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The Importance of Physical Environment for Guest at Restaurants in Bali
I Gusti Ayu Dewi Hendriyani
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DOI:10.17265/2328-2169/2018.06.004
Sekolah Tinggi Pariwisata Nusa Dua Bali, Indonesia
The physical environment of a restaurant today is prioritized as one of the attractions of a restaurant for its customers. Customer satisfaction is the goal of all businesses including restaurants. Customer satisfaction is a dynamic condition associated with fulfilling customer expectations of the service experience that has been provided. In the field of tourism especially providers of products and services such as restaurants, satisfied customers can cause customers to come back to the restaurant. The purpose of this study is to determine the factors and variables that can satisfy customers at restaurants in Bali. The study sites are located on 10 locations at 22 new restaurants in Bali. The method of this research is quantitative method with confirmatory factor analysis with 105 respondents. The observed factors consist of six factors that are: (1) facility aesthetics factor; (2) ambience factor; (3) lighting factor; (4) layout factor; (5) table setting factors; and (6) service staff factor. The results of this research show that the role of the physical environment in customer satisfaction at restaurants in Bali as a whole is in good condition. The most determining factor of customer satisfaction is the atmosphere factor followed by the facility aesthetics factor. The variable that most determines customer satisfaction is comfortable room temperature followed by clean furniture. Strategic implementation for the restaurant based on the results of this study is that the manager can improve factors and variables that have been good and improve factors and variables that have not been good.
physical environment, guest satisfaction, restaurant
Journal of Tourism and Hospitality Management, May-June 2018, Vol. 6, No. 3, 130-141 doi: 10.17265/2328-2169/2018.06.004
presented at The 2nd International Conference on Business, Economics, Management and Behavioral Sciences, Bali,
Indonesia.
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