Email this article IMPACT OF RESTAURANT'S ATMOSPHERE TOWARDS CUSTOMER'S LOYALTY : AN EXTENDED MEHRABIAN RUSSEL MODEL
Abstract
With the growth and increase of business in food and beverages, restaurant managers need to improve the excellent and appealing atmosphere. The restaurant's atmosphere can be seen from the exterior, general interior and other factors. Customer loyalty is also an important thing to be achieved by business managers in food and beverage.
This study was conducted to determine the impact of restaurant atmosphere on customer loyalty. This research was conducted by distributing questionnaires to collect data from respondents. The study was tested to produce valid and reliable test items by distributing questionnaires to 70 respondents. To manage these instruments, this study uses a causal quantitative method.
The results of this study are expected to produce information about the atmosphere's influence on customer loyalty and provide input towards problems in the field of food and beverages businesses in Indonesia. They can be a reference for further research. In addition, the results of this study will be published to be a preliminary study for other prospective researchers to develop it in a broader scope.
Keywords: Atmosphere, Restaurant, customer loyalty, Mehrabian-Russell model
Keywords
References
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