Investigating the impact of restaurant atmospherics on satisfaction and behavioral intentions of customers

Today, with the significant increase in competition in restaurant industry, success is not simply possible in this field, because we can arguably say that people usually don’t go to the restaurants just for eating, but also they want an excellent service, a pleasant and satisfying dining environment. concept of restaurant atmosphere is one of the most important aspects of attracting and retaining customers in the restaurant industry, unfortunately in our country, Iran, it has received little attention. Therefore, in this research, first we study five dimensions in the restaurant atmospherics and then we examine the effect of these dimensions on customer satisfaction and behavioral intentions. So the purpose of this study is to evaluate the impact of restaurant atmospherics on satisfaction and behavioral intentions of customers. The data was collected through the middle and upper level restaurant customers in Mashhad. The present study is a descriptive survey in terms of method & applied research in terms of purpose. In order to analysis data and validate the model, structural equation modeling and confirmatory factor analysis were applied. The result shows that restaurant’s atmosphere has a significant impact on customer satisfaction and their behavioral intentions, moreover, customer satisfaction itself has a significant effect on behavioral intentions. It was also discovered that, the impact of restaurant atmosphere on behavioral intention increased via satisfaction, mediating variable.