The Effect of Quality of Physical Environment, Food and Service on Customer Satisfaction and Behavioral Intentions in Pekanbaru

This study aimed to determine direct and indirect effect of the three elements of food service quality dimensions which consisted of quality of physical environment, food and service both on customer satisfaction and behavioral intentions based on the Kisang’s Model (2012).The data obtained from the distribution of questionnaires to 300 respondents in Pekanbaru, Indonesia. The data were collected bypurposivesampling technique. The data were analyzed by using inferential statistics using path analysis with PLS.The research result showed that directly, thequality of physical environment and food quality had a significant and positive effect on behavioral intentions. However, service quality did not have significant effect onbehavioral intentions. Indirectly,customer satisfaction affected significantly and positively, which means that it mediated between quality of physical environment, food and service of behavioral intentions. Keywords: Physical environment quality, food quality, service quality, customer satisfaction dan behavioral intentions. DOI : 10.7176/EJBM/11-29-02 Publication date :October 31 st 2019

services must function as a vital component of restaurant experience to shape perceptions about the quality of restaurant service in the restaurant industry. Food, service and atmosphere are the most common attributes in restaurant quality.

Physical Environment Quality
Characteristics in the service industry are called service marketing mix, which is divided into 7Ps, namely product, promotion, place, price, process, people, and physical evidence. Each of the seven elements of the marketing mix are interconnected with each other, and have an optimal marketing mix based on the characteristics of the segments (Tjiptono and Chandra, 2011).
Physical evidence of the market industry is a place or environment where services are provided, interactions between service providers and consumers take place, and/ or a place where all commodities or facilities can be clearly received by the five senses of consumer (Zeithmal, 2004). In general, the place where products and services are provided or consumed is the most influencingfactor for customer satisfaction.
Because services are not physically visible, customer satisfaction and evaluation of services generally are received based on more tangible aspect, which is physical evidence. The environmental element is the customer's interaction with intangible and tangible elements in a service environment (for example: lighting, music, internal and external design of the service environment) or the period of time when the customer interacts with physical facilities or with non-physical facilities in the service environment (Bitner, 1990), in which it is also explained that physical evidence can influence consumer behavior. In this study, the physical evidence term refers to the physical environment.
Physical evidence is the physical environment of the company where the service was created and where the service providers and consumers make interaction, added by any tangible elements used to communicate or support the role of the service. In the service business, it is offered by the company in order to support the positioning and image, as well as increasing the scope of products.
The convenience of the location is the most important thing in marketing.When consumers come to service providers, they expect a situation that is easily obtained, used, and supported by the patient staffs. Manyservices companies provide specificity or distinctiveness that distinguishes them from competitors.
In general, the dimensions of the restaurant service environment are divided into three major groups (RambatLupiyoadi, 2013), which are exterior facilities, general interiors, and store layout. The physical environment is defined as all elements in a service area which can be captured by the five senses and can be controlled or shaped by human hands. The physical environment can be sensed through the five senses in the form of sight (light, color, shape, size, sound, smell and touch (temperature, tenderness, smoothness). Sense of tasting (tongue) is not directly used to capture or feel the atmosphere

Food Quality
Food quality is considered as a very important dimension of restaurant quality because it is the most important attribute of restaurant quality and a predictor key of customer loyalty. It has also been shown that food quality has a positive effect on the customer's dining experience and is very important for the success (Ryu, et al., 2012). Food quality is one of the main factors why customers choose to visit a restaurant. Among various attributes of food European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.11, No.29, 2019 4 quality, taste of the food is one of the most important criteria for customers. Choosing a restaurant because of its delicious food gives consumers a positive sense of experience and emotional satisfaction during their dining experience. Moreover, with increasing public attention to healthy lifestyles, food quality is not only the taste of food but also nutrition and food safety issues (Ryu and Han, 2010).
According to Marsum (2005), several things that must be applied in food quality includesflavor, consistency, texture/ form/ shape, nutritional content, visual appeal, aromatic appeal, and temperature.
When the restaurant does the 7 things above, then the restaurant can fulfill the tastes of customers and can make quality food. Consistency of food quality from the restaurant can make customers satisfied and loyal to the restaurant.

Service Quality
In the service business, attitudes and contact personnel are crucial elements which have a significant effect on the quality of services givento the customers. The way the employees give satisfactory serviceto customers plays an important role in creating service excellence. Service excellence can only be created if there are the integration of experience with the company.

Behavioral Intentions
Behavioral intentions of products and services are the result of the process of satisfaction experienced by customers, for products and services from the providers. Customer satisfaction to the products and services can be a high or lowdepends on the level ofcustomer satisfaction. Understanding of consumer behavior will facilitate management in efforts to develop products or services according to the needs and desires of consumers. The consumer desire to behave is often based on the possibility of action to be taken.
According to Schiffman and Kanuk (2010), behavioral intention is the purchasefrequency or the proportion of total purchases from buyers who are loyal to a particular brand. Buyers can be considered as loyal to a product from their behavior to the product. According to Mowen (2012), behavioral intentions are consumers desire to behave in certain ways in order to own, dispose and use any products or services.
Behavioral intentions can be used as a signal to service provider whether the customes want to continue to establish relationships with service provider. Zeithaml (2004) defines behavioral intentions as a willingness to recommend services to others, and a willingness to repurchase. Behavioral intentions can be seen as indicator which become a sign for situation where a customer wants to remain a customer or leave the company which give service.

Hypothesis
a. There is significant effect between quality of physical environment on behavioral intentions.
b. There is a significant effect between food quality on behavioral intentions c. There is a significant effect between service quality on behavioral intentions. d. There is a significant effect between customer satisfaction on behavioral intentions e. There is a significant effect between physical environment quality on behavioral intentions through customer satisfaction f. There is a significant effect between food quality on behavioral intentions through customer satisfaction g. There is a significant effect between service quality on behavioral intentions through customer satisfaction

Research Method
This As The population of the study were individuals who visited and enjoyed food in restaurants. The sample of this study was 300 people. The data used are primary data taken by questionnaire. The data was collected bypurposive sampling technique. Data analysis in this study was done by inferential statistics with 5 (five) variables using Path Analysis with PLS. In addition to testing the direct effect, also an indirect effect testing was also done. The indirect effect was considered significant if the two or more direct effects that formed itwere significant. The result of indirect effect is shown as follows:

Conclusion
Based on the results of the study, it can be concluded as follows: 1. Quality of Physical Environment and Food Quality significantly influence Behavioral Intentions.
2. Service quality directly does not significantly influence Behavioral Intentions.
3. Quality of Physical Environment, Food Quality and Service Quality indirectly give significant influence Behavioral Intention through Customer Satisfaction.

Quality of Physical Environment and Food Quality significantly influence Customer Satisfaction and Behavioral
Intentions. The indicators that create the two variables must be improved, especially those which are considered to be lacked of by consumers. Increased customer satisfaction will increase the desire of consumers to return to the restaurant and even recommend it to others. The management of the restaurant must be able to make consumers feel enjoy being in the restaurant. Regarding the Quality of Physical Environment, the music played and the clothes worn by restaurant employees turns out to be a concern of consumers, and the customers think that the restaurant pays little attention to it. Related to Food Quality, it is very important for restaurant managers to pay attention to the appearance of the food presentation, including the cleanliness of the tools used. Although Service Quality does not have a significant effect on Behavioral Intention, but it affects Customer Satisfaction because service is the key to the marketing. Therefore, restaurant managers must also improve the ability of employees to serve customers quickly,do no errors in delivering orders and be responsive whenever there are complaints for the services provided.