The purpose of this research was to investigate empirically the influence of restaurant atmospherics on the dining satisfaction and behavioral intentions of restaurant patrons. An extensive literature review first identified five dimensions of restaurant atmospherics, namely: facility aesthetics, ambience, spatial layout, employee factors, and the view from the window. Data were collected from 10 middle and upscale full-service restaurants in Hong Kong, and factor analysis and multiple regression analysis were then performed to unveil the relationship between restaurant atmospherics and dining satisfaction and behavioral intentions. The results reveal restaurant atmospherics to have a significant influence on patrons’ dining satisfaction and their behavioral intentions, particularly their intentions to return and spread positive word-of-mouth and their willingness to pay more. Dining satisfaction itself was also found to have a significant influence on behavioral intentions, particularly the intentions to return and to recommend the restaurant. The paper concludes with the practical implications of the research.
