Investigating the effect of marketing mix of services on perceived values, customer satisfaction and behavioral intentions in the restaurant

Companies that have been successful in the field of marketing perceived the importance of product quality and customer service. These companies know that the quality is more than product specification and services to customers is over a respond to their complaints. Today Focus on the consumers need is the main cause of marketing trends. Focus on customer needs means paying attention to product quality and customer service and companies, which were pioneers in terms of technology or lower prices, now compete depending on the quality of products and provide better services to customers.
This research is an attempt to investigate the quality of physical environment, quality of service and food on perceived behavioral, customer satisfaction and customer behavioral intention at restaurant. IN the same way, after the introduction of the overall framework of the research in chapter one, the data were collected by survey methos.to collect data a questionnaire consisted of 29 questions designed and distributed in the population who were the customer of Arak restaurants. Later completed questionnaires by technology of T-student were analyzed in LISREL software. The results showed that the quality of the physical environment, food quality and service quality impact on restaurant image and quality of the physical environment impact on perceived value and perceived value impact on customer satisfaction and customer satisfaction impact on customer behavioral intention.