Konferensi Nasional Riset Manajemen VII Palembang, 27 November 2013 ISSN:

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1 THE ROLE OF FOOD QUALITY, SERVICE QUALITY, AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION AND FUTURE BEHAVIORAL INTENTIONS IN CASUAL DINING RESTAURANT Ivyanno U. Canny 1 1 School of Business Administration, Faculty of Business Administration and Humanities, Swiss German University, BSD City, Tangerang, Indonesia. Dining out is no longer become a new activity for most Indonesian urban. In recent years the rushing waves of various non-indonesian cuisines are popping up in numerous casual dining restaurants in the big cities surround Indonesia, particularly in Jakarta. Hence, this study is empirically investigates customers perception of dining experiences (food quality, service quality and physical environment) and its influences on customer satisfaction and future behavioral intentions in casual dining restaurant in Jakarta. Sample of this study was collected from 213 customers of a two well-known casual dining restaurants that offered full table service in South Jakarta, multiple regression analysis in this study revealed that: (1) three aspects of dining experience, namely food quality, service quality and physical environment has positively influence on customer satisfaction, and (2) customer satisfaction positively influence on behavioral intentions. Theoretical and practical implications both for academic researchers and marketing practitioners are also discussed. Keywords: food quality; service quality; physical environment; customer satisfaction; future behavioral intentions INTRODUCTION Over the past decades, Indonesian food market has changed in response on food consumption patterns, accompanied by a fast growing of modern restaurant establishment, especially in the big cities in Indonesia such Jakarta. The growths of new restaurant establishment in Indonesia showed positive growth by 84.3 percent from 2006 to There were 1,615 new restaurant establishments in 2006 and it numbers increased by 2,977 in 2011 (Indonesia Ministry of Tourism and Creative Economy, 2011). In report entitled Indonesia Food and Drink by Business Monitor in 2013, it is highlight that food consumption in local currency is expected to grow 7.9 percent in 2013, with a five year forecast to 2017 of 9.3 percent growth. With approximately 4,099 outlets in 2008 from 2,517 outlets of casual dining restaurant listed across Indonesia in 2003 and those numbers were expected continue to increase, particularly outside Java along with the evolution of Indonesians middle and upper class trends and lifestyles in welcoming a numerous non-indonesian food restaurant. In Jakarta particularly, there were approximately 79 high-class restaurants, which include western and non-indonesian restaurants that listed in PHRI (Indonesia Hotel and Restaurant Association). Nowadays, Jakarta is become more promising for the new restaurant business establishment, supported with the high demand of Jakarta mid and upper middle class segment in accommodate the modern lifestyles in consume food and beverages product. Hence, the intense competition within the new restaurant establishment in Jakarta were more widely opened and very competitive for new restaurant business owners and professionals to utilizing the available opportunities in maximizing business revenues and fulfilling customers compassions by delivering a decent dining experience from its foods, friendly employee-customers interaction and physical environment. Research in dining experience has begun discussed in a hospitality and service marketing research, since overall customer perceived value through dining experience acknowledged as the pivotal key success in the restaurant business. Prior study by numerous researchers on different types of restaurants revealed that dining experience compose a vital role in generating a positive influence on dining experience to customer satisfaction as well as a predictor for future behavioral intentions (Ryu and Han, 2010; Ryu et al., 2012; Liu and Jang, 2008; Namkung and Jang, 2008). The entire dining experience attributes must be taken as a whole. Dining experiences includes tangible (food and physical environment) and intangible (employee-customer interaction) attributes (Liu and Jang, 2009; Ryu et al., 2012; Jang and Namkung, 2009). The importance in understanding both tangible and intangible attributes of dining experience, suppose assist restaurant management understand how to satisfying customers as well as lead a repeat-patronage. More 1 Electronic copy available at:

2 specifically, the specific objectives of current research were (1) to investigate the influences of the three dining experience attributes (food quality, service quality and physical environment) on customer satisfaction; and (2) to examine the impact of customer satisfaction on behavioral intentions in the casual dining restaurant in Jakarta is applicable. Lastly, this study is important both for practitioners and researchers. This study may provide useful insights for restaurant management in maximizing potential role of dining experience in lead customer satisfaction and future behavioral intentions. It is also expected that the findings, conceptual model and survey instrument would be helpful for restaurant managers establish a comprehensive dining experience, which could lead on the revenue and profit incensement. In addition, further study could apply the conceptual model of this research and developed in the similar research at various restaurant types, which the results could be compared and benchmarked to contribute in the hospitality and service marketing literature. THEORITICAL BACGROUND AND HYPOTHESES Influence of food quality on customer satisfaction In an initiative to ensure dining experience, food as the core product of restaurant business (Walter et al., 2010; Jang and Mankung, 2009) was recognized as the most essential determinants of customer satisfaction in restaurant industry (Sulek and Hensley 2004). Briefly food quality described as being appropriate to consumption (Haghighi et al., 2012; Peri, 2006). Andaleeb and Conway (2006) defined that food quality is interpret as reliability dimension in SERVQUAL model by Parasuraman et al. (1998). Were the description of reliability is translated as food quality in the restaurant industry, which mean the restaurant must consistently and dependably represent the food with appropriate freshness, temperature, taste, and presentation (Namkung and Jang, 2007; Liu and Jang, 2009; Kim et al., 2009). Study from various type of restaurants in mid-to-upper scale restaurant in U.S. (Jang and Namkung, 2009), Chinese restaurant in U.S. (Liu and Jang, 2009), Korean restaurant in Seoul, Korea (Ryu et al., 2012) and Korean restaurant in U.S. (Ha and Jang, 2009) has revealed that food attributes such as food taste, food presentation, food temperature and food freshness were significantly related with customers satisfaction. Based on the literature discussion above, the following hypotheses proposed that: Hypotheses 1. Food quality positively influences on customer satisfaction. Influence of service quality on customer satisfaction Research on service quality becomes a major concern in hospitality industry, since these industries basically dealing with people-oriented service delivery. In the service literature, service quality is defined as results of customer s subjective evaluation from their comparison between expectations and perceived performance of service provider (Parasuraman et al., 1988). SERVQUAL is the most popular and widely used by researchers in the area of marketing services to measure customer expectations and perceptions through service quality (Parasuraman et al., 1988). It encompass of five fundamental dimensions of service quality, namely: reliability, tangible, assurance, empathy and responsiveness. In advance, Stevens et al., (1995) adapted the SERVQUAL model to be more applicable for restaurant industry, by modified several items from the original SERVQUAL and introduced DINESERV to measure service quality in restaurants. The Association between service quality and customer satisfaction have been acknowledged as the key success factor in sustaining competitive advantage in service industries (Palmer, 2001). Higher service qualities generate the higher customer satisfaction and lead the high possibility customers in perform future behavioral intentions. Service quality in restaurant industry is derived from the customer's evaluation of the restaurant service quality after comparing between their expectation and actual experience during their visitation in restaurant (Chow et al., 2007). Restaurant is not only emphasizing food as the main product, but also sell the service delivery of the employees as well. Service quality and customer satisfaction are inseparable factors in marketing factors, particularly in restaurant industry. The service does not stop at the overall results of the customers' feeling satisfied or dissatisfied. For instance, Liu and Jang (209) revealed that service quality is considered as core determinant lead on customer satisfaction and customer s post-dining behavioral intentions. Ryu and Han (2010) also found that service quality, which derived from service staff, had the most significant and positive effect on dining satisfaction at ethnic restaurant in U.S. Therefore, this study adopted the attributes of service quality, which derived from service staff elements were empirically significant on customers satisfaction as highlight in the prior study by Ryu and Han (2011) and Ryu and Jang (2008), which includes: (1) restaurant's ability to serve the promised service dependably and accurately, (2) employees caring and attention to every customers, (3) employee's knowledge, courtesy and ability to inspire trust and confidence, and (4) employee s professional appearance. Based on the literature discussion above, the following hypotheses were deducted: 2 Electronic copy available at:

3 Hypotheses 2. Service quality positively influences on customer satisfaction. Influence of physical environment on customer satisfaction The increasing number of various types of modern-restaurants has led to fierce tough competition in restaurant industry. Thus, dining experience should be able to provide both physical and culinary services. Consequently, it is important for restaurant management to differentiate the restaurant business through restaurant's physical environment to generate individual customer value. The physical environment not only just to keep current restaurant s customers but also as an essentials aspects to attract the new ones, since several customers is prioritize to the pleasant and innovative restaurant environment than food or service itself. As a key success in many restaurant business, constructing a pleasant and innovative physical environment was precisely essential aside from food quality and service quality aspects. It is believed that the physical environment help to form customers' dining experiences at restaurants business and positively influence in forming customer satisfaction (Ryu and Jang, 2008; Liu and Jang, 2009; Ryu and Han, 2010) as well as affect customers physical comfort and movement (Wall and Berry, 2007). The majority of customers dining out are reasonable. Customers are expecting an experience more than just eating, but they also seek a memorable dining experience away from what they got at home (Ryu and Han, 2011). Hence, physical environment aspects in this study includes: function and space, design color and lightning as one of the important stimulus during customers dining experience, which lead into a positive behavioral response, such as customers satisfaction (Ha and Jang, 2010; Peri, 2006; Namkung and Jang, 2008). It is recommended that the restaurant chain provide an attractive environment through the proper layout of table and chair. The furniture placement is important as it may mediate a sense of enclosure, spatial movement, function as walls and communicate visible or invisible edges (Lin, 2004). Colors set the customer's overall mood in the environment. By choosing the right colors, restaurant will inspire the customers to enjoy the ambiance as much as the food that served by the restaurant. Many recent studies have come to prove that color is not only just something that we perceive, but beyond that color is also affects the way we feel. For instance, Meola (2005) stated that warm colors like orange, yellow and red are positively gain much the attention of a human mind much quicker the cool colors. Warm colors also increased the human enthusiasm, encourage action, and often associated with desire. The green, blue, indigo, and violet are considered to be the cool colors, which are good to be located in the background, since cool colors seems able to make the space bigger than it really is (Nicholson, 2002). Meanwhile, proper lighting is vital role in creating good lighting is essential in order to create people s perceptions of the environment (Lin, 2004) and relates directly to the accurate color of the object in its best possible light (Gifford, 1988). The type of lighting in environment directly influences on individual s perception of the quality of the space as well as influencing individual s consciousness of physical, emotional, psychological, and spiritual aspects of the space (Kurtichand and Eakin, 1993). Therefore, it was hypothesized that physical environment was a significant predictor of customer satisfaction in the dining restaurant industry. Hypotheses 3. Physical Environment positively influences on customer satisfaction. Influence of customer satisfaction on future behavioral intentions Customer satisfaction is crucial to the survival of any business as well is important for the marketer, since customer satisfaction is deemed as a determinant of post-purchase attitude and reflects as a positive or negative outcome, which derived from consumer personal values. The psychological theory that is most widely accepted to assess customers satisfaction is the Expectancy-Disconfirmation theory by Lewin (1938). This theory argues that customer satisfaction is the judgment of comparison process between the expected and perceived performance of a product or service. If the performance falls short of customer expectation, customers will experience negative disconfirmation and dissatisfaction or vice versa. Further, prior research also revealed that customer satisfaction is become a great predictor on future behavioral intentions (Oliver, 1980). In restaurant industry, customer satisfaction playing pivotal role since it is often used as an indicator for predicting whether or not customers will return to the restaurant. Reasoned-action theory by Fishbein and Ajzen (1975) noted that a behavioral intention is a motivational of a volitional behavior. The degree to which a person has formulated conscious plans to perform or not perform some specified future behavior is often called future behavioral intentions (Jaccard and King, 1977). Most studies on hospitality on restaurant industry have support the notion and importance of direct linkage between customers satisfaction on future behavioral intention. Numerous researchers is also determined an applicable proxies of behavioral intentions as the impact of customer satisfaction. Research on quick-casual restaurant in U.S. was noted behavioral intentions as the possibility of customers to revisit and recommend the restaurant to the others (Ryu and Han, 2010). Empirical investigation on the upscale Korean restaurant in Seoul, Korea added 3

4 another behavioral intentions proxy, such as visit more frequently in the behavioral intentions variable (Ryu et al., 2012). Additionally, this study adapted the study from the empirical investigation at the various type of restaurant, such as casual dining Chinese restaurant (Liu and Jang, 2009), mid-to-upper scale restaurant in U.S. (Jang and Namkung, 2009) and Korean restaurant in U.S. (Ha and Jang, 2010), which encompass behavioral intentions such as: recommend to others, say positive thing and revisit the restaurant in the future. Hypotheses 4. Customer satisfaction positively influences on behavioral intentions. Conceptual framework of this study Regard on aforementioned literature review above, the following conceptual framework among variables was generated, the study proposed a conceptual framework and study hypothesis, as shown in Fig. 1 below. The dining experience attributes includes food quality, service quality and physical environment consider positively related to customers satisfaction. Likewise, the higher level of satisfaction is undoubtedly lead the customers in perform future behavioral intentions such as revisit, say positive thing and recommend the restaurant to others. METHODOLOGY Data collection A self-administered questionnaire was developed for these studies were gathered from two well-known casual dining restaurants that offered full table service in South Jakarta. The questionnaires were randomly distributed in each restaurant to the customers in the exit door after the customers finish their payments session, thus this study could expose the entire dining experience, satisfaction and their post dining behavior at an aggregate level. A total 250 questionnaires were distributed and total of 213 were completed the questionnaires and used in this study. However, 37 respondents answers were omitted from the analysis, because of high degrees incomplete responses. Before the questionnaire was finalized, the pilot test was conducted from 60 random respondents or, who had visited a casual dining restaurant within the last 4 weeks. Pilot test was conducted to increase the reliability and to ensure the appropriateness of the data collection instrument. The numbers of respondents of the conducted pilot test considered exceed the minimum number of 30 respondents as explained by Sekaran and Bougie (2009). Food Quality Service Quality Physical Environment Measurements H1 H2 H3 Customers Satisfaction H4 Fig. 1. Conceptual Framework Future Behavioral Intentions The questionnaire used in this study is consisted of three sections: (1) demographic information, (2) respondents perceived performance based on their dining experiences, and (3) customer satisfaction and behavioral intentions. Section one is designed to capture respondents personal information regarding their gender, age, occupation, monthly income and dining companion. Section two is aimed to identify the respondents perceived value regarding dining experience at the casual dining restaurant. The items was developed and combined based on previous research (Liu and Jang, 2009; Jang and Namkung, 2009; Jeong and Jang, 2011; Ha and Jang, 2010; Ryu and Han, 2010), items are modified to be applicable with restaurant situations. All items were measured on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). Lastly, section three was designed to examine customer satisfaction regarding dining experience as well as their future behavioral intentions to investigate post-dining behavioral intentions such as likelihood to revisit, say positive thing and willingness to recommend the restaurant to others. Customer satisfaction was measured using three items of perceived disconfirmation theory (Oliver 1997), which the items are modified from the similar studies in the restaurant industry (Liu and Jang, 2009; Jang and Namkung, 2009) to properly fit with the restaurant situations. Though, behavioral intentions were measured using 3 items based on study from Zeithaml et al. (1996) and has been adjusted with the similar study on the several types of restaurant (Jang and Namkung, 2009; Ha and Jang, 2010). All items were measured on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). To measure the influences of three variables of dining experience measurement (food quality, service quality, and physical environment) on customers satisfaction as well as the influences of customers satisfaction on 4

5 future behavioral intentions, statistical analysis through multiple regressions was conducted in this study. As presented in Table 1, two regression equations were suggested to test the hypotheses of this study. The first equation included the regression analysis to investigate the direct effect of three variables of dining experience on customers satisfaction. The second equation was established to examine the direct effect of customers satisfaction on future behavioral intentions. Validity and reliability measures were prepared before multiple regression analysis is conducted to ensure the measurement items had a high internal consistency through analysis of its Cronbach alpha coefficients. While, validity analysis in this study was employed with factor analysis technique to assess the inter- correlations between measurement items used this study (Hair et al., 2010). The Measurement items and descriptive analysis results for each construct used in this study is presented in Table 2. Table 1 Regression equation models Equation Regression Equation 1 CS = α + β 1 FQ + β 2 SQ + β 3 PE Equation 2 FB = α + β 1 CS CS = Customer Satisfaction, α = Intercept term, β = Regression coefficient, FQ = Food quality, SQ = Service quality, PE = Physical environment, FB = Future behavioral intentions occasions, since most of the respondents were selected a friends for their dining companion. RESULTS Sample profile Table 3 below shows the results of the respondents demographic profiles. Among the 213 valid respondents, showed that 57.7 percent were males and 42.3 percent were females. The majority of respondents were aged between years old (37.1 percent). With regard of occupational status, the majority of respondents were students (46.9 percent), followed by professionals (27.7 percent) and other (25.4 percent). Regarding the average monthly income, 30.5 percent of respondents were having the monthly income between 3 5 millions (Rp) in a month. Respondents were most likely to go to a casual dining restaurant with their friends (35.2 percent), followed by couples (27.2 percent) and family (23.5 percent), and were less likely to dine out with business colleagues (8.9 percent) or by themselves (5.2 percent). Based on the brief customer profile above, revealed that the common customers of casual dining restaurant in Jakarta was dominated with young adults aged between years old and the main reasons for their dine out in casual dining restaurant was social 5

6 Table 2 Measurement items and descriptive analysis results Construct Measurement Items Label Mean Dining Experience Customer Satisfaction Future Intentions Behavioral Food Quality The restaurant served tasty food The food presentation is visually appealing The food was served at the appropriate temperature The restaurant served fresh food Service Quality The restaurant served my food exactly as I order it The restaurant employees are always willing to help me The behavior of the employees instills confidence in me The restaurant employees were neat and well dressed Physical Environment The facility layout allows me to move around easily The interior design is visually attractive The restaurant used colors that create a sense of pleasant ambience Lightning create a comfortable atmosphere I am satisfied with this restaurant I am pleased to have visited this restaurant I really enjoyed myself at this restaurant I would like to come back to this restaurant in the future I would recommend this restaurant to my friends or others I would say positive things about this restaurant to others The brief result of demographic profiles of this study is consistent with the statement by Buzalka (2000), which specified that young adults were the main segment of casual dining restaurant. Young adults were well accustomed to dine out and understand a good quality of a restaurant regarding to its food, service and ambience (Powers and Barrows, 2003). Table 3 Demographic profiles of respondents Characteristics Gender Male Female Total Age Above 31 Total Occupation Student Frequen cy Percenta ge (n=213) Characteristics Professional Government officer Entrepreneur Others Total Monthly Income (Rp) < 1 million 1 million 3 million 3 million 5 million 5 million 10 million > 10 million Total Dining Companion Alone Family (spouse, parents or children) Friends Business colleagues Couples Total FQ-1 FQ-2 FQ-3 FQ-4 SQ-1 SQ-2 SQ-3 SQ-4 PE-1 PE-2 PE-3 PE-4 CS-1 CS-2 CS-3 FB-1 FB-2 FB Frequen cy Standard Deviation Percenta ge (n=213)

7 Validity and reliability measures Table 4 presents the results of both validity and reliability test from all the measurement items constructs. Factor analysis was conducted to evaluate the validity of the measurement items. The result of validity test from 213 respondents was revealed that all the measurement items had a standardized loading ranging from 0.40 or greater (0.702 and 0.866) are indicating the convergent validity of the measurement model (Hair et al., 2010). Meanwhile, Cronbach alpha coefficients are to assess the internal consistency of all the measurement used in this study. All scales were appears sufficient reliability and adequate to assess the research hypotheses, as they exceed regarding the reliability guidelines of 0.6 (Sekaran and Bougie, 2009). The result of the reliability test indicates the measurement items had a high internal consistency with alpha ranging from and Table 4 Reliability and validity of the measures Constructs Dining Experience Customer Satisfaction Future Behavioral Intentions Measurement Items FQ-1 FQ-2 FQ-3 FQ-4 SQ-1 SQ-2 SQ-3 SQ-4 PE-1 PE-2 PE-3 PE-4 CS-1 CS-2 CS-3 FB-1 FB-2 FB-3 Hypotheses testing Loadin gs Cronbac h α The first objective of this study was focused on testing the direct effect between the three variables of dining experience as the independent variable on the dependent variable, which is customer satisfaction. As presented in Table 5, the first regression equation indicated that all the three variables of dining experience namely food quality, service quality and physical environment were significant at R 2 of.431. Also, the overall model was significant ranging from and with the p-value < Thus, the three variables of dining experience has practically a significant influences on customer satisfaction by (43.1%), where the remaining (56.9%) of changes were identified by other factors, which not mentioned in this study. Therefore, hypotheses 1 (food quality positively influences on customer satisfaction), hypotheses 2 (service quality positively influences on customer satisfaction), and hypotheses 3 (physical environment positively influences on customer satisfaction) were accepted. The results also indicate that the path from service quality to customer satisfaction (β 2 SQ =.358, t = 3.093) was greater than other dining experience variables, from food quality to customer satisfaction (β 1 FQ =.334, t = 4.882) and physical environment to customer satisfaction (β 3 PE =.320, t = 4.614). Thus, these findings implied that service quality was the most significant predictor of dining experience aspect to customer satisfaction among three other variables namely food quality followed with physical environment. In the second regression equation (Table 5), the influence of customer satisfaction on future behavioral intentions was significant at R 2 of.674. The overall model was also significant at with the p-value < Customer satisfaction explained about 53.6% of the total variance in future behavioral intentions. Thus, the hypotheses 4, which stated that customer satisfaction positively influences on future behavioral intentions was accepted. Results of this study also consistent with the previous studies in several restaurant industries, which stated that customer satisfaction, are a great predictor for future behavioral intentions (Ryu and Han, 2010; Ryu et al., 2012; Liu and Jang, 2009; Jang and Namkung, 2009; Ha and Jang, 2010). CONCLUSIONS AND IMPLICATIONS This study makes an important contribution in understanding the importance of dining experience aspects in forming customers satisfaction and future behavioral intentions in casual dining restaurant industry. Findings in this study revealed that the essentials aspects of dining experience such as food quality, service quality and physical environment is a significant predictor of customer satisfaction and future behavioral intentions, which involve customers willingness to revisit, recommend and say positive thing about restaurant to others. Results of regression analysis revealed that service quality was the most significant predictor of dining experience aspects in forming customers satisfaction since its beta value is the highest (β =.358) among others aspects, food quality (β =.334) and physical environment (β =.320). Results of respondents descriptive statistics of service quality aspect, utter the attitude of restaurant employees, which 7

8 always eager and ready to help customers with best possible friendly service was the most essential service that make restaurant customers satisfied. Further, the appropriate and appealing food presentation is another essential food quality aspect in dining experience to forming customer satisfaction as well as triggering future behavioral intentions. Customers also agreed that colors were the important aspect in physical environment, which create a sense of pleasant ambience surrounding restaurant. Furthermore, conclusively findings of this study reveled that customers satisfaction has a positive influences on future behavioral intentions in casual dining restaurant by 53.6%. Hence, results indicating the customers satisfaction had a strong effect in triggering customers to perform behavioral intentions, such as customers willingness to revisit, recommend and say positive thing about the restaurant to the others. The restaurants aspect such as quality of food and service as well as the pleasant physical environment cannot be judged until those aspects has been experienced by customers (Ryu and Han, 2010). It is extremely important for casual dining restaurant management to always retain and improve customer s satisfaction by understand how to achieve customer s needs of its restaurant product (food and physical environment) and services (service quality). In accordance with findings of this study, physical environment aspect is need an extra improvement by casual dining restaurant owners in Jakarta in forming an excellence dining experience. Nowadays, consumers are increasingly demand value a pleasant physical environment in the entire dining experience. In order to encourage customers satisfaction on restaurant physical environments, several evaluation and improvement encompass of restaurants function and space, design color and lightning. Since restaurant management were already able to control several physical environments (attractive interior design, décor, color and professional appearance of restaurant employees), however restaurant management should consider a physical environment aspect that increase the entire dining experience as a marketing tool to retain and attract new customers in improvement on restaurant lighting. The ambient of lighting setting in a restaurant not just only enhance customers warmth and hospitality experience, but it also serves customers with dining experience and create a sense eat at home. For this reason, it's vital to give equal importance to restaurant lighting just as to the food being served. LIMITATIONS AND FURTHER RESEARCH In interpreting the results of this study, one must consider a number of limitations. First, the main limitation of the study is lies in the data collected. Data from the current study were gathered from respondents of two well-known casual dining restaurants in South Jakarta. However, the results may have different relationships among the studied construct, if further Table 5 Regression analysis results Equation Path β t-value p-value R 2 Equation 1 Equation 2 Food quality Customer satisfaction Service quality Customer Satisfaction Physical environment Customer satisfaction Customer satisfaction Future behavioral intentions studies could capture the respondents perspective of dining experience at casual dining restaurant from other region or states in Indonesia. Respondents from other region or states may have a different view casual dining restaurant compared to those who live in an area where casual dining restaurants are less common, such in Jakarta. Second, since the data were gathered using a convenience sampling method, the results can be only generalized in casual dining restaurant at two well-known casual dining restaurants in South Jakarta. Further studies are expected to examine the influences of three dining experiences aspect on customer satisfaction and future behavioral intentions at other types of restaurants, such as fast food restaurants, quick service restaurants, family restaurants and fine dining restaurants. Third, the differences between first-time and repeat visitors could have different interpreted. First-time customers are considered less of novelty experience and returning intentions, rather than repeat visitors in the current restaurant. Therefore, this matter can cause uncertainty in how respondents answer general questions regarding to casual dining restaurant. Further studies are expected to be able to investigate both first-time and repeat visitor on certain casual dining restaurant. Moreover, the proposed model can be extended to include other components of dining experience that may affect the associations between constructs that applied in this study. For instance, fairness of wait (waiting times and physical comfort in 8

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