MERAL Myanmar Education Research and Learning Portal
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Influence of Serviciescape on Customer Satisfaction and Repatronage Intention Towards the Rock by Color Stones Restaurant (Zaw Win Htut, 2022)
https://meral.edu.mm/records/8834
https://meral.edu.mm/records/8834df5a8644-8509-4409-bcad-a372518bc801
3f00d2da-ba04-4072-a98f-7faed7d0961e
Name / File | License | Actions |
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Zaw Win Htut EMBA II-27 EMBA 18TH BATCH (YANGON).pdf (1.1 MB)
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Thesis | ||||||
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Title | ||||||
Title | Influence of Serviciescape on Customer Satisfaction and Repatronage Intention Towards the Rock by Color Stones Restaurant (Zaw Win Htut, 2022) | |||||
Language | en | |||||
Publication date | 2022-12-01 | |||||
Authors | ||||||
Zaw Win Htut | ||||||
Description | ||||||
The main purposes of this study are to examine the effect of servicescape factors on customer satisfaction towards The Rock by Color Stones Restaurant and to analyze the effect of customer satisfaction on repatronage intention towards The Rock by Color Stones Restaurant. Both primary and secondary data are used in this study. Systematic random sampling method is used to conduct personal interview with every 5th coming customer into the restaurant. Data Collection period is from 1st November to 30th November (3 days a week: Friday, Saturday and Sunday) in 2022. Structured questionnaire with 5-point Likert scale is applied for primary data collection. All four servicescape factors namely ambient conditions, spatial layout and functionality, signs, symbols and artefacts, and facility cleanliness have a strong positive effect on customer satisfaction. Among them, ambient conditions is the most effective factor on customer satisfaction. Findings indicate that customer satisfaction has a positive effect on repatronage intention of customers. The Rock by Color Stones Restaurant should be applied an effective kitchen exhaust filtration system based upon molecular filtration and the Heating, Ventilation and Air-Conditioning (HVAC) scent diffuser. To improve spatial layout and functionality, the fine dining should accommodate 20 square feet per person by taking into account space needed for traffic aisles, wait stations, cashier, etc. Illuminated signs from the wall or ceiling should also be hanged for directing customers to the bar, exit, rest rooms or the checkout counter. The Rock by Color Stones Restaurant should always ensure to clean and sanitize a work area before closing the restaurant and before starting to prepare food to preventing foodborne illness. Finally, the restaurant management of The Rock by Color Stones Restaurant should focus the servicescape of other restaurants in order to attract more customers and retain loyal customers. | ||||||
Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr.Myint Myint Kyi |