A STUDY ON DINESCAPE AND CUSTOMERS' BEHAVIOURAL INTENTION AT HIPSTER CAFES IN PENANG

Abstract

Previous studies have linked customer satisfaction to other elements such as pricing, customer perception, and situational considerations. According to scholars, there is a lack of research focus on dinescape and customers' behavioural intention at hipster cafes. Moreover, hipster cafes are also under fierce competition to attract and maintain customers as the worldwide market evolves rapidly. To succeed in their core business, restaurateurs must be concerned about the elements that impact client happiness, which leads to a desire to return. It is because, the "experience" is the most prevalent thing that is thought to be marketed in hospitality, and the sensory experience is what is offered in restaurants. Further research to fill this theoretical gap was needed. Therefore, the present study investigates the effects of dinescape on customers' behavioral intention at hipster cafes in Penang. Using purposive sampling, respondents were selected from the residents of Penang, and 150 questionnaires were passed and successfully collected. The data has been analysed by using Statistical Package for Social Sciences (SPSS) software. The findings revealed that all DINESCAPE dimensions suggested a positive relationship with customers' behavioural intention at Hipster café in Penang. As a result, this study urged cafe owners to give continuous thought and effort to DINESCAPE issues and it should be viewed as an important marketing strategy that must be handled correctly to ensure long-term positive customer behaviour intentions. In conclusion, DINESCAPE has a wide range of potential applications in assisting researchers and restaurateurs in better understanding customer's perceive on physical surroundings.