The effect of restaurant atmosphere in satisfaction, hedonic well-being and behavioral intention

Nowadays, consumers' expectations from food and beverage businesses and their desires for a good experience come to the forefront. Being able to meet these expectations and desires is quite important in terms of winning over the consumer. While atmosphere offers customers an experience, it is also a helpful element in ensuring that customers leave the business happily and satisfied. Restaurant atmosphere, which consists of many factors, is a concept that should not be ignored in order to stand out among competitive businesses. Supporting the service offered to the consumer with physical environmental elements has a major share in affecting the consumer's thoughts about the business. Based on this, it has been determined that restaurant atmosphere is related to customer satisfaction, behavioral intention and hedonic well-being and the subject of this research has been determined. This study was carried out in order to determine whether restaurant atmosphere has an effect on satisfaction, hedonic well-being and behavioral intention. A literature review was conducted within the scope of the research and then data was collected by using the survey technique, which is one of the quantitative research methods. The survey form consists of demographic questions; and questions about experiencing restaurants in the Cappadocia region and the frequency of the experience. The scales used in the research are; The DINESCAPE scale consisting of 6 dimensions and 21 expressions is a satisfaction scale consisting of one dimension and 3 expressions, a behavioral intention scale consisting of one dimension and 6 expressions, and a hedonic well-being scale consisting of one dimension and 5 expressions. The data were obtained from customers of restaurant businesses operating in the Cappadocia region. During the study, surveys were collected between August and November 2023 using the convenience sampling technique, which is one of the non-random sampling methods. A total of 410 people participated in the survey, and 11 forms were found to be missing or incorrect, and 399 were evaluated. SPSS and AMOS programs were used in the analysis of the data. According to the findings obtained as a result of the analyzes, it was concluded that the restaurant atmosphere had an effect on satisfaction, hedonic well-being, and behavioral intention, and that satisfaction had an effect on behavioral intention.