The Effect of Servicescape of Casual Restaurants on Youths Dining Experience

Abstract

Casual dining restaurants are often patronized by young adults. The young adults view dining out as part of their daily lives and as the natural state of affairs. Being regular diners, they are well informed about the quality of food, service and ambience. The age range of young adults is around 18 to 30 years. In this study, young adults also include individuals in the aforesaid age range, though they are mostly students. The study employed a method of data collection which is face-to-face interview accompany with questionnaire. The questionnaire is designed considering different aspects of customer satisfaction on the dining experience which includes layout, ambience and value for money. Statistical analysis using SPSS version 20 is used for analyzing the data collected from different restaurants from respondents of sample size 150 based on the questionnaire. Analysis of primary data collected is evaluated by Chi-square and correlation tests. The results indicate positive relationship between layout and ambience, value for money and customer satisfaction especially on youths dining experience.

Keywords: Servicescape, Restaurants, Layout and Ambience, Chi-square, Correlation

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