This study aims to identify how the perception of atmospherics in an ethnic restaurant setting influences customers' perceptions of service quality and food quality, as well as the extent to which perceptions of quality mediate the relationship between perception of atmospherics and customer behavioral intentions.
This study conducted structural equation modeling (SEM) to test the mediating effects of quality perception, and also performed multiple regression analyses to identify the influences of specific environmental factors on quality perception and behavioral intentions.
Perceived quality regarding services and foods had a partially mediating effect. Further, the indirect effect of perceived atmospherics on behavioral intentions through perceived quality was greater than the direct effect.
This study emphasized the important role of atmospherics on quality perception to induce favorable behavioral intentions, suggesting that atmospherics could enhance or attenuate customers' perceived quality.
The environment may encourage customers to perceive service and food quality correctly, or even more positively, regardless of the actual quality level. In this respect, restaurateurs should increase their efforts to provide a better environment, which will encourage customers to evaluate the quality of services or foods more highly.
This study extended the existing literature by postulating the direct impact of perceived atmospherics on customers' behaviors by proposing that quality perceptions act as a link between atmospherics and behavioral intentions.
