Restaurant's Atmospheric Elements: What the customer wants

Abstract

The purpose of the study is to examine youth customer behaviour due to the restaurant's atmospheric element environment. It also explores the environment of the restaurant and the use of atmospherics by the restaurateurs through the reactions of the customers. The dimensions of colour, design, lighting, and restaurant layout, among others, were measured. Qualitative data taken from 300 youth customers were analyzed, and interpretations of the relationships were made. It was found that atmospheric elements contributed significantly in each representation of customer behaviour. Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. https://doi.org/10.21834/jabs.v2i2.182 Ariffin, H.F., et.al., / Journal of ASIAN Behavioural Studies, jABs, 2(3), Apr / Jun 2017 (p.85-94) 86 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-ncnd/4.0/). Peer-review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for EnvironmentBehaviour Studies), Faculty of IntroductionIn order to meet the expectation with actual, if not optimum performance in restaurants, customer behaviour must be studied. Obviously, it takes more than food to create a good dining experience. Presentation of the restaurant environment must be taken into consideration in creating more a meaningful experience to restaurant patronage. The purpose of the study is to examine youth (customer) behaviour due to atmospheric elements in restaurants -and its effects on patronage mood, decision making behaviour, satisfaction level, and gestures. In addition, it explores the environment of the restaurant and the use of atmospherics by restaurateurs in regard to the reactions shown by customers to the atmosphere. The dimensions of colours, design, lighting, and restaurant layout, among others, were measured. Literature ReviewA review of the literature reveals that several definitions have been put forward to characterise the servicescape. Servicescape has been defined as all of the objective physical factors that can be controlled by the firm to enhance (or constrain) employee and customer actions by Bitner (1992, p. 65). Kotler (1973, p. 50) defined servicescape as -…design [of] buying environments to produce specific emotional effects in the buyer that enhance his [or her] purchase probability‖. Arnould (1998, p. 90) defined it as -consciously designed places, calculated to produce commercially significant actions‖. Added to the definition, in Babin and Attaway's (2000, p. 93), estimation, the servicescape -evokes emotions, which help determine value, and this value motivates customers to patronize a given choice repeatedly‖.Atmospherics has been defined as -the effort to design buying environments to produce specific emotional effects in the buyer that enhance his purchase probability‖ (Kotler, 1973, p. 50). The main sensory channels for atmosphere are sight, sound, scent and touc...

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“…These findings are of vital importance in the services sector, such as hotels, restaurants, professional offices, banks, retail stores, and hospitals [20,21,33,36]. For that reason, the effect of "atmospherics" in the restaurants sector has been an issue of extensive research and analysis (e.g., [17,[40][41][42][43]).…”

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