Literature Review of Three-Dimensional Customer
Perceived Quality Factors Analysis in Increasing
Customer Satisfaction and Behavioral Intentions
Adi Markus Riyanto
Department of Industrial Engineering
Telkom University
Bandung, Indonesia
+62817228900
adimarkus@gmail.com
ABSTRACT
The increasing number of brand names and outlets of Fast Casual
Restaurant now requires companies in the fast-casual restaurant
sector to implement the right strategy to remain existing and
dominate the existing market. One of them is by knowing three-
dimensional Customer Perceived Quality factors from its restaurant
brand in its main effort to give maximum customer satisfaction so
that new and old customers still want to come and buy again at
restaurant. Three-dimensional Customer Perceived Quality factors,
such as Quality of Physical Environment, Food Quality and Service
Quality are inseparable entities, complementary to one another. The
result of this Systematic Literature Review is to map out possible
possibilities for further research on three-dimensional Customer
Perceived Value Factors for Customer Satisfaction & Behavioral
Intentions especially in Fast Casual Restaurant.
Keywords
Perceived Quality Factor; Perceived Quality Factor Restaurant;
Customer Satisfaction; Behavioral Intentions; Consumer
Behaviour; Systematic Literature Review.
1. INTRODUCTION
Along with the high activity of the world community, changing the
lifestyle of most people to choose everything more practical. It is
very visible in the food field where there is an increase in the sale
of food in various types of restaurants, both the lowest restaurant
type, that is, fast food, or restaurant with the highest type, that is,
fine dining. Eating food in restaurants is considered more practical
than having to cook yourself at home, moreover, the types of food
provided in the restaurant is quite varied.
The high growth of consumer interest in eating in restaurants, the
number of restaurants also increased. In general, there are four
types of restaurant, namely, fast food restaurant, fast casual
restaurant, casual dining restaurant, and fine dining restaurant. Fast
casual restaurant is the type of restaurant that most targeted the
consumer segment, because the price of food is still relatively
affordable, yet, provides a comfortable atmosphere for hangouts.
The number of restaurant growth with fast casual dining type can
be seen in Figure I. From this fact, we know that the level of
competition between restaurants to get customers is also increasing.
A restaurant should be able to maintain market share so that the
restaurant can survive to compete. One of the keys for a restaurant
to survive is the high level of customer satisfaction with some
quality dimension so that the customer will decide to visit the
restaurant in the next day.
Agus Achmad Suhendra
Department of Industrial Engineering
Telkom University
Bandung, Indonesia
+628122377093
agus@telkomuniveristy.ac.id
Figure 1. Fast Casual Restaurant Growth
The purpose of this review literature is to map prior research on
three-dimensional Customer Perceived Value Factors to Customer
Satisfaction & Behavioral Intentions and any criteria in detail about
the three-dimensional Customer Perceived Value Factors will be
studied more deeply in this literature review.
The author uses the Systematic Literature Review to review some
of the selected literature that can be used for subsequent research.
The result of this Systematic Literature Review is to map out
possible possibilities for further research on three-dimensional
Customer Perceived Value Factors for Customer Satisfaction &
Behavioral Intentions especially in Fast Casual Restaurant.
2. METHODOLOGY
2.1 Systematic Literature Review
Systematic literature review has many differences between
traditional literature review while reviewing previous research. The
aim of systematic literature review is tightly specified with the
research topics and objectives with a specific review questions,
while the aim of traditional literature review is to gain broad
understanding and give descriptions about the research topics. The
scope of systematic literature review is narrow focus, deeply
discussing the research topic. Traditional literature review has
quality assessment based on reviewer’s opinion while systematic
literature review must assess the methodology which used in the
previous research.
The steps to write systematic literature review (Figure 2). These
steps are:
 Mapping the field through a scoping review. This is the
first step while doing systematic literature review. This step,
authors must have developed the research which will be
studied. Usually, authors compile research question for
 mapping research criteria more specific about the research
which will be studied. Appropriate keywords are also
compiled at this stage.
 Do comprehensive search. This steps authors define
electronic publisher databased which used to search the
literary journal.
 Quality assessment. After authors found the related journal,
authors must read the journal to identify the conformity the
research. The output of this stage is the authors can determine
whether the journals that have been downloaded in
accordance or not with the research topic to be done.
 Data extraction. At this stage, the authors extract journal by
identifying information about the attributes that are contained
in the journals such as, variable, methods, suggestion for
future search, etc.
 Synthesis. After the attribute of the journal have been
mapped in data extraction, the next step is doing synthesis.
This stage has a propose to know what has been known by
the author and which is not yet known by the author.
 Write up. The final step is write down the systematic
literature review.
Figure 2. Steps to do Systematic Literature Review
2.2 Research Questions
Research question holds a very important role in making the process
of making systematic literature review (Step 1). Designing a
research question should be done with precision as it will give a
decision whether the paper we read is related to the topic we will
study. Important components while drafting the research question:
1. Give a clear specification of the intervention, factors or
processes in question.
2. Give a clear specification of the population or subgroups in
question.
3. Give a clear specification of the outcomes that are of interest
to the user.
4. Give a clear specification of the contexts in which the
questions are set.
Research questions which have been developed by us are:
1. Which variables are most used?
2. Which type of restaurant is the most frequently studied?
3. What methods are often used to analyze?
4. Type of research topic in conducting customer ratings?
5. What are the opportunities for further research on this?
2.3 Literature Review Source
The literature sources that we use in this research are from several
trusted and recognized quality publishers such as:
 Emerald Insight (http://emeraldinsight.com)
 IEEE Explore (http:// ieeexplore.ieee.org)
 Taylor & Francis Online (http://tandfonline.com)
 Digital Scholarship (http://digital-scholarship.org)
 Sage Publications (https://us.sagepub.com)
From several sources of literature, we obtained several references.
We will sort these references by using acceptance and rejected
criteria which we will explain in subsequent chapters.
2.4 Study Selection (Quality Assessment)
Study selection serves to sort the references we have obtained from
some online publishing. We obtained references over a thousand
articles, and after sorting we got 10 references that fit our research.
We use two criteria for the literature we select and use to provide
clear limits, as shown in Table 1.
Table 1. Selection Criteria
Acceptance
a) References that address customer
Criteria satisfaction factors related to restaurants.
b) Minimal discuss Customer Satisfaction
with one of three-dimensional Customer
Perceived Quality factors.
Rejected a) References that discuss customer
Criteria satisfaction of hotels and tourist
attractions.
b) References that do not use English.
Figure 3 describes the sequence made by the author in selecting
journals from online publishers based on selection criteria.
Figure 3. Steps to Filter the References
3. RESULT
3.1 The Most Used Variables
There are 3 categories in Customer Perceived Quality:
1) Quality of Physical Environment
One of the factors customers would like to come to a restaurant to
find an unforgettable experience outdoors and this can play an
important role in creating such an unforgettable experience for the
customer [1]. Example: Interior Design & Décor, Background
Music, Cleanliness and so on (see Figure 4).
From the mapping results done, the variables that are often noticed
in the Quality of Physical Environment are Cleanliness [2], Interior
Design [3].
 Figure 4. Quality of Physical Environment
2) Food Quality
Food Quality is an important thing to be considered by the restaurant
because food is the main product offered by the restaurant to their
customers so that the restaurant should keep consumers'
expectations about the quality of the products offered by the
restaurant to the Consumer [5]. Example: Taste, Healthy, Variety
and so on (see Figure 5).
From the mapping results, variables that are often considered in
Food Quality are Healthy, Freshness, Delicious / Taste, Variety and
Visual (Presentation) [6].
Figure 5. Food Quality
3) Service Quality
Service Quality is a service quality assessment to what extent the
services provided meet the needs or expectations of the customers.
The results of this assessment serve as a comparison between
consumer expectations with the reality of the services provided. If
expectations are greater than those obtained, then consumers will
feel disappointed [5], [4], [7]. Example: Food Exactly, Quick
Service, Helpful and so on (see Figure 6).
From the mapping results done, the variables that are often
considered in Service Quality are Helpful, Quick Service and Food
Exactly.
Figure 6. Service Quality
3.2 Type of Restaurant most frequently
reviewed
In general, the type of restaurant is divided into 5 types [8]:
1) Fast Food Restaurant
Restaurants with fast, practical service, and competitive prices.
2) Fast Casual-Dining Restaurant
Like Fast Food Restaurant, but more varied types of food,
quality and atmosphere more comfortable.
3) Family Style Restaurant
This type of restaurant has a menu and prices are standard,
usually guests who come to sit together on a table with some
number of seats. Operated and maintained directly by the owner
or other family members or with only a few employees.
4) Casual Dining
The restaurant provides standard-priced menus, casual
atmosphere and table service.
5) Fine Dining
The restaurant with full service, has a menu of food, decoration,
specific services and tend to be formal.
From the mapping results done, Type Restaurant is the most
frequently studied is Fine Dining Restaurant (see Figure 7).
Figure 7. Type of Restaurant
3.3 The Methods Are Often Used to Analyze
SEM (Structural Equation Modeling) is a second-generation
multivariate analysis technique that allows researchers to examine
the relationship between complex variables both recursive and no
recursive to obtain a comprehensive picture of the overall model.
Logistic Regression is multivariate analysis which is useful to
predict dependent variable based on independent variable.
Regression Analysis is a simple method for investigating functional
relationships among variables. From the results of the mapping is
done, frequently used method is the SEM Method (see Figure 8).
Figure 8. Method to Analyze

3.4 Types of Research Topics Are Often
Reviewed
Of the several studies studied are not all discuss about Customer
Satisfaction with the same dimensions of Customer Perceived
Quality but may vary depending on the purpose of the researcher.
And over time this research did not just stop at Customer
Satisfaction but already touched to Behavior Intentions [9].
According to Kotler and Keller, customer / consumer satisfaction is
the feeling of pleasure or disappointment of someone who emerges
after comparing the performance (result) of the product to the
expected performance. A customer, if satisfied with the value
provided by the product or service, is very likely to be a customer
for a long time. According to Kotler, customer / customer
satisfaction is the feeling of pleasure or disappointment of someone
who derives from the comparison between his impression of the
performance (or outcome) of a product and its expectations.
Behavioral intention is defined by Mowen in Encyclopedia (2012).
as consumers desire to behave in a certain way in order to own,
discard and use products or services. So, the consumer can form the
desire to seek information, inform others about his experience with
a product, buy a particular product or service, or dispose of the
product in a certain way.
From the results of the mapping conducted, the types of research
topics that are often reviewed are Customer Satisfaction (see Figure
9).
Figure 9. Types of Research Topics Are Often Reviewed
3.5 Possibility Proposed Research
3.5.1 Gaps Found
In conducting research on three-dimensional Customer Perceived
Quality factors found some deficiencies that cause the results of
research is not optimal. Some of these are:
 The sample is still small so it can not represent the population of
the object to be studied [10].
 Research conducted on references obtained does not focus on
the object under study [11],[3].
 Target sampling is a controllable sampling so that the data is
very homogeneous [12].
 The research was conducted only focusing on fine dining
restaurant [9],[13].
3.5.2 Opportunities Study
From several references obtained from various sources, the authors
formulate advanced research opportunities about three-dimensional
Customer Perceived Quality factors are as follows:
 Taking into account the number and type of samples that are
more representative to represent the type of correspondence in
the survey conducted.
 Using restaurant samples in accordance with the object to be
studied, for example, if we want to assess the restaurant Chinese
food then the sample is taken from the customer population of
Chinese food restaurants as well.
 In order for the sampling process to represent a particular
population, the target sampling should be heterogeneous.
 Consider the demographic dynamics characteristics of
population.
 Target restaurant surveyed not only upper middle class.
4. PROPOSED RESEARCH STUDY
Sub factor in Three-Dimensional Customer Perceived Quality
Factors commonly used in previous research is:
1. Quality of Physical Environment
Average research on Interior Design & Décor, Background
Music, Cleanliness, Neat and Well-Dressed, Spatial Layout,
Color, Aroma, Lighting, Comfortable (Temperature), Parking,
Smoking Area, Available Seat. For our next research, we will
include sub factors such as increasing the plug point for laptop
adapter or other gadgets and providing Wi-Fi connection.
2. Food Quality
Average research on Delicious / Taste, Healthy, Variety,
Freshness, Smell, Visual (Presentation), Temperature, Food
Safety. For our next research, we will include sub factors such
as promoting product menus with strong local taste.
3. Service Quality
Average research on Food exactly, Quick service, Helpful,
Comfortable, Competency, Empathetic response, Accurate
check. For our next research, we will include sub factors such as
promoting the variations of local original product menus.
For our next research, the sampling process by giving a questioner
with a certain amount directly to customers who at that time came
and make purchases at the outlet transactions that we will do the
survey. There are no specific criteria for the type of customer to be
surveyed. The main thing is that the customer is actually coming to
the outlet and or making a purchase transaction to the outlet.
Analysis methods commonly used in previous research is SEM,
Regression Analysis, Logistic Regression.
For our next research, we will use SEM (Structural Equation
Modeling). It is a complex multivariate statistic method, a
combination of factor and regression analysis. This method has been
tested for effectiveness in previous studies.
In this case we use the help of AMOS software to process SEM data.
Which software is easier to use than other software, such as: SPSS,
Lisrel. EQS and Mplus.
Noteworthy in the process of data analysis with AMOS for SEM is
the determination of Latent Variables and Manifies Variables.
Variable Laten is a variable that requires the existence of a number
of Variable Manifes so that Variable Laten can be measured.
Variable Manifest is a variable used to describe or measure a Latent
Variable. Variable Laten can serve as an Exogenous Variable, that
is independent variable that influence the dependent variable and
also as Variable Endorgen, that is dependent variable influenced by
independent variable (exogenic).
The main steps to use SEM with AMOS software are:
1. Make a SEM model (Model Specification)
At this stage, a model-based on a particular theory-is made, both
in terms of equations (mathematical equations) and in the form
of diagrams (figures). The diagram will include a measurement
model and a structural model.
2. Prepare research design and data collection
Once the model is made, before the model is tested, assaying
should be done in SEM, treat missing data (if there is enough),
collect data, etc.
3. Model Identification
After a model has been made and the design has been
determined, the model is tested for identification, whether the
model can be analyzed further. The large "degree of freedom"
count is an important part of this stage.
4. Model Testing and Model Estimation
Once the model is created and can be identified, the stage is
followed by testing the measurement model and then testing the
structural model. From the measurement model test, will get
closeness relationship between indicator with its construct. If the
measurement model can be considered valid, the test is
performed on a structural model to obtain a number of
correlations that show the relationship between constructs.
Included in this activity is the possibility of conducting a
specification model on a SEM model.
Type of location commonly used in previous research is Fine Dining
Restaurant, Dining restaurant, Casual Dining Restaurant, Fast Food
Restaurant. For our next research, we will select Fast Casual
Restaurant as a location for research. We chose Fast Casual
Restaurant which grow up significantly in Indonesia country
generally and in Bandung city in particular, that is "Warunk
Upnormal".
The original locale brand in Indonesia has grown tremendously
since opening its first outlet in June 2014, followed by its second
outlet in September 2014, until now (February 2018) has grown in
31 cities in Indonesia with a total of 64 outlets per month in February
2018 and will continue to grow and increase every year (see Figure
10).
Figure 10. Outlet Growth of “Warunk Upnormal”
5. CONCLUSION
Based on the analysis of the above paragraph above that previous
research is all dominant object of research using Fine Dining
restaurant type, sample pool tends to homogeneous and sample
characteristic which tend to convenience. For the next research, we
would like to examine the object about three-dimensional
relationship of Customer Perceived Quality factors in fast casual
restaurant to improve Customer Satisfaction and Behavioral
Intentions with Random pool sample.
6. REFERENCES
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Authors’ background
Name Title* Research Field Personal website/E-mail
Adi Markus Riyanto Master Student Hospitality Management adimarkus@gmail.com
Agus Achmad Suhendra Senior Lecturer Hospitality Management agus@telkomuniversity.ac.id

*Title can be chosen from: master student, Ph.D. candidate, assistant professor, lecturer, senior lecturer,
associate professor, full professor, and etc.