CUSTOMERS’ PERCEPTION OF DINING ATTRIBUTES IN THE FAST-FOOD AND FAST CASUAL INDUSTRY: A SURVEY IN GREATER JAKARTA

Abstract

Purpose This research paper aims to identify the influence of dining attributes towards customer satisfaction, the influence of dining attributes towards behavioral intention, also the influence of customer satisfaction towards behavioral intention. Design/methodology/approach The questionnaire of this study contains 45 item statements distributed using online questionnaire to those having purchased local fast-food brand within Greater Jakarta from June to July 2019. The demographic part of this research contains the respondents gender, age, occupation, monthly food expenditure, and current location. The goodness of fit test was done prior to the validity and reliability test. The parameters used are Average Variance Extracted (AVE) as the convergent validity parameters, discriminant validity, and Composite Reliability (CR) for reliability parameters. Structural Equation Modelling (SEM) was used to test the hypothesis of this study. Findings This research found out that dining attributes (food quality and tangible service quality) positively influence the customer satisfaction and so does the customer satisfaction that having a significant influence toward behavioral intention. With dining attributes that found out not influence the behavioral intention. Originality/value This research is conducted for fast-food restaurant in Indonesia, the fourth most populated country in the world as well as the largest Muslim country and to the best knowledge of the research, there is no existing study on behavioral intention, satisfaction, and dining attributes (food quality and tangible service quality) as an integrated research framework. This study wants to find the influence of dining vii attributes towards customer satisfaction, the influence of dining attributes towards behavioral intention, and customer satisfaction towards behavioral intention.