The impact of servicescape on patronage intention: Evidence from Arabic restaurants in Shah Alam / Muhammad Ashraaf Ahmad Razib

Ahmad Razib, Muhammad Ashraaf (2017) The impact of servicescape on patronage intention: Evidence from Arabic restaurants in Shah Alam / Muhammad Ashraaf Ahmad Razib. [Student Project] (Unpublished)

Abstract

Intense competition in the business environment forces firms to look for ther best approach to attract and create patronage intention. Servicescape is a strategy used by many firms to maintain patronage intention. Good implementation of servicescape strategies will result in quality built between customers and firms. The main study of this research is to investigate the impact of servicescape on patronage intention evidence from Arabic restaurants in Shah Alam. Patronage intention being a dependent variables in this research and measured by five independent variables which is aesthetics, ambient conditions, space, seating comfort and cleanliness. A review of literature was conducted to find out the patronage intention on Arabic restaurants. The literature review confirms this relationship. This research is based on 130 respondents which collect in three Arabic restaurants area town Shah Alam which is Al Rawsha Restaurant, Sahara Tent Restaurant and Zam Zam Arabic Restaurant. Sampling method used in this study is convenience sampling. The data was analyzed using correlation coefficient and regression by using SPSS software. The findings reveal that are positive relationship between these servicescape dimensions and patronage intention. However, the result shows that ambient conditions, seating comfort and cleanliness has significant impact on patronage intention.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Ahmad Razib, Muhammad Ashraaf
UNSPECIFIED
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Keywords: Business environment; Patronage intention; Servicescape; Arabic restaurants
Date: 2017
URI: https://ir.uitm.edu.my/id/eprint/18478
Edit Item
Edit Item

Download

[thumbnail of PPb_MUHAMMAD ASHRAAF AHMAD RAZIB BM 17_5.pdf] Text
PPb_MUHAMMAD ASHRAAF AHMAD RAZIB BM 17_5.pdf

Download (134kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

18478

Indexing

Statistic

Statistic details