Role of physical environment (dinescape factors) influencing customers' revisiting intention to restaurants

With the growth of Indian economy, incomes of individuals have also risen. With higher disposable income in their hands, people have adopted new lifestyle trends. One of such trends is visiting restaurants. Given the increase in the number of people visiting restaurants and with the demanding nature of such people, it is imperative for restaurateurs to understand the likes and dislikes of their customers. This paper focuses on the role of dinescape factors, other than food and service, in influencing the revisit intention and the expectations of restaurant customers in the Indian context. The data was collected through a questionnaire survey from 205 respondents from across India. The ordered logistic regression results show that customers' expectations from a restaurant match the reasons they give for revisiting their favorite restaurant. This study aims to identify the major dinescape factors that influence the restaurant customers.