Multisensory Cues dan Revisit Intention ke Rumah Makan: Efek Mediasi Food Attractiveness dan Service Experience
DOI:
https://doi.org/10.47747/snfmi.v3i1.3108Abstract
This study examines the differences in service experience, perceived food attractiveness, and revisit intention when restaurants use different multisensory cues (visual, auditory, and olfactory) in a restaurant setting. A field experiment manipulating visual, auditory, and olfactory cues was conducted at a restaurant in Surabaya, involving 240 first-time visitors. This study found that (1) when multisensory cues (visual, auditory, and olfactory) were used in the service delivery location, consumers rated the food served as more attractive, the quality of the service experience at the restaurant was also better, but did not result in a stronger intention to revisit, (2) the more multisensory cues used, the better the consumer response generated, and (3) food attractiveness and service experience fully mediated the influence of multisensory cues on revisit intention; with service experience being a more potent mediator than food attractiveness. Because this study used a field experiment, generalizing the research findings should be done with caution. This research helps restaurant managers manage the sensory cues used in their establishments to increase customer return intentions. This is one of the few studies conducted using a field experiment in a restaurant context.
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