Influence of Physical Environment on Customer Satisfaction and Return Intention in Kenyan Rated Restaurants

Abstract

The study was conducted to examine the influence of physical environment on customers’ satisfaction and return intention. The study involved 345 customers in both Nairobi and Coastal region of Kenya. The sampling technique was simple random. DINESCAPE items were used in measuring physical environment. The instrument for data collection was self administered structural close ended questionnaire. Statistical package for social sciences (SPSS) version 18 was used to analyze the data. Pearson correlation coefficient test indicated a strong positive relationship between physical environment and return intention (r =0.605) at 0.01 confidence level. A mode of 2 indicated that majority of the respondents were dissatisfied with external appearance of restaurant’s environment and the musical background. Results on linear regression analysis revealed a statistical significance between physical environment and customers return intention (p = 0.000).This implied that physical environment highly influenced customers’ return intention in rated restaurants. To satisfy and encourage most customers to revisit the restaurants, the study suggested that the restaurant managers should device ways of improving the external appearance of the restaurants. They should also offer musical background that is suitable to their type of customers.