INFLUENCE OF THE QUALITY OF FOOD, SERVICE, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION AND BEHAVIORAL INTENTION IN QUICK-CASUAL RESTAURANTS: MODERATING ROLE OF PERCEIVED PRICE

This study examined the relationships between three determinants of quality dimensions (predictors: food, service, and physical environment), price (moderator), and satisfaction and behavioral intention (criterion) in quick-casual restaurants. Despite the importance of food-service quality, academics and managers know relatively little about how the combined effects of quality (food, service, and physical environment) elicit customer satisfaction which, in turn, affects behavioral intention. Hierarchical multiple regression analysis with interactions showed that quality of food, service, and physical environment were all significant determinants of customer satisfaction. In addition, perceived price acted as a moderator in the satisfaction formation process. Finally, the results indicated that customer satisfaction is indeed a significant predictor of behavioral intention. The findings may provide restaurateurs with a guideline for enhancing customer satisfaction and behavioral intention level.