From Refueling the Tank to Refilling the Stomach: The Predictors of Gas Station Foodservice Outlets towards Customer Perspectives

Raja Puteri Saadiah Raja Abdullah and Hashim Fadzil Ariffin
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Raja Puteri Saadiah Raja Abdullah: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Selangor, Kampus Puncak Alam, 42300 Bandar Puncak Alam, Selangor, Malaysia
Hashim Fadzil Ariffin: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Kampus Permatang Pauh, 13500 Permatang Pauh, Pulau Pinang, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 14, 18-27

Abstract: This study examines the impact of the physical environment on customer satisfaction and behavioral intentions in quick-service restaurants (QSRs) and gas stations. The purpose is to investigate how atmospherics such as layout, lighting, and decor influence customer perceptions and behaviors across these service environments. A quantitative approach was employed, utilizing a structured questionnaire administered to 400 respondents. They are customers of gas station food service outlets in Klang Valley. Findings reveal a significant positive correlation between favorable food quality, service quality, service convenience, and atmosphere towards customer perspective, and intention to revisit QSRs in the gas stations. The implications suggest that managers in these sectors should prioritize enhancing their physical surroundings to improve customer experience and loyalty. This study contributes to the literature by offering empirical insights into the role of ambiance beyond traditional service factors in influencing consumer behavior across diverse service contexts.

Date: 2024
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