This study was conducted to identify the theme restaurants' atmospheric factors and to determine the most important factor that influences the customers' revisit intention at Kuantan, Pahang. The 200 questionnaires had been distributed using the convenience sampling method, however, only 196 questionnaires returned were valid to be analyzed. The finding showed that restaurant cleanliness is the most influential factor according to respondents' monthly income as referred to the highest mean value. The study perhaps could help the restaurants and outlet retailers in training and make aware of their employees about these variables, as well as management, strategies, and objectives.
The rapid emergence of restaurants in the country has leaded the foodservice establishment to grow theme restaurants in competitive market to stay relevant with the trend. Therefore, this study aims to identify the atmospheric factors that influence the young customers’ revisit intention into theme restaurants. Quantitative data taken from 200 young customers were analyzed, then, 146 valid questionnaires were returned and the result indicates a statistical relationship between cleanliness and respondents’ revisit intention. Thus, restaurateurs need to understand the importance of physical interiors and their influence on overall guest’s revisit intentions as a guideline and future references. Keywords: restaurant attributes; restaurateur; theme; young customers eISSN 2514-7528 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
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