Examining the influence of attitude, subjective norms, and enjoyment on revisit intention: A study of casual dining restaurants

Abstract

This study aims to assess the influence of attitude, subjective norms, and enjoyment on revisit intention at casual dining restaurants. A quantitative approach was employed using covariance-based structural equation modeling analysis with AMOS. A total of 133 valid responses were obtained from the questionnaire from those who had dining experience in the restaurant premises with the concept of casual dining located in Indonesia. Findings showed that the majority of respondents tend to dine out during the weekends at lunchtime with friends and family. Customers indicated that dining out is not only to satisfy their appetite but most importantly to enjoy the experience and to socialize, which ultimately boosts the feeling of happiness. When they feel happy, enjoy, and realize its benefit, they will positively and significantly possess the intention to revisit. Despite attitude, subjective norms, and enjoyment being proven to have a positive and significant impact on revisit intention, with the effect size of 20.2 percent, 25.4 percent, and 53.1 percent consequently, enjoyment was revealed to be the most dominant factor. This study provides theoretical significance by contributing to the hospitality management literature, specifically restaurant business sustainability. It implied that customer revisit intention can be determined not only from restaurant attributes, for instance, food, service, ambiance, and experience that are mostly from the restaurant side but also from the customer side itself. To add, several practical contributions are proposed for the business owner to better enhance the customer revisit intention.