Predictors of Customer Satisfaction and Behavioral Intention of Themed Restaurants in Manila, Philippines

The study examined the customers’ assessment of five dimensions of dining experience and its impact on disconfirmation and behavioral intention in themed restaurants. The participants in the studywere chosen through a random sampling method in themed restaurants in Manila. A self-administered questionnaire consisting of 71 indicators was used to measure the perception of respondents in their dining experience. Structural Equation Modeling was used to measure the goodness of fit of the hypothesized model and the relationship of experiential dining dimensions: food quality, service quality, physical environment, price fairness and social interaction in customer satisfaction and customer loyalty through a mediating role of disconfirmation pleasure and arousal response. Overall, this paper showed that all five dimensions of experiential dining (food quality, service quality, physical environment, price fairness and social interaction) have strong impact on customers’ experience. This study made an important contribution toward understanding the formation of customer satisfaction and customer loyalty in the themed restaurant industry. Findings revealed that experiential dining dimensions simultaneously affect how customers perceived their dining experience and findings shows that these attributes collectively influence customers’ perception of restaurant quality. The study also confirmed a strong relationship of disconfirmation with customer satisfaction and loyalty.

Keywords – customer behavior, customer satisfaction, customer loyalty, themed restaurant