THE STUDY ON THE EFFECTS OF ENVIRONMENTAL QUALITY, FOOD AND RESTAURANT SERVICES ON MENTAL IMAGE OF THE RESTAURANT, CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION AND CUSTOMER BEHAVIORAL INTENTIONS: (CASE STUDY OF BOROUJERD'S RESTAURANTS)

摘要

The purpose of this study is to evaluate the impact of environmental quality, food and restaurant services on the mental image of the restaurant, customer perceived value, customer satisfaction and customer behavioral intention. This research is applied research. The research method is descriptive-survey and for obtaining purposes of this study, and for collecting data, a questionnaire was used. Information and data obtained through the questionnaire consisted of 29 questions that have been approved by the teacher advisors, statistic society consist of customers of Boroujerd’s restaurants. Structural equation has been processed through software (LISREL). Collected data in the form of two parts: descriptive statistics (frequency tables and graphs) and inferential statistics (using structural equation modeling techniques to confirm or reject hypotheses using Lisrel) reviewed and analyzed and present the final results. This study consisted of six hypotheses. Results for the six hypotheses restaurant quality (Physical environment, food and service) had a positive impact on the image of the restaurant and the hypothesis has been confirmed. Restaurant quality (physical environment, food and services) have a positive effect on customer perceived value and this hypothesis has been confirmed. Mental picture of the restaurant had a positive effect on perceived value and customer satisfaction, and this hypothesis has been confirmed. Customer perceived value had a positive effect on customer satisfaction and this hypothesis has been confirmed .Customer satisfaction has a positive impact on behavioral intention, and this hypothesis has been confirmed.