International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 11 (November 2025), Pages: 38-47

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 Original Research Paper

Impact of restaurant atmosphere on revisit intention via perceived quality and word of mouth in Vietnam

 Author(s): 

 Mai Ngoc Khuong 1, 2, Tang Phuong Mai 1, 2, *

 Affiliation(s):

  1School of Business, International University, Ho Chi Minh City, Vietnam
  2Vietnam National University, Ho Chi Minh City, Vietnam

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0003-6880-7564

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.11.005

 Abstract

This study examines how atmospheric factors affect perceived quality, guest word of mouth (WOM), and revisit intention in Vietnamese restaurants. Based on the Stimulus–Organism–Response (S-O-R) model and the Servicescape framework, it emphasizes the influence of the physical environment on customer behavior. Data were collected through a survey of 250 local and international restaurant guests and analyzed using PLS-SEM. Results show that external facilities and interior design significantly influence perceived quality and WOM, particularly through features such as the façade, signage, ambiance, and furnishings. In contrast, the restaurant layout does not directly affect perceived quality and has only a limited effect on WOM. The findings also confirm that perceived quality strongly promotes revisit intention, while WOM is the most influential factor. These results suggest that restaurant managers should carefully design and manage atmospheric elements to improve guest experiences, encourage positive WOM, and strengthen long-term customer loyalty.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Atmospheric factors, Perceived quality, Word of mouth, Revisit intention, Servicescape

 Article history

 Received 5 April 2025, Received in revised form 11 August 2025, Accepted 11 October 2025

 Acknowledgment

The authors would like to express sincere gratitude to all respondents who participated in this study and to colleagues who provided valuable feedback during the research process. 

 Compliance with ethical standards

 Ethical considerations

This study was conducted in accordance with established ethical research standards. Participation in the study was entirely voluntary, and informed consent was obtained from all respondents prior to data collection. Respondents were assured of confidentiality, and their responses were used solely for academic purposes. No sensitive personal data was collected, and anonymity was maintained throughout the research process.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Khuong MN and Mai TP (2025). Impact of restaurant atmosphere on revisit intention via perceived quality and word of mouth in Vietnam. International Journal of Advanced and Applied Sciences, 12(11): 38-47

  Permanent Link to this page

 Figures

  Fig. 1  Fig. 2  Fig. 3 

 Tables

  Table 1  Table 2  Table 3 

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