Role of Service Environment for Restaurants: The Youth Customers’ Perspective

Restaurants are important in generating income for many Asian countries. Therefore, determinants for restaurant service quality need to be identified, especially for the important segments (i.e., youths). This paper examines the importance of service environment (servicescape and human service), food quality and price from the youth's perspective. The types of restaurant investigated were the fine dining, fast food, and food court restaurants. A total of 407 usable questionnaires were analysed. The key determinants on satisfaction and loyalty were human service and price. The impact of servicescape on customer satisfaction and loyalty was relatively smaller, except for fast food restaurants.