Abstract

In the past, relatively little is known about which factors influence consumers’ behavioral intentions in restaurant services industry. In this extremely attractive and growing restaurant services industry, academics, as well as practitioners, would benefit from investigating the relationships between the servicescape and several other key service constructs on consumers’ behavioral intentions. In order to explore the key factors affecting consumers’ behavioral intentions more specifically, a model is developed and tested on a sample of scenery restaurants customers. The SEM analysis results showed that overall service quality is a main factor affecting consumer’s behavioral intentions, and servicescape is a main factor affecting overall service quality. Besides, among servicescape, waiting experiences, and price rationality, waiting experiences is most influential to consumer behavioral intentions, followed by servicescape.

Key words: Scenery restaurants, servicescape, waiting experiences, price rationality, behavioral intentions.