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POSITIVE WORDS OF MOUTH AND BETTER PERCEIVED QUALITY: ROLE OF ENVIRONMENTAL ERGONOMIC ASPECTS

The role of Ergonomic aspects of the brand on positive word of mouth and perceived quality of Indonesian Restaurants were investigated in the present study with the integration of customer’s convenience as a mediator. For the achievement of this purpose, primary data from 297 respondents have been drawn with the purposive sampling. Moreover, the hypothesized statistical relationships between the variables are analyzed with Confirmatory factors analysis and Structural equation modeling approach through descriptive analysis, KMO and Bartlett’s test, rotated component matrix, convergent and discriminant validity. The direct effects indicated that environmental ergonomic significantly predicts the perceived quality of the restaurant, while, Visual display and Anthropometric are the insignificant predictors of perceived quality. On the other hand, in terms of direct effects on positive word of mouth of restaurants, visual display, anthropometric and environmental ergonomic are found as significant predictors. Likewise, with regards to indirect effects, it is evidenced that customer’s convenience acts as a significant mediator in the relationship between Visual display, Anthropometric, environmental ergonomics, and perceived quality. Also the similar significant mediating role of customer’s convenience was found for the positive word of mouth. In addition, practical, theoretical and policy-making implications for fostering positive word of mouth and positive perceived quality perceptions are discussed along with the recommendations and implications for future researches in view of the study limitations.