 1
2. Citation
Ha, J., & Jang, S. (2012). The effects of dining
atmospherics on behavioral intentions through
quality perception. Journal of Services
Marketing, 26(3), 204-215.
2
4. Introduction
Food and service can be considered the
most critical components for customers
to determine satisfaction and future
behaviors toward a restaurant.
4
5. 5
Introduction
Atmospherics play an important role
in future behaviors, such as spreading
positive things or repurchase intention.
(Countryman & Jang, 2006;
Jang & Namkung, 2009)
6. Purpose
To identify how the perception of atmospherics
in a restaurant setting influences customer
perceptions of service quality and food quality
The extent to which quality perception
mediates the relationship between perception of
atmospherics and customer behavioral
intentions
6
8. Literature Review
Environmental components in the service
context can assist customers in evaluating
service quality.
(Carbone & Haeckel, 1994)
H1. Perception of atmospherics
positively influences perception
of service quality.
8
9. Literature Review
Food quality and food variety during the
dining experience as the most influential
factors of customer loyalty.
(Clark, 1998 ; Wood, 1999)
H2. Perception of atmospherics
positively influences perception
of food quality.
9
10. Literature Review
Environmental factors directly influence
behavioral intentions in a study examining the
effects of a restaurant’s physical environment.
(Ryu & Jang, 2008)
H3. Perception of atmospherics
positively influences behavioral
intentions.
10
11. Literature Review
Service quality and food quality, significantly
influence customer behaviors in restaurant
settings.
(Bell et al., 2005)
H4. Service quality positively
influences behavioral intentions.
H5. Food quality positively
influences behavioral intentions.
11
12. Literature Review
Atmospherics are a predictor of behavioral
intentions as well as a significant indicator for
perceived quality.
(Ryu & Jang, 2007;
Reimer & Kuehn, 2005)
12
13. H6. The relationship between perception of
atmospherics and behavioral intentions
is mediated by service quality.
H7. The relationship between perception of
atmospherics and behavioral intentions
is mediated by food quality.
Literature Review
13
15. Methodology
Panel members of
Online marketing
research company in
the US
Korean restaurants
business in the US
Structural equation
modeling (SEM)
3000 panel members
607 usable response
Method
15
17. Construct Measurement items
Atmospherics The interior design of the restaurant made me feel
Korean culture
The Korean music played in the restaurant entertained
me
The layout and facility aesthetics of the Korean
restaurant were somewhat different from those of the
western restaurant, so they were fun to me
Service quality The Korean restaurant serves your food exactly as you
ordered it
The Korean restaurant provides prompt and quick
service
The Korean restaurant has employees who can answer
your questions completely
Questionnaire - Constructs and measurement items
17
18. Questionnaire - Constructs and measurement items
Construct Measurement items
Food quality The food I had were tasty, so I enjoyed
Food portion in the Korean restaurant was
enough, satisfying my hunger
I liked a variety of menu choices in the Korean
restaurant
I liked healthy food options in the Korean
restaurant
Behavioral Intentions I would like to dine out in this Korean restaurant
again
I would like to spread positive things about this
Korean restaurant to others
I would like to recommend this Korean
restaurant to others
18
Seven-point Liker-type scale
(1=strongly disagree and 7= strongly agree)
20. Construct Items (Label)
Standardized
loadings
Cronbach’s
alpha AVE
Atmospherics Interior design (AT-1)
Music (AT-2)
Layout (AT-3)
0.80
0.58
0.83
0.83 0.56
Service quality Service reliability (SQ-1)
Service responsiveness (SQ-2)
Service assurance (SQ-3)
0.87
0.80
0.69
0.84 0.62
Food quality Taste (FQ-1)
Food portion (FQ-2)
Menu variety (FQ-3)
Healthy food option (FQ-4)
0.91
0.83
0.81
0.69
0.89 0.66
Behavioral
intentions
Revisit intent (B1-1)
Positive word of mouth (B1-2)
Willingness to recommend (B1-3)
0.93
0.93
0.96
0.94 0.89
Notes: Model fit indices: Chi-square=180.598, df=59, Chi-square/df=3.061, NFI=0.974,
TLI=0.973, CFI=0.982, RMSEA=0.058; AVE: Average variance extracted
Table I Results of confirmatory factor analysis
0.5↑ 0.7↑ 0.5↑
20
21. 21
H1. Perception of atmospherics positively influences perception
of service quality.
H2. Perception of atmospherics positively influences perception
of food quality.
H3. Perception of atmospherics positively influences behavioral
intentions.
H4. Service quality positively influences behavioral intentions.
H5. Food quality positively influences behavioral intentions.
Hypotheses
22. Hypothesized path Standardized
coefficients
t
Result for
hypothesis
H1: Atmospherics → Service
quality (βa-s)
0.51 10.067*** Supported
H2: Atmospherics → Food
quality (βa-f)
0.49 9.301*** Supported
H3: Atmospherics → Behavioral
intentions (βa-b)
0.09 2.273* Supported
H4: Service quality →
Behavioral intentions (βs-b)
0.30 5.696*** Supported
H5: Food quality → Behavioral
intentions (βf-b)
0.51 9.106*** Supported
Notes: X2=157.83; df=50; p=0.000; NFI=0.976; TLI=0.974; CFI=0.983;
RMSEA=0.060; *p<0.05; **p<0.01; ***p<0.001
Table II Results of the structural model
22
23. 23
Hypotheses
H6. The relationship between perception of
atmospherics and behavioral intentions is
mediated by service quality.
H7. The relationship between perception of
atmospherics and behavioral intentions is
mediated by food quality.
24. Model Path coefficient X2 df
Constrained model
γa-b=0.86*** 383.88 52
Mediating model
βa-b=0.09* 157.83 50
Notes: △X2=226.05; △df=2; p<0.01; *p<0.05; **p<0.01; ***p<0.001
Table III The mediating effect of service quality and food quality
H6 and H7 were supported
24
25. 25
Predictors Standardized coefficients t p-value
Intercept 22.936 0.000
Interior design 0.217 0.878*** 0.000
Korean music 0.022 0.0441 0.659
Layout 0.224 4.449*** 0.000
Notes: F=42.270; R2=0.174; Adjusted R2=0.170; *p<0.05; **p<0.01;
***p<0.001
Table IV The effects of perceived atmospherics on service quality
26. 26
Predictors Standardized coefficients t p-value
Intercept 24.569 0.000
Interior design 0.176 3.173** 0.002
Korean music 0.046 0.944 0.346
Layout 0.270 5.423*** 0.000
Notes: F=47.928; R2=0.193; Adjusted R2=0.189; *p<0.05; **p<0.01;
***p<0.001
Table V The effect of perceived atmospherics on food quality
27. 27
Predictors Standardized coefficients t p-value
Intercept 18.491*** 0.000
Interior design 0.231 4.137*** 0.000
Korean music -0.007 -0.146 0.884
Layout 0.241 4.810*** 0.000
Notes: F=44.479; R2=0.181; Adjusted R2=0.177; *p<0.05; **p<0.01;
***p<0.001
Table VI The effect of perceived atmospherics on behavioral
intentions
29. Conclusion
The main findings indicated that
atmospherics could influence behavioral
intentions in both direct and indirect
ways through quality perception.
29
31. Limitation
This study used a web-based survey, so the
respondents largely relied on their memory
to respond to the survey questions, which
might cause memory bias.
Applications of the findings are limited to
Korean restaurant management and casual
dining restaurants.
31
32. Limitation
The items for atmospherics were general,
specific environmental arrangements could
not be suggested in this study.
32
