DETERMINANT ANALYSIS OF BEHAVIORAL INTENTIONS: EMPIRICAL FINDINGS FROM FOOD CONSUMERS IN KARACHI

Authors

  • Anum Afzal Khan
  • Naveed N. Siddiqui
  • Mirza Uzair Baig

DOI:

https://doi.org/10.58800/bujhss.v2i1.10

Keywords:

cleanliness, customer satisfaction, servicescape, Food Business, restaurant industry, facility aesthetics, layout accessibility, behavioral intention

Abstract

Purpose - The purpose of this study is identification of the relationship of variables of servicescape namely facility aesthetics, cleanliness & accessibility of layout on behavioral intentions. Furthermore, it aims to establish the impact of servicescape on behavioral intentions with a mediating role of customer satisfaction.
Methodology & Design - The research is explanatory in nature with cross-sectional approach. This research is designed as a quantitative research that used primary data. The sample size was 302 which consisted of restaurant consumers from Karachi. Data was analyzed and hypotheses were tested through SPSS by using Regression on PROCESS Hayes’s Model 4.
Findings - The research model resulted in establishing a significant direct relationship of aesthetics and future intentions, similarly significant direct relationship of cleanliness with behavioral intentions. However insignificant direct association occurs between layout accessibility and intentions of customers. Secondly, it is found that customer satisfaction has a mediating role on effect of servicescape and behavioral intentions.
Recommendations - Service providers and restaurant managements must be aware of the efficient design and layout that will be helpful in fulfilling needs of customers in order to satisfy them. Customer satisfaction leads to repetitive behavior of consumers this may be referred to repetitive utilization of services or re-purchasing products. This study provides understanding on information of facility surrounding, design, cleanliness and layout architecture affect the customer’s perception and can help service providers in investing time and resources in order to develop the facility plan and create restaurant and services that satisfy the customer needs.

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Published

12-03-2021

How to Cite

Anum Afzal Khan, Naveed N. Siddiqui, & Mirza Uzair Baig. (2021). DETERMINANT ANALYSIS OF BEHAVIORAL INTENTIONS: EMPIRICAL FINDINGS FROM FOOD CONSUMERS IN KARACHI. Bahria University Journal of Humanities &Amp; Social Sciences, 2(1), 23. https://doi.org/10.58800/bujhss.v2i1.10

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Articles