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

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.