WHICH PHYSICAL ENVIRONMENT DIMENSIONS REALLY AFFECT PEOPLE IN RESTAURANTS?

Abstract

Physical environment is an important subject in the literature to analyze restaurant visiting behaviors of consumers. There are different studies, discribings, scales, and different dimensions and items of these scales to understand how physical environment influences consumers' behaviors. In the present study, two of these scales, named SERVICESCAPE and DINESCAPE, were used with a holistic view and correct dimensions and items of them were determined. This holistic questionnaire was applied to 204 people from Istanbul and Kocaeli, Turkey, who dine out in these cities. The data gathered from these surveys in April, 2017 was analyzed through the SPSS statistical packaged software. Exploratory Factor Analysis, Reliabiliry Analysis and Regression Analysis were carried out in this process. Results show that facility aesthetics, ambient conditions and layout from the physical environment dimensions are positively related to revisit intention; electronic equipment and facility aesthetics, on the other hand, are not positively related to revisit intention. Managerial implications and suggestions for future researches were given. (C) 2017 Published by Future Academy www.FutureAcademy.org.uk