Factors influencing behavioral intentions of restaurants patrons : an empirical study on mid-scale restaurants in Lebanon

Abstract

This thesis examines how quality perception of service, food, physical environment, location and compensation influences Lebanese patrons' behavioral intentions in terms of recommendation, WOM and visit in mid-scale restaurants; it also identifies the most valued factors by the restaurant patrons in the above cues, in addition to examining the correlation between service, food and physical environment in terms of behavioral intention as well. ANOVA, regression and t-test showed that high quality is always valued; reliability is the most valued under service, food temperature is the most valued under food and cleanliness of the waiters is the most valued under physical environment. Moreover, the thesis studied what factors in each of the above cues, affected most the behavioral intentions.