The effects of restaurant atmosphere and service quality on behavioral intention

Atmosphere refers to the design of the purchasing environment that aims to create certain emotional states that increase the purchase intention in the consumer. The atmosphere of any place can become important at the point of preference.In order for a business to stand out among the alternatives, it can increase customer satisfaction by using the 'atmosphere' factor and gain superiority over its competitors in the competitive environment. Behavioral intention formation, which is the output of consumers' purchasing process, is affected by many factors.Examining the effect of restaurant atmosphere and service quality on post-purchase behavioral intention is one of the strategically important factors for businesses.The aim of this research is to reveal the effect of restaurant atmosphere and service quality on behavioral intention after purchasing service. As a data collection tool in the research, the questionnaire form created as a result of the literature review was used. The research population consists of the customers of the Restaurants with Tourism Operation Certificate operating in the province of Ankara. In line with the purpose of the research, a research was carried out in Ankara between July and December 2021. 600 questionnaires were applied, after removing the missing and incorrectly filled questionnaires, 564 usable questionnaires were analyzed. The data collected within the scope of the research were analyzed using statistical package programs. Descriptive statistics, t-test, ANOVA, CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Model) analyzes were used to evaluate the data and hypotheses. The reliability analysis of the scales was examined with the Cronbach's Alpha coefficient, and the structural validity was examined with the CFA. According to the findings obtained as a result of the analyzes, no significant difference was found in the perception of restaurant atmosphere and service quality according to gender, age and marital status variables. A significant difference was found in the perception of restaurant atmosphere and service quality according to the variables of education level, monthly income level and frequency of eating out. It has been determined that restaurant atmosphere and service quality have a significant and positive effect on behavioral intention.