Influence Of Antecedents Of Restaurant Authenticity On Customer Perception Towards Ethnic Restaurantscv

Abstract

The restaurant industry is highly competitive. In order to attract and retain customers, restaurant business owners and managers should have a deep understanding of the needs, wants, and perception of customers. A major trend in the restaurant industry is the growing number of ethnic restaurants; this growth is a result of changing demographics and increased interest in ethnic cuisine. The purpose of this study is to determine the impact of antecedents (physical environment, service quality, ambience, music, cuisine) and consequences (customer satisfaction, revisit intention, brand loyalty, sense of attachment) on customer perception in an authentic ethnic restaurant. The study draws a sample of college students and working class who are staying out of their hometown and country. A structured questionnaire was designed to collect the primary data which was analyzed using SPSS to list the findings and implications.