Sit Down Restaurant

African
Journal of Hospitality, Tourism and Leisure Vol. 3 (2) -‐ (2014)
ISSN: 2223-‐814X Copyright: © 2014 AJHTL -‐ Open Access-‐ Online @ http//: www.ajhtl.com
Dining atmospherics and food and service quality as

predictors of customer satisfaction at sit-down
restaurants
Professor Daniel Petzer*
Workwell: Research Unit for Economic and Management Sciences
North-West University
Potchefstroom Campus
Tel: +27 18 285 2207
Fax: +27 87 231 5490
E-mail: 11196092@nwu.ac.za
Dr Nedia Mackay
Workwell: Research Unit for Economic and Management Sciences
North-West University
Potchefstroom Campus
*Corresponding author
Abstract
South African sit-down restaurants operate in a fiercely competitive environment and customer
satisfaction has proven critical for survival in this and other service industries. A satisfied customer
spreads positive word-of-mouth, returns, and contributes to profitability. Extant literature indicates that
customer satisfaction is in turn impacted by product and service quality, and also by the atmospheric
elements present in the servicescape. It is, however, important to determine the extent to which food
and service quality and dining atmospherics predict customer satisfaction within a South African sit-
down restaurant context before restaurateurs embark on marketing strategies to enhance these
aspects to cultivate customer satisfaction. The study therefore measures these constructs and
determines the extent to which they predict customer satisfaction.
The study is quantitative and descriptive in nature. Data was collected through self-administered
questionnaires from 250 sit-down restaurant diners in urban areas of 6RXWK $IULFD¶V North-West
3URYLQFH7KHUHVXOWVLQGLFDWHWKDWUHVSRQGHQWV¶SHUFHSWLRQVRIIRRGand service quality are significant
predictors of customer satisfaction at sit-down restaurants. RHVSRQGHQWV¶ SHUFHSWLRQs of dining
atmospherics also predict customer satisfaction when food and service quality are controlled. The
article provides recommendations on how dining atmospherics, food quality and service quality can be
enhanced to improve customer satisfaction at sit-down restaurants.
Keywords: customer satisfaction, dining atmospherics, food quality, service quality, sit-down
restaurants
Introduction increasing pressure from fast-food and

other food service outlets entering the
In the South African restaurant industry market, sit-down restaurants also need to
competitiveness has become so fierce that adapt to the changing dynamics of the
several sit-down restaurants cannot general family structure (Moolman 2011:
survive or grow and are forced to shut 131; Vanniarajan & Meharajan 2012: 4).
down due to customer losses, insufficient Ryding (2011: 504) adds that the modern
resources and bankruptcy (Stats SA 2012: customer has evolved in such a way, that
2; Von Ulmenstein 2011). In addition to their demands and expectations are more
1
African Journal of Hospitality, Tourism and Leisure Vol. 3 (2) -‐ (2014)
sophisticated than ever before, resulting in insufficient resources and bankruptcy
an even more competitive industry. (Stats SA 2012: 2; Von Ulmenstein 2011).
The South African restaurant industry is
Due to the challenges in the restaurant further considered highly dependent on
industry, sit-down restaurant marketers FXVWRPHU GHPDQG DQG WKH FRXQWU\¶V
need to investigate new ways of economic stability and growth (Welter
establishing and maintaining a competitive 2012: 61). If customers are satisfied with
advantage over rivals. According to Choy, the food and service quality they receive at
Lam and Lee (2012: 11), aspects such as the restaurant, they will be more likely to
dining atmospherics, food quality and communicate positively about the
service quality contribute significantly to restaurant, revisit the restaurant, and
the success and longevity of restaurants. subsequently contribute to the profitability
In fact, it is universally known that of the restaurant (Kaura, Datta & Vyas
customers visit a restaurant to enjoy food 2012; Kim, Ng & Kim 2009). Dining
in pleasant company while experiencing atmospherics is furthermore also viewed
great service (Salem-Mhamdia & Ghadhab as critical in impacting customer
2012: 269). Customers also do not eat out satisfaction, mainly because customerV¶
just for the food; together with high quality responses to the environment form part of
food and service, the dining atmosphere their consumption experience (Ha & Jang
plays a critical role in the overall dining 2012: 205). The purpose of this study is,
experience, which can in turn influence therefore, to determine the extent to which
regularity of patronage (Mhlanga 2013: customer perceptions of food quality,
314). service quality and dining atmospherics at
sit-down restaurants predict customer
To ensure satisfied customers, Ryu, Lee satisfaction within a South African context
and Kim (2012: 201) propose that before restaurateurs at sit-down
excellent food and service, together with a restaurants embark on marketing
pleasant atmosphere should be provided strategies to enhance these aspects in
during the dining experience. Ha and Jang order to improve customer satisfaction.
(2012: 204) further opine that food and The following specific objectives are
service quality are essential in determining formulated:
customer satisfaction as well as
FXVWRPHUV¶ IXWXUH EHKDYLRXU WRZDUGV WKH x Uncover the demographic profile of
restaurant. The research of Countryman respondents.
and Jang (2006), Heung and Gu (2012), x Provide insights into the restaurant
Jang and Namkung (2009) and Ryu et al. patronage habits of respondents.
(2012) also emphasise the positive effect x Measure the perceptions of
RI GLQLQJ DWPRVSKHULFV RQ FXVWRPHUV¶ respondents regarding the dining
satisfaction and behavioural intentions. atmospherics, food quality, service
The aim of this study is therefore to quality and customer satisfaction at
measure customerV¶ perceptions regarding their favourite sit-down restaurant.
food and service quality and dining x Determine whether perceptions of food
atmospherics at sit-down restaurants in and service quality and dining
the North-West Province of South Africa, atmospherics predict customer
and determine the extent to which these satisfaction at sit-down restaurants.
constructs predict customer satisfaction.
PROBLEM STATEMENT, PURPOSE BACKGROUND TO THE STUDY

AND OBJECTIVES
The South African restaurant industry
Urban South Africans are exposed to an The South African restaurant industry is
array of sit-down restaurants, but highly competitive and restaurateurs have
competitiveness has become so fierce that to attain and maintain a sustainable
several restaurants have been forced to competitive advantage in order to survive
shut down due to customer loss, and grow (Stats SA 2012: 2; Von
2
Ulmenstein 2011). Welter (2012: 61) notes responses to the environment form part of
that the South African restaurant industry their consumption experience.
is, as expected, highly dependent on
customer demand. To gain a proper understanding of dining
atmospherics, it is important to describe
During an economic downturn, fewer the various dimensions that comprise
customers have the financial means dining atmospherics. Extant literature
and/or willingness to visit restaurants, suggests that several ambience and
leaving restaurateurs to compete for a design factors can be considered as dining
share in a stagnant or shrinking market atmospheric dimensions, namely style,
(Welter 2012: 59). Despite this challenge, layout, colours, lighting, furnishings and
the national food and beverage industry of ambience (Countryman & Jang 2006; Ha
South Africa has shown continuous growth & Jang 2012; Kumar et al. 2010).
during the recessionary period. The total
income generated by this industry Style
increased by 5.2% in October 2013 when Kumar et al. (2010: 6) indicate that style
compared with the same period in 2012, enhances the beauty and theatrical feel of
and restaurants proved to be the largest a restaurant. It also adds personality and
contributor (45%) to the total income of the assists in communicating the brand
industry (Stats SA 2013: 3). The market image. A visually pleasing design and
leaders in the South African sit-down style in a restaurant can therefore
restaurant industry during 2012 were Spur positively influence D FXVWRPHU¶V PRRG
Steak Ranches represented through 254 (Hultén 2011: 277).
outlets, and Ocean Basket represented
through 143 outlets (Euromonitor Layout
International 2013: 2). According to Ha Heung and Gu (2012: 1176) are of the
and Jang (2012: 211), this growth can be opinion that a restaurant with a good
ascribed in part to the changing lifestyles layout helps to avoid overcrowding, which
of customers, who are slowly resuming in turn creates a positive impression
their spending in this industry by indulging among restaurant patrons, and is
in prepared meals, rather than preparing it therefore considered a key atmospheric
themselves. It is furthermore believed that element in enhancing the dining
restaurateurs need to realise that experience (Harris & Goode 2010: 232).
customers ± who sacrifice their time and
money at a restaurant ± expect to receive Colours
benefits from the restaurant in the form of According to Levy and Weitz (2012: 491),
quality food and services in an attractive FRORXU FDQ FRQWULEXWH WR WKH µPRRG¶ RI D
environment. Restaurants should, restaurant. Different colours and/or colour
therefore, offer the best quality food and combinations can portray a different
service to impress, satisfy, attract and message or image to customers (Kumar
retain current and potential customers et al. 2010: 5). Thus, by understanding
(Namkung & Jang 2010: 1249). the target customer and the effect of
various colours on the perceptions and
Dining atmospherics moods of these customers, the
Heung and Gu (2012: 1170) describe UHVWDXUDQW¶V LPDJH FDQ EH determined as
atmospherics as the conscious design of a well as communicated to customers
space in order to encourage specific (Countryman & Jang 2006: 537).
emotional effects in the customer, to
ultimately enhance his/her willingness to Lighting
purchase a product or service. According Lighting influences the mood and
to Ha and Jang (2012: 205), dining atmosphere in a restaurant. Countryman
atmospherics can be considered critical in and Jang (2006: 537) state that
influencing FXVWRPHUV¶OHYHORIVDWLVIDFWLRQ, customers tend to associate soft
predominantly because customer incandescent lighting with a higher quality
restaurant; whereas bright fluorescent
3
lighting is typically associated with a (Ha & Jang 2012: 209; Ryu et al. 2012:
cheaper restaurant. Kumar et al. (2010: 5) 208). From their research, Namkung and
add that lighting can be used to draw Jang (2008: 149) identify food presentation
attention away from less attractive areas, and taste as the most influential food
and also to highlight certain areas of the quality factors, whereas Ha and Jang
restaurant. The authors profess further (2012: 204) identify food variety as the
that lighting can help to create excitement, most important contributor. According to
WR FKDQJH D FXVWRPHU¶V PRRG DQG KHOS Jangga, Sahari and Basir (2012: 2765),
LPSURYHWKHUHVWDXUDQW¶VLPDJH (Kumar et however, restaurants should also consider
al. 2010: 5). additional factors such as pricing,
presentation, taste, portioning, and value
Furnishings for money when addressing food quality
According to Ha and Jang (2012: 205) the issues.
type of furniture of the restaurant needs to
fit in with the mood and image of the The research of Ha and Jang (2012), Ryu
restaurant. The type furniture is also and Han (2010), and Ryu et al. (2012)
influenced by the target market the further indicate that those customers who
restaurant wants to attract, such as perceived the quality of food they received
mature customers who typically place at a restaurant as good, were more
more emphasis on comfortable furniture. inclined on spreading positive word-of-
The furniture can ultimately determine the mouth and repatronising the restaurant.
amount of time a customer spends in the Edwards (2013: 1), however, notes that
restaurant (Countryman & Jang 2006: quality food is not the only contributor
537). towards customerV¶ satisfaction with a
restaurant, and that service quality should
Ambience also be considered.
Ambience refers specifically to the
atmosphere and mood in the restaurant. Service quality
This atmospheric element is difficult to In the restaurant industry in particular,
change, EHFDXVH FXVWRPHUV¶ SHUFHSWLRQV service quality refers to the level of service
about the ambience of a restaurant differ. provided by restaurant employees, which
A positive evaluation of the ambience of a in turn depends upon the interactions
restaurant can lead to positive beliefs and between customers and restaurant
associations with the restaurant employees (Ha & Jang 2010: 521). These
(Countryman & Jang 2006: 536). interpersonal service experiences
ultimately serve as a way for customers to
Perceived quality evaluate the quality of the service offering,
Perceived qXDOLW\ UHIHUV WR WKH FXVWRPHU¶V and to form their overall quality
judgement regarding the overall perceptions of the restaurant (Ryu et al.
performance of a product or service 2012: 201).
(Zeithaml 1988: 3). As customers
generally have predetermined By providing quality service, businesses
expectations when visiting a restaurant, it can ultimately improve satisfaction and
is crucial that restaurateurs pay attention minimise service failures, and successfully
to perceived quality in an attempt to meet attract and retain customers (Tesfom &
these expectations (Namkung & Jang Birch 2011: 378). Therefore, building on
2008: 142). In the restaurant industry in customer-employee interactions should
particular, Choy et al. (2012) and Ha and result in high levels of restaurant service
Jang (2012: 206) distinguish between two quality, which should result in customer
dimensions of perceived quality, namely satisfaction (Ryu et al. 2012: 201).
food quality and service quality.
Customer satisfaction
Food quality Schiffman and Kanuk (2010: 29) define
Quality food can, in brief, be described as FXVWRPHU VDWLVIDFWLRQ DV D FXVWRPHU¶V
food that is well-presented, fresh and tasty perception of the performance of a product
4
or service, in relation to his/her Furthermore, Ha and Jang (2010: 528),
expectations. Bowden and Dagger (2011: Kim et al. (2009: 16) and Ryu and Han
501) mention that customers are satisfied (2010: 324) profess that cXVWRPHUV¶
if the performance of a product or service perceptions of food and service quality
meets their expectations, while they are have a significant positive effect on overall
dissatisfied if expectations are not met. customer satisfaction. Ladhari, Brun and
Customer satisfaction is further Morales (2008: 570) view service quality
consistently identified as a key antecedent as an effective tool to impact the
to loyalty, repurchasing, and long-term satisfaction of restaurant patrons.
relationships, since it positively influences
FXVWRPHUV¶DIIHFWLYHFRPPLWPHQWWUXVWDQG The following hypothesis is therefore
delight (Dagger, Elliot & Bowden-Everson formulated to determine the separate
2013: 52, 67). effects of dining atmospherics versus food
and service quality on customer
As a result, businesses generally aim to satisfaction at sit-down restaurants within
PHHW DQGRU H[FHHG FXVWRPHUV¶ a South African context.
expectations in an attempt to encourage
loyalty and commitment (Martin 2¶Neill, H1: Customer perceptions of food and
Hubbard & Palmer 2008: 224). According service quality significantly predict
to Rust and Huang (2012: 48), poor customer satisfaction at sit-down
service and business practices tend to restaurants within a South African context
result in lost customers. In terms of when dining atmospherics is controlled for.
restaurants, Jangga et al. (2012: 2765)
profess that customers evaluate aspects RESEARCH METHODOLOGY
related to both the food and the service
received, so as to decide whether their A quantitative descriptive research design
predetermined expectations have been was followed to execute the study. The
met. Therefore, to ensure satisfied study population included residents of
customers, restaurateurs should ensure major urban areas of the North-West
that overall performance corresponds with Province of South Africa who have
FXVWRPHUV¶ H[SHFWDWLRQV (Raychaudhur & frequented a sit-down restaurant at least
Farooqi 2013: 35). When obtaining once during the six-month period prior to
customer information, the restaurant can the questionnaire being fielded. Non-
focus on satisfying these specific needs probability convenience sampling was
which will result in customer satisfaction, used to select respondents to take part in
and attaining favourable behavioural the study.
intentions towards the restaurant (Choy et
al. 2012: 11). A self-administered questionnaire was
designed to collect data from respondents.
The relationship between the The questionnaire consists of several
constructs of the study sections and commences with a preamble
Heung and Gu (2012: 1175) and Ryu et al. explaining the purpose of the research,
(2012: 217) found that restaurant rights of the respondents, completion
atmospherics has a significant and direct instructions as well as a screening
effect on customer satisfaction. Kim et al. question.
(2009: 16) and Ryu and Han (2010: 323)
support this notion further by indicating The subsequent sections of the
that dining atmospherics is also a questionnaire include structured questions
significant determinant of customer designed to obtain (1) a demographic
satisfaction. Ha and Jang (2010: 527) profile of respondents, and to gain (2)
profess that atmospherics can also impact insight into the patronage habits of
on the effect of food and service quality on respondents. A seven-point unlabelled
customer satisfaction Likert-type scale was used to measure the
key constructs of the study (i.e. dining
atmospherics, food quality, service quality
5
and customer satisfaction) with 1
UHSUHVHQWLQJ µVWURQJO\ GLVDJUHH¶ and 7 SPPS version 21 was used to capture, edit
µVWURQJO\DJUHH¶,WHPVZHUHHLWKHUDGDSWHG and clean the data. The data analysis
or adopted from scales obtained from the strategy included the calculation of
work of Countryman and Jang (2006), frequencies and percentages for variables
Dagger and Sweeney (2007), Ha and Jang used to describe the demographic profile
(2012), Jang, Liu and Namkung (2011), of respondents, as well as their sit-down
Joseph-Mathews, Bonn and Snepenger restaurant patronage habits. The next
(2009), Namkung and Jang (2008) and stage of the data analysis strategy
Soriano (2002) who in turn also adopted involved the assessment of the internal
and adapted items from scales used in consistency reliability of each scale
previously published work. measuring a particular construct or
Five trained fieldworkers were employed to underlying dimension of a construct. Once
collect the data. The fieldworkers had to validity and reliability of the scales could
approach prospective respondents, read be confirmed, overall mean scores and
the preamble and determine whether the standard deviations were calculated for
prospective respondent qualified to each of the key constructs of the study. In
partake in the study by fielding the order to test the hypothesis formulated for
screening question. Once a prospective the study, a hierarchical multiple
respondent qualified and was willing to regression analysis was performed once
take part in the study, the self- the assumptions underlying this technique
administered questionnaire was handed to were assessed and were adequately met.
the respondent to complete. Upon
completion the questionnaire was returned FINDINGS OF THE RESEARCH
to the fieldworker who ensured the
questionnaire was complete. Afterwards Demographic profile of respondents
the researchers checked the quality of the Table 1 provides insights into the
completed questionnaires. In total, 250 demographic profile of respondents who
questionnaires were suitable for analysis. took part in the study.
Table 1: Demographic profile of respondents

Variable Count Percentage
Age
27 years and younger 94 37.6
28 to 36 years 17 6.8
37 to 48 years 47 18.8
49 to 67 years 63 25.2
68 years and older 29 11.6
Highest level of education
Some high school 8 3.2
Matric / Grade 12 79 31.6
Tech diploma / degree 72 28.8
University degree 54 21.6
Postgraduate degree 37 14.8
Gender
Male 79 31.6
Female 171 68.4
Primary employment status
Full-time employed 129 51.9
Part-time employed 9 3.6
Self-employed 12 4.8
Student 56 22.5
Housewife or househusband 7 2.8
Retired 31 12.4
Unemployed 3 1.2
Other 2 0.8
It can be seen from Table 1 that the (25.2%). The majority of respondents
majority of respondents are 27 years and completed high school (31.6%). They are
younger (37.6%), followed by those who closely followed by those who have
are between 49 to 67 years of age completed a technical diploma or degree
6
(28.8%). Around two thirds of the
respondents are female (68.4%) with Sit-down restaurant patronage habits of
31.6% of respondents being male. Just respondents
over half of respondents are full-time Table 2 provides an exposition of the
employed (51.9%) and nearly a quarter of restaurant patronage habits of
respondents are students (22.4%). respondents.
Table 2: Sit-down restaurant patronage habits of respondents

Variable Count Percentage
Favourite sit-down restaurant (top five)
Spur Steak Ranch 78 31.2
Ocean Basket 25 10.0
0LNH¶V.LWFKHQ 18 7.2
Beef Boys 16 6.4
Wimpy 15 6.0
Regularity of eating at the sit-down restaurant
Every second day 1 0.4
Twice a week 2 0.8
Once a week 16 6.4
Once every two weeks 28 11.2
Once a month 79 31.6
Once every two month 44 17.6
Once every three months 47 18.8
Once every six months 33 13.2
It is evident from Table 2 that Spur Steak context of this particular study. In order to
Ranch is the favourite sit-down restaurant assess whether the scales measuring the
for nearly a third (31.2%) of respondents, constructs of the study do in fact embody
followed by Ocean Basket (10.0%)0LNH¶V these constructs, exploratory factor
Kitchen (7.2%), Beef Boys (6.4%) and analyses with the aid Maximum Likelihood
Wimpy (6.0%). The top five favourite sit- Model were used to extract the factors and
down restaurants were identified by 60.8% Varimax was used to rotate the factor
respondents as being their favourite. The solutions (Matsunaga, 2010:107; Pallant,
balance of respondents (39.2%) opted for 2010:185).
one of 39 other restaurants. Just over half
(50.4%) of respondents eat at a sit-down A single factor was extracted for each of
restaurant once a month or more regularly. the four constructs of the study. The six
Respondents furthermore indicated that dimensions of dining atmospherics
they spend an average of R157.03 per furthermore explain 68.816% of the
meal (with a standard deviation of variance, the seven items measuring
R104.36) indicating a considerable service quality explain 66.145% of the
variation between respondents in the variance, the eight items measuring food
amount spent per meal at their favourite quality explain 57.532% of the variance
sit-down restaurant. and the three items measuring customer
satisfaction explain 83.142% of the
Validity variance. The scales measuring the
As mentioned earlier, all items were either constructs can thus be considered valid.
adopted or adapted from existing scales
measuring the same constructs in Internal consistency reliability
previous studies. These authors found the Table 3 provides insight into the
measurement scales valid to measure reliabilities of the four main constructs of
these constructs. The researchers concern in this study as well as the
furthermore assessed the validity of the underlying dimensions of dining
scales measuring the constructs dining atmospherics. According to Pallant (2010:
atmospherics, service quality, food quality 6) &URQEDFK¶V Dlpha coefficients can be
as well as customer satisfaction within the calculated to determine the internal
7
consistency reliability of a scale measuring higher the internal consistency reliability of
a particular construct. The author a scale while a value of at least 0.70 or
furthermore contends that the closer the higher is appropriate (Pallant, 2010: 6).
&URQEDFK¶Valpha coefficient is to 1.00, the
7DEOH&URQEDFK¶VDOSKDFRHIILFLHQWV
Construct No of &URQEDFK¶V
items alpha
coefficient
Dining atmospherics 24 0.958
Food quality 7 0.899
Service quality 7 0.737
Customer satisfaction 7 0.951
It is evident from Table 3 that the scales could be established, standard

&URQEDFK¶V alpha coefficients for all deviations and overall mean scores were
constructs are above 0.70 and the scales calculated for the main constructs of the
measuring these constructs and study.
underlying dimensions can be considered
reliable. One item was, however, removed Descriptive results for constructs
from the food quality scale in order to Table 4 presents the standard deviations
improve the internal consistency reliability (SD) and overall mean scores for each of
of the scale from 0.646 to an acceptable the main constructs of the study.
0.899. Once validity and reliability of the
Table 4: Descriptive results

Item SD Mean
Dining atmospherics 0.872 5.45
Food quality 0.827 6.04
Service quality 1.186 5.73
Customer satisfaction 1.002 5.98
Given that a seven-point scale was used (Pallant 2010: 150-151). With respect to
to measure respondents¶ level of these assumptions, the following can be
agreement with items contained in the reported:
scales measuring the key constructs of the
study, it is evident that respondents x Based on the number of independent
agreed overall fairly strongly with items variables being considered (three
measuring these constructs. The highest independent variables), a minimum
mean was realised for food quality (mean sample size of 74 is required to
= 6.04), followed by customer satisfaction conduct a multiple regression analysis.
(mean = 5.98), service quality (mean 5.73) With a sample size of 250 realised for
and dining atmospherics (mean = 5.45) this study, this assumption was met
respectively. (Pallant 2010: 150).
x A multiple regression analysis
Hypothesis testing furthermore requires adequate
Assessing the assumptions of a multiple 8correlation between the independent
regression analysis variables without the correlations being
Before a hierarchical multiple regression so strong that multicollinearity occurs.
analysis is performed, several The correlation coefficients between
assumptions regarding the data have to be pairs of independent variables all
met with respect to sample size, range below the maximum of 0.9
collinearity, data distribution, linearity, (0.570 < r < 0.644) (Pallant 2010: 151).
outliers, as well as homoscedasticity
8
x With respect to collinearity diagnostics affect the results (Tabachnik & Fidell
that also assist in diagnosing (2007) cited in Pallant 2010: 158-160).
multicollinearity between variables, a
Tolerance value higher than 0.1 is Based upon the abovementioned
required and the Variance Inflation assessment, the use of a hierarchical
Factor (VIF) should be less than 10 for multiple regression analysis to test the
each independent variable so as to not alternative hypothesis of the study was
violate the multicollinearity assumption. permissible. The independent variable
In this instance, the assumption of dining atmospherics was first entered
multicollinearity is not violated (Model 1) followed by food quality and
(Tolerance values 488 and VIFs service quality (Model 2) in order to
2.049) (Pallant 2010: 158). determine their separate effects.
x The data points on the Normal
probability P-P plot are in a straight Evaluating the model
line and therefore fairly normally It is evident from Table 5 that Model 1
distributed. The data points on the (including dining atmospherics) explains
scatter plot are furthermore in a 38.4% of the variance in customer
rectangular formation, indicative that satisfaction. Once dining atmospherics
the assumption related to has been controlled and food and service
homoscedasticity has been met, while quality variables were entered, Model 2
cases with maximum Mahalanobis explains 63.4% of the variance in
distances exceeding 16.27 were customer satisfaction. Based upon the p-
removed since they can be regarded value for the F change, the inclusion of
as outliers where three independent food quality and service quality in the
variables are considered. Finally, the model (Model 2) leads to a significant (p-
researchers ensured that no case had value < 0.0005) increase of 25.0% in the
D &RRN¶V GLVWDQFH RI PRUH WKDQ DV variance explained in customer
these cases (outliers) could adversely satisfaction.
c
Table 5: Model summary
2 2
Model R R Adjusted R R Square Change F Change Sig. F Change
a
1 0.620 0.384 0.381 0.384 146.407 0.000
b
2 0.796 0.634 0.629 0.250 79.618 0.000
a Predictor: (Constant), Dining atmospherics
b Predictors: (Constant), Dining atmospherics, Food quality, Service quality
c Dependent variable: Customer satisfaction
From Table 6 it is evident that Model 2
(including all three independent variables) is
also furthermore significant (p < 0.0005).
a
Table 6: ANOVA
Model Sum of Squares df Mean Square F-value p-value
b
1 Regression 76.839 1 76.839 146.407 0.000
Residual 123.336 235 0.525
Total 200.175 236
c
2 Regression 126.910 3 42.303 134.534 0.000
Residual 73.265 233 0.314
Total 200.175 236
a Dependent variable: Customer satisfaction
b Predictor: (Constant), Dining atmospherics
c Predictors: (Constant), Dining atmospherics, Food quality, Service quality
Evaluating the independent variables GLQLQJ DWPRVSKHULFV ȕ-value = 0.188),

From Model 2 in Table 7 it is evident that IRRGTXDOLW\ ȕ-value = 0.409) and service
all three independent variables, namely TXDOLW\ ȕ-value = 0.319) are significant
9
predictors of customer satisfaction (p- satisfaction, followed by service quality
values < 0.0005). Food quality proved to and then dining atmospherics.
be the best predictor of customer
a
Table 7: Coefficients
Model Standardised coefficient t p-value
Beta-value
1 Constant 7.601 0.000
Dining atmospherics 0.620 12.100 0.000
2 Constant 0.697 0.486
Dining atmospherics 0.188 3.553 0.000
Food quality 0.409 7.568 0.000
Service quality 0.319 5.619 0.000
a Dependent variable: Customer satisfaction
Based upon the results, the following

findings can be made regarding the Respondents rate food quality, service
hypothesis formulated: quality and dining atmospherics fairly high
with food quality realising the highest
H1 that customer perceptions of food and overall mean score, followed by service
service quality significantly predict quality and dining atmospherics
customer satisfaction at sit-down respectively. Customer satisfaction also
restaurants within a South African context realised a positive overall mean score.
when dining atmospherics is controlled for The positive scores can be expected,
can be accepted. since the rating applied to respondents¶
favourite sit-down restaurant.
DISCUSSION AND IMPLICATIONS
Since the aim of the study was to
The majority of respondents taking part in determine the extent to which food and
the study are young, relatively well service quality as well as dining
educated and full-time employed atmospherics predict customer
representing, what one could consider, an satisfaction, a hierarchical multiple
attractive market for sit-down restaurants regression analysis was conducted to
in South Africa. As is evident from the determine the effects of dining
patronage habits of respondents, Spur atmospherics and food and service quality
Steak Ranches followed by Ocean Basket separately. The results of the hierarchical
are considered the favourite sit-down multiple regression analysis indicate that
restaurants of most respondents. This when only dining atmospherics is
finding is in line with the Euromonitor considered, the regression model explains
International (2013: 2) report on the South just over a third of the variance in
African restaurant industry. Just over half customer satisfaction, indicating that other
of the respondents frequent a sit-down factors are also at play in predicting
restaurant once a month or more, customer satisfaction at sit-down
indicating that sit-down restaurants do restaurants within a South African context.
have customers that frequent them Once dining atmospherics is controlled for
regularly. The balance of those surveyed DQG IRRG DQG VHUYLFH TXDOLW\¶V ability to
patronise sit-down restaurants only once predict customer satisfaction is
every two months or less. This presents considered, Model 2 explains nearly two
an opportunity for sit-down restaurants to thirds of the variance in customer
develop marketing strategies to increase satisfaction, realising a 25% increase in
the frequency with which this group variance explained. When the
patronises sit-down restaurants. The study standardised coefficients were examined,
also uncovered that respondents spend an it became clear that dining atmospherics,
average of R157.03 per meal, but this food quality and service quality are all
varies considerably between respondents.
10
significant predictors of customer of the restaurant) is least important, but
satisfaction, although to varying extents. still a significant predictor of customer
satisfaction. This is also in line with the
Food quality (the taste, freshness, findings of other studies including Harris
innovativeness, temperature, consistency, and Goode (2010), Heung and Gu (2012),
variety and healthy nature of the food) is Jang et al. (2011), and Joseph-Mathews et
the most important predictor of customer al. (2009). Restaurateurs of sit-down
satisfaction. Since perceived food quality restaurants therefore need to consider the
predicts customer satisfaction, it is improvement of the overall dining
important for restaurateurs to focus on atmosphere of a restaurant, to in the end
maintaining and/or improving food quality HQKDQFH FXVWRPHUV¶ VDWLVIDFWLRQ It is,
by focusing on the taste, freshness, however, suggested that restaurateurs
innovativeness, temperature, consistency, determine the perception of patrons
variety and healthy nature of the food they towards the different dining atmospherics
offer. Through customer surveys and focus on improving those elements
restaurateurs are able to determine food found lacking. Dining atmospherics can
quality perceptions of patrons and improve typically be improved by optimising the
on those aspects that lag behind the rest. design and layout of the restaurant,
implementing the most fitting colour
Service quality (the willingness, courtesy, schemes and furniture (based on the type
competency, concern, pleasing of establishment), and creating the desired
appearance and attentiveness of staff) is ambience by means of effective light use,
the second most important predictor of to mention only a few strategies.
customer satisfaction. Since perceived
service quality predicts customer LIMITATIONS AND FUTURE
satisfaction, it is important for RESEARCH
restaurateurs to focus on ensuring that
employees who come into contact with Limited secondary data is available with
patrons (such as waiters) are willing to respect to the South African restaurant
assist patrons, are courteous, concerned industry. This could be ascribed to the fact
about and attentive to patrons, that they that South Africa is a developing country
are competent and pleasing in appearance with often limited and outdated information
at all times. Through customer surveys being available. As a result, it is difficult to
restaurateurs are able to determine gain proper insight into the restaurant
service quality perceptions of patrons and industry and the environment within which
improve on those aspects that lag behind it operates.
the rest.
In terms of the empirical study, the main
The findings with respect to food and limitation is the fact that a sample frame
service quality are in line with the findings could not be obtained. This resulted in a
of other studies including those of Ha and situation where prospective respondents
Jang (2010), Namkung and Jang (2008) were targeted based upon convenience,
and Ryu et al. (2012). From the literature limiting the representativeness of the
review, it is also evident that customers sample. The study was also limited to one
generally have pre-determined province in South Africa, namely the
expectations regarding food and service North-West Province, which impacts the
quality when visiting sit-down restaurants. generalizability of results.
If customers are satisfied after visiting a
restaurant, they will be more likely to Future studies can therefore expand this
revisit the restaurant in future, and research by identifying a more
contribute to the reVWDXUDQW¶V SURILWDELOLW\ representative sample, including all nine
and sustainability. South African provinces in the study. A
larger sample can also be considered.
Dining atmospherics (the style, layout, Furthermore, instead of surveying
colours, lighting, furnishings and ambience respondents about their favourite sit-down
11
restaurants, surveys can be conducted at South Africa have to ensure customer
restaurants to gain insight into satisfaction amongst their patrons. Food
UHVSRQGHQWV¶ GLQLQJ H[SHULHQFHs at quality followed by service quality and
particular restaurants, irrespective of it dining atmospherics respectively, were all
being their favourite restaurant or not. found to significantly influence customer
CONCLUSION satisfaction at sit-down restaurants. The
study provides insight into the aspects
In order to retain their customers in a restaurateurs need to consider in order to
competitive restaurant industry, increase customer satisfaction and to
restaurateurs at sit-down restaurants in ultimately be sustainable and prosper.
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Sit Down Restaurant

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African

Dining atmospherics and food and service quality as

Introduction increasing pressure from fast-food and

PROBLEM STATEMENT, PURPOSE BACKGROUND TO THE STUDY

Table 1: Demographic profile of respondents

Table 2: Sit-down restaurant patronage habits of respondents

It is evident from Table 3 that the scales could be established, standard

Table 4: Descriptive results

Evaluating the independent variables GLQLQJ DWPRVSKHULFV ȕ-value = 0.188),

Based upon the results, the following

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