摘要：The restaurant industry is highly competitive and the entrepreneur must pay attention to customers’purchase intentions in order to have chances to stand out from the competitors. It is a crucial aspectfor every entrepreneur to look deep into. Getting customers’ intention is like a war in marketing arenato all business to maintain the restaurants survival. Choosing a restaurant comes almostautomatically when one feels hungry and it does not need much information. There are characteristicsbehind every purchase decision that can come from extrinsic, intrinsic, and consumer attitude. Eachof these factors includes dimensions that can be utilised in business strategy. Entrepreneurs can usethese factors so delicate, so that customers might not even recognise it. Customers might think thatthey have always purchased the same brand or product but they do not realise that the affectingfactors behind this decision can come from perceived quality, store image, and trust. This studyfocuses and contributes the knowledge about role of perceived quality, store image and trust thataffect customers’ purchase intentions. The purpose of this study is to investigate the relationshipbetween perceived quality, store image and trust towards customers’ purchase intentions. The studydescribes that the relation between independent variable have significant relationship with customers’purchase intentions. This is quantitative study with a sample size of 210 respondents. Researcherdistributed 210 questionnaires to be used for data analysis. The results of this study show thatperceived quality, store image and trust have significant relationship with customers’ purchaseintentions. Further research is required to cover other factors that can also affect the customers’purchase intentions and at the same time close the current gaps in our understanding of customers’purchase intentions as a whole.
关键词：perceived quality; store image; trust; customers’ purchase intentions; restaurant.
