How does the café ambience influence consumer behavioural intention

This study intention was to analyze the relationship between the elements of café ambience and customer behavioural intention from the customer’s viewpoint among café at Penang. The main aim was to investigate whether these elements prolog customers stay in the café and increase business sales. The research concept was about the relationship of café design, café layout, café music background and café cleanliness towards customer intention to come and visit the café in the future. The data from 268 respondents at Penang were collected and analyzed. The Statistical Pakacge for Social Science (SPSS) was used to analyze all data in this research. Specific to the findings, the first section of Chapter 4 presents the basic information from the analysis of each variables rough descriptive statistics. The second section presents results of the normality analysis. Then followed by reliability analysis for all the items are used to measure the constructs to indicate the instrument’s stability and consistency. Moreover, Pearson correlation analysis was used to test the hypotheses as stated in Chapter 2, and the multiple regression analysis for estimating the relationship of the two or more variables. The findings from the study indicated that café ambience had significant relationship with customer behavioral intention. The café ambience factors influence not only customer emotion, but also a customer perception towards the services and commodities. With these results, the researchers found that the customer intention to stay longer at café and purchase more was due to café environment.