A study on the relationships between environmental perceptions and customer patronage intention for "fashion cafes"

• Main Authors: Do, Thi Hanh, Lee, Jing Yun, Wong, Li Juan
• Other Authors: Soh, Arthur Leong Tat
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/15279
• Institution: Nanyang Technological University

This research project aims to determine the presence and significance of the relationships between three main environmental (social, design and ambient) perceptions and customer patronage intention for Fashion Café, in other words, to find out which atmospheric cues affect patronage intention more significantly. Given that most studies on customer patronage intentions focus on retail stores, the research team decided to venture into a service industry as such of Fashion Café in the hope to uncover useful insights. In the process of this research on Fashion Café, the research team did literature review on the environmental factors and customer patronage intention, chose a conceptual framework to base our study on, conducted a pilot survey and an actual survey to find out consumers’ Fashion Café atmospherics perceptions before analysing the data and went through implications from this study. From the survey results, it could be seen that social perceptions generally had more significant relationships with customer patronage intentions, likely due to the fact that Fashion Café are in the service industry, thus customers would be more demanding in getting a good service. Other insights and details of this research can be found in this report.