Lu Tea House Essay

1030 Words5 Pages

1. Title

The impacts of atmospherics on behavioral intentions through quality perception: The case of Luk Yu Tea House

2. Study Rationale

People purpose of dining out is not just satisfy hunger, but also celebrate and relax from ordinary life through memorial dining experience. Visa card Hong Kong has done a survey about Hong Kong dining habit on 2016, it results show that 88% interviewees concern food quality and 53% concern on the price and following with the restaurant environment as the 3rd place with 40%. The living standard has rapidly increased nowadays, it directly lead customer to a raise of concern on the dining environment, besides food and service quality while picking the choice for meals. In restaurant perspective, to maintain …show more content…

It first opened in 1933 and is still going strong today. Though its spending is more expensive than other options in town, it provides a traditional push cart dining experience that 's hard to come by these days. The art deco design ambience with wooden furniture and stained glass windows attract customer to visit, it is recommending as the top 10 Hong Kong Dim Sum restaurant from an online website - skyscanner at Singapore, stating that the dining environment may potentially affect customer’s perception.

It supports that atmospherics of restaurant can be a powerful tool to enhance purchase intention.

4.1 Atmospherics

“Atmospherics is defined as the conscious designing of space to generate specific emotional effects in consumers that enhance purchase probability” (Kotler, 1973 ; Heung and Gu, 2012).

Baker and Cameron (1996) have classified three fundamental factors that affect the tangible portion of service quality dimensions: Ambient, design and social factors. Ambience includes background, variables such as temperature, noise, music, aroma, and lighting. Layout, furniture, wall composition can be grouped as design factors and types of customers, employee’s appearance and crowding can be grouped as social factors. Ryu and Jang, 2008 develop the DINESCAPE scale, to describe characteristics of physical environment and examine the effects of dining environments on consumer …show more content…

the effect of music affecting spending intention in a restaurant (North and Hargreavese, 1998).

To support the study, the hypothesis is:
H3: Perception of atmospherics positively influences behavioral intention

4.6 The relationship of quality perception on behavioral intentions
“Customer who perceived the quality of food received at a restaurant as good, were more inclined on spreading positive word-of-mouth and re- patronizing the restaurant.” (Ryu and Han, 2010) Another finding is obtaining good service quality, can be a successful tool to attract and retain customer successfully (Tesfom & Birch, 2011) and lead to customer satisfaction (Ryu et al, 2012)

Though this supporting study, the hypothesis are:
H4: Service quality positively influences behavioral intentions.
H5: Food quality positively influences behavioral intentions

4.7 The relationship of atmospherics on quality perception and behavioral

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