How does the Ambience of Cafe Affect the Revisit Intention Among its Patrons? A S on the Cafes in Ipoh, Perak

Department of Marketing, Faculty of Business and Finance, University Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia

^* Corresponding author: sharmeelas@utar.edu.my

Abstract

Food service industry is growing rapidly as a result of the changing consumer lifestyle. The food service industry is highly competitive due to the increasing number of new entrants offering inventive food products and services. In order to be outstanding in such competitive industry, retailers nowadays opt to emphasize on their store environment. Past studies discovered that store environment stimulates emotions that significantly boost customer revisit intention. As a result, retailers attempt to differentiate their store by combining various environmental stimuli to create an attractive ambience that will in turn draw in the customers. Hence, this study attempts to investigate the impact of various café ambience factors on the patrons’ revisit intention. The patrons of cafes in Ipoh, Perak were selected using purposive sampling technique to be the respondents of this study. 250 questionnaires were collected and Partial Least Square technique was used to analyse the data collected. Findings show that all the five factors of café ambience namely lighting, music, decoration, cleanliness and layouts were significantly influencing the patrons’ revisit intention. Of these five factors, lighting was most influential while music was the least influential in affecting the patrons’ revisit intention. Accordingly, this study lists several recommendations for practitioners and academics with regards to the store environment and its impact on the repurchase intention.