— The trend of eating out has leads the food service industry to the needs of managing the customer and making sure that all their needs and preferences can be fulfilled. Foodscape been recognized as one of the factors to attract and retain the customers and at the same time increase the revenue of the restaurant. This is proven through the researches done earlier in the effects of foodscape on the consumer behavior in the restaurant industry. However, the questions of which foodscape dimensions have the most influence on the future behavior intentions of the customer in casual dining restaurant in Malaysia scenario is rarely been discussed. This study has surveyed 146 customers and proven that there is a relationship between foodscape and future behavior intentions. Through results, it revealed that presentation and freshness play an important role in capturing the customer heart and give positive impacts on their future behavioral intentions.
— Foodscape, future behavioral intentions, casual dining restaurant.
Suria Sulaiman is with School of Management, Universiti Sains Malaysia, on leave from the Universiti Teknologi MARA, Malaysia (email: firstname.lastname@example.org).
Mahmod Sabri Haron is with School of Management, Universiti Sains Malaysia (e-mail: email@example.com).
Cite: Suria Sulaiman and Mahmod Sabri Haron, " Foodscape and Customer’s Future Behavioral Intentions in Casual Dining Restaurant," Journal of Economics, Business and Management vol. 1, no. 1, pp. 94-97, 2013.