Restaurantscapes and its Impact on Customer Patronage: An Empirical Perspectives

There is a considerable signal from empirical studies that many factors influence customer's patronage. The primary purpose of this research is to review the impact of restaurantscapes (space/function, hygiene, and social interaction) on customer patronage and customer emotional response to restaurantscapes in the kingdom of Saudi Arabia. Customer familiarity is a moderation variable the has been explored in this study. The framework of the present study was developed based on a systematic review of past literature, which has not been tested yet. Three hundred and nine (319) usable responses were obtained. Data were analyzed using Statistical Package for Social Science (SPSS) and Partial Least Square-Structural Equation Modeling (PLS-SEM). Based on the importance of the study's variables, the present paper stated a positive result in the relationship between restaurantscapes on customer emotional response and customer patronage and a positive relationship between customer emotional response and customer patronage. However, the study does not support the moderation role of customer familiarity. Thus, restaurantscapes will improve the Saudi restaurant's performance by increasing customer patronage. The paper emphasizes the critical value of restaurantscapes for restaurants owner/managers. Stimulus Organism and Response (S-O-R) theory was used to underlie the conceptual framework. In addition, some implications of this conceptual model for theory and practice are discussed.