A restaurant's interior and exterior design can have an enormous influence on customer’s perception of value and satisfaction, which in return can influence their revisit intentions. The purpose of this research is to unfold the key elements by which a Quick-Service restaurant image (QSRI) influences perceived value, customer satisfaction and revisit intentions. Previous research has looked into all the different components of image (eg. Store location, food quality, menu variety, professional appearance of staff, price and cleanliness) that make up a successful restaurant. But one question that has been left unanswered concerns on how people judge the exterior and interior design of a restaurant and decide to take action to go visit the place. Thus, our purpose aims to fill this gap and solely focus ourselves on the elements of architectural design, color, lighting and layout of a QSRI and determine what is needed to succeed in this area. We will use field experiment and survey of restaurants in Taiwan to empirically validate the proposed hypothesis. We argue that an effective image management brings in a competent marketing strategy; therefore we expect that our findings will help restaurateurs determine what is need to succeed in terms of design. The Quick-Service Restaurant Industry has been dominated by titans that have successfully been able incorporate the elements of design, food and service. Our research seeks to reinforce the area of design and inspires upcoming businesses to give them a clearer path on how to succeed in establishing a QSR.
Roy Lee, National Cheng Kung University, Taiwan
Stream: Media Studies
This paper is part of the MediAsia2013 Conference Proceedings (View)
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