Page 527 - MARSIUM'21 COMP OF PAPER

2.3.1.3 Physical Environment and Customer Satisfaction

The significance of physical surroundings in establishing an image and influencing customer behaviours is especially relevant in
the restaurant sector (Ryu & Jang, 2007). While the food and service must be of acceptable quality, the physical environment (e.g., layout
and employee appearance) can significantly influence satisfaction levels and actual outcomes throughout the restaurant industry. Because
services are primarily intangible and often need the customers to be involved in the process, the physical environment can significantly
influence perceptions of the restaurant industry's overall quality and customer satisfaction (Ryu & Jang, 2007). It proposed a substantial
impact on consumer satisfaction in the physical environment (Bitner, 1990). In addition, a previous study studied the effect of the physical
environment on the overall conception of a quality image of service (Bitner, 1992). She defined the word “servicescape” as a combined
influence of all physical aspects that can be modified to improve the behaviour of customers and employees. The term "servicescape"
refers to the "constructed environment," or more precisely, the "man-made, physical surrounds in contrast to the natural and social
environment" (Bitner, 1992, p. 58).

Research reveals a direct correlation between the physical environment and results such as customer satisfaction, according to
(Chebat & Michon, 2003). Furthermore, a previous study claimed that a customer's perception of the physical environment was a direct
predictor of contentment, implying that customer satisfaction was positively and directly connected with components of positive
approach behaviours (Chang, 2000). As a result, restaurateurs may have an additional tool for managing customer satisfaction and good
approach behaviour. Therefore, the following hypothesis are presented:

H 3: Physical environment has a significant positive influence customer satisfaction.

2.3.1.4 Customer Perceived Value and Customer Satisfaction

Existing findings indicate that customer perceived value is a reliable predictor of customer satisfaction and consumer purchasing
behaviour (Ryu et al., 2008). According to Chiou (2004), the customer's perceived value was a significant predictor of customer
satisfaction with internet service providers. Customer perceived value was positively connected with customer satisfaction throughout
the service industries, according to (Andreassen & Lindestad, 1998). Additionally, the previous study established a positive and direct
association between consumers' perceived value and customer satisfaction (Aupperle et al., 2016). According to (Mcdougall & Levesque,
2000), perceived service quality and customer perceived value were the two most important predictors of customer satisfaction across
four service industries: restaurant, vehicle service, hairdressing, and dentist services. Therefore, the researcher hypothesizes:

H 4: Customer perceived value has a significant positive influence customer satisfaction.

2.4 RESEARCH FRAMEWORK MODEL

Figure 1 shows the research framework of this research. The function is to test the relationships between independent variable
and dependent variable. This framework show about the factors of customer satisfaction:

Food Quality

H

Service Quality H2

H3 Customer Satisfaction

Physical Environment
H4

Customer Perceived
Value

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