FACTORS AFFECTING CUSTOMER SHARE OF VISIT INTENTION TOWARD CASUAL DINING RESTAURANT BRAND PREFERENCE

• Main Author: Mulya Budiman, Platino
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80488
• Institution: Institut Teknologi Bandung

Background: Restaurants must ensure they meet customers’ various needs and wants. Every restaurant must find ways to keep and attract new customers and at the same time remain competitive and profitable (Hwang, 2011). Previous studies had findings indicated significant relationship between all restaurant’s element quality with creates both customer satisfaction and customer behaviour. However, understanding interrelationship of each quality would provide a new viewpoint for researchers and restaurateurs. For example, customers may first perceive a poor quality of physical environment, which could then affect their perception of outcome qualities. In other words, if the physical environment is not acceptable, customers might not feel fully satisfied even if restaurant employees provide great outcome of interactional and food. Purpose: This study proposed, identifying an existing theoretical background, significant among three restaurant qualities (i.e., physical environment quality, Interactional quality, food quality). A theoretical model was proposed and then tested with data collected in the casual dining restaurants brands. This study also hypothesized that these qualities atempted to identify of consumers’ utilitarian and hedonic attitudes toward restaurant brands. Finally, this study identifies the effects of consumer attitudes toward restaurant brands in forming brand preference and relative customer share of visit. Methodology: The research is classified as an applied research which has the aim to find out how restaurant brand preference affects outcome variable to customer share of visit at casual dining restaurant in urban area like; Jabodetabek and Bandung and the sample of this research only come from customer who have dine in casual dining restaurant. Researcher will use the questionnaire as tool to collect the primer data by using a purposive sampling method. This study selected the purposive research methodology instruments to evaluate each specific variable. This means that the outcome of the research would be described by examining the relationship between different variables. Findings: The findings of this study have identified theoretical and managerial implications. Therefore, findings may not generalize to other types of restaurants or regions. Future research should test the proposed model using different populations in different cultures to ensure external validity.