Effects of Attributes of Food Courts and Emotions on Customer Revisit Intention

The purpose of this study was to identify the change attributes of food courts inside department stores or shopping centers, which are becoming more sophisticated and gentrified. A survey was conducted regarding customer satisfaction level of food services, which influences customers` revisit behavioral intentions, to provide future development direction. Using an exploratory factor analysis, 55 questions on food and beverage service, atmosphere, comfort, sanitation, and food quality were produced. This study tested how these choice factors affect customers` positive or negative impressions of their dining experiences through multiple regression analysis. Results indicate that `food service` was the most important factor contributing to customers` positive impressions along with higher revisit behavioral intentions. On the contrary, respondents who received poor `food service` had higher negative impressions with low revisit intentions. The results and findings of this study will positively influence marketing and customer relationship management and thus help design of successful strategies for food court development.