APJIHT Vol. 5 No. 1 March 2016 Service Clues’ Inluence on Customers’ Dining Experience in Fine Dining Restaurants 91 Asia-Paciic Journal of Innovation in Hospitality and Tourism APJIHT Vol. 5 No. 1 March 2016 pp.91-109 ISSN 2289-1471 Research Paper Service Clues’ Inluence on Customers’ Dining Experience in Fine Dining Restaurants Anshul Garg & Maria Amelia Taylor’s University, Malaysia © he Author(s) 2016. his article is published with open access by Taylor’s Press. Abstract: here was a time when individuals used to purchase facilities on the basis of eminence only. Today, customers wish to experience a complete service delivery that takes into account the physical atmosphere, employee performance, and food excellence. An excellent dining experience is a signiicant factor for both customers as well as restaurants. Studies in the past have shown the important efect of food quality, physical environment, employee behavior and service on customers’ dining experience. hus, the concept of customers’ experiential value is a key component in restaurant service quality studies. his study sheds light on how food and service excellence, physical setting and employee behavior impacts on customers’ dining experience. he objective of this study is to explore the collective efect of mechanic, functional, and humanic clues on customer’s dining experience in ine dining restaurants. Subsequently, a quantitative research methodology examines the combined efects of the physical setting (mechanic clues), the conduct of employees (humanic clues) and the quality of the food (functional clues). Keywords: : Mechanic clues, humanic clues, functional clues, dining experience Suggested citation: Garg, A. & Amelia, M. (2016). Service clues’ inluence on customers’ dining experience in ine dining restaurants. Asia-Paciic Journal of Innovation in Hospitality and Tourism, 5(1), 91-109. Introduction Feasting in a ine dining restaurant is a multifaceted practice that comprises of three types of clues. Although food quality is primary, the atmosphere and service performance greatly stimulates the customer’s assessment of a speciic establishment (Wall & Berry, 2007). Customers use diferent clues to review a restaurant experience: functional clues to understand the quality of the food and service; mechanic clues to learn about the environment and design and humanic clues for the performance, Correspondence: Anshul Garg, Taylor’s University. Email : anshul.garg@taylors.edu.my