The Influence of the color of light on the customers' perception of service quality and satisfaction in the restaurant

Abstract

The physical evidence is influential on the consumer's attitude, quality perception, and purchasing behavior. The service atmosphere within the physical evidence scope is an element that requires huge investments. Together with low-cost small changes, the physical environment could be rendered much more attractive to the consumer. Color and light are among the elements that are suitable for these changes. This research aims to determine whether the color of light in the service atmosphere affects the customer's quality perceptions and customer satisfaction and whether this effect differs according to the color of light. To this end, the restaurant business, which has an essential place in the tourism industry, was chosen as the research experiment ambient. A total of five experiments were conducted in five ambient lighted in different colors with participants. Data were collected with 204 the form of the experiment question According to the analysis results, the perception of service quality and the level of satisfaction were higher in red and yellow-lighted ambient than those in blue and green-lighted ambient. In line with the results, recommendations were made to reduce the physical environment costs in the service production process in restaurants and to achieve a cleaner service production, sustainable production, and consumption through more efficient use of resources. Highlights 1. The light color in the service atmosphere affects the perceived quality and customer satisfaction. 2. Perceived service quality and customer satisfaction differ according to the light color in the service atmosphere. 3. By changing the light color in the service atmosphere, it is possible to increase the level of quality perception and customer satisfaction in a positive way. 4. By changing the color of the light in the service environment, efficient and sustainable cleaner production can be realized with low costs.

Air-Travelers’ Perceptions of Service Quality during the COVID-19 Pandemic: Evidence from Tripadvisor Sites

“…To retain their sustainability in today's difficult global competitive climate, to give competitive advantage, and to create a loyal customer base in the long term, airlines should be able to deliver quality service to their consumers continually. In other words, customer satisfaction is one of the key determinants of loyalty, which is crucial to the existence and sustainability of businesses [32]. The number of studies on airline service quality has increased rapidly since its link with customer satisfaction and productivity was identified [33].…”

Modeling brand color emotions, perceived brand creativity, perceived value, and brand loyalty in the context of theme parks

“…Past research concluded that consumers prefer specific colors in different settings. For example, Ozkul et al (2020) study of the influence of the color of light on the customers’ perception of service quality and satisfaction in actual restaurant environments concluded that service quality perceptions were higher in red and yellow-lighted ambient than those in blue and green-lighted ambient. This study did not identify a specific color scheme for theme park settings.…”

Factors of Airline Selection and Reflight Intention During the Pandemic/Case of Serbian Airlines Users

“…To run a sustainable business in today’s tough global competitive climate and create a long-term base of loyal customers, airlines should be able to continuously provide quality food, drinks, and beverages service to their customers. Satisfaction of service users and employees are key determinants of loyalty, necessary for the existence and sustainability of business ( Özkul et al, 2020 ). Providing high-quality services to passengers and tourists can be crucial for the competitiveness, profitability increasing, and long-term growth of airlines in a highly competitive environment, which is why they must meet the expectations of their passengers to maintain business ( Arasli et al, 2020 ; Gajić et al, 2021b ; Bakır et al, 2022 ).…”