The Effect of Restaurant Atmospherics on Repurchase Intention via Customer Experience and Customer Satisfaction
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Abstract
Intensifying competition in the fast-food industry compels companies to focus not only on product quality but also on creating a restaurant atmosphere that delivers a positive customer experience and satisfaction. This study aims to analyze the impact of restaurant atmospherics on customer experience, customer satisfaction, and repurchase intention, as well as to examine the mediating roles of customer experience and satisfaction. A quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) was employed. The sample consisted of 100 Richeese Factory customers in Jakarta aged 18–55 and having visited at least twice in the last two months selected via purposive sampling. The results indicate that restaurant atmosphere is associated with customer experience, customer satisfaction, and repurchase intention; furthermore, customer experience and satisfaction are linked to repurchase intention. Key findings reveal that the direct impact of restaurant atmosphere on customer satisfaction is the most dominant, while customer experience serves as the strongest mediator in the relationship between restaurant atmosphere and repurchase intention. This suggests that a comfortable, clean, and appealing restaurant atmosphere enhances customer experience and satisfaction, ultimately driving the intention to revisit. The study recommends that Richeese Factory maintain the quality of its restaurant atmosphere, improve service consistency, and sustain customer satisfaction to strengthen loyalty. Future research is advised to expand the geographical scope, examine different restaurant brands, and incorporate additional variables that may influence repurchase intention to achieve more comprehensive results.
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