Studying the Effect of Food Quality Dimensions (Physical Environment, Food and Services) on Mental Image of the Restaurant and Customers' Satisfaction and Intentions based on Kisang's Model

The present paper explores the effect of food quality dimensions (physical environment, food, and services) on mental image of the restaurant and customers' satisfaction and intentions based on Kisang's model (2012). In order to test the hypotheses, Kisang's questionnaire was used whose validity was measured via face validity and reliability was evaluated by means of Cronbach's alpha coefficient. The statistical sample included 208 customers of restaurants in Isfahan province who were selected via simple sampling. The hypotheses were tested by means of structural equations modeling at confidence level 0.95%. One primary hypothesis and ten secondary hypotheses were proposed through which the effect of qualitative dimensions on mental image, perceived value, and finally customers' satisfaction and intentions was evaluated. The findings disclosed that quality dimensions (physical environment quality, food quality, and service quality) have a positive and significant effect on customer's mental image with regard to the restaurant and customer perceived value. Also, customer's mental image has a reverse effect on customer satisfaction. Other results revealed that the effect of customer's mental image on perceived value is positive and significant. Moreover, given to the findings, perceived value has a direct effect on customer satisfaction which has a positive and significant effect on customer's after-purchase behavior.