Abstract:
Purpose: The objective of this study is to find the influence of physical environment
quality, service quality and food quality, on experiential value and to customer
satisfaction in terms of full – service restaurant selection in Makassar.
Design/Methodology/Approach: This study used quantitative method that applied
Structural Equation Modeling (SEM). The primary data was collected from 205
respondents who filled questionnaires that consist of 34 measurement items, their
gender, age, occupation, last education, monthly income, respondents are coming
from people who have tried restaurant Makassar for the last 3 months and they must
be millennial. The data were tested its validity regarding the face, content, and
construct validity, Cronbach’s Alpha was used and resulted to be valid and reliable.
Findings: This study found that physical environment quality positively affecting the
experiential value, service quality positively affecting experiential value, and food
quality positively affecting experiential value. Experiential value positively affecting
customer satisfaction
Originality/Value: To the extent of authors knowledge. This study is believe to be
first conducted with this framework and with object of study in Indonesia,
