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http://dx.doi.org/10.9723/jksiis.2021.26.4.059

The Impacts of Restaurant's Hygiene Environment on Customers' Behaviors  

Park, SoonAe (인천대학교 경영대학원)
Kim, Kyungmi (인천대학교 경영전공)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.26, no.4, 2021 , pp. 59-71 More about this Journal
Abstract
This study investigates the effects of restaurants' physical environments on customers' words of moth and return intention. Data was collected using a self-administered questionnaire from restaurants during summer of 2020 and received 627 useful responses. The data was analyzed using the hierarchical multiple regression. The results showed that restaurants' physical environments was statistically significant influencing factors on customers' positive word-of-mouth and return intention. Hygiene environmental variables did not moderated the relationship between restaurants' physical environments and customers' word-of-mouth whereas hygiene environmental variables did moderated the relationship between restaurants' physical environments and customers' return intention. The results of this study suggested that restaurant business owners need to maintain clean environment and to continuously educate employees to protect customers from COVID-19 spread.
Keywords
Physical environment; Word-of-mouth; Return intention; Hygiene variables; Marketing strategy;
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