Restaurant's Atmospheric Elements: What the customer wants
Article Sidebar
Main Article Content
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.
Article Details
License
Copyright (c) 2017 Hashim Fadzil Ariffin, Mohamad Fahmi Bibon, Raja Puteri Saadiah Raja Abdullah
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Arnould, E. J, Price, L. L. & Tierney, P. (1998). Communicative staging of the wilderness servicescape. The Service Industries Journal, 18 (3), 90-115.
Aubert-Gamet, V. (1997), ―Twisting servicescapes: Diversion of the physical environment in a re-appropriation process. International Journal of Service Industry Management, 8(1), 26-41.
Babin, B. J. & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(2), 91-99.
Baker, J. (1987). The role of the environment in marketing services: The customer perspective,‖ in The Services Challenge: Integrating for Competitive Advantage, John A. Czepiel, Carole A. Congram, and James Shanahan, eds. Chicago: American Marketing Association, 79-84.
Baker, J., Levy, M. and Grewal, D. (1992). An Experimental Approach to Making Retail Store Environmental Decisions. Journal of Retailing, 68, 4, pp. 445–460.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers‘ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36, 171-186.
Booms, Bernard H. & Bitner, M. J. (1982). Marketing services by managing the environment. Cornell Hotel and Restaurant Administration Quarterly, 23(May), 35-39.
Chandon, J. L., Pierre-Yves., & Philippe, J. (1996). Service encounter dimension- a dyadic perspective: Measuring the dimension of service encounters as perceived by customers and personnel, International Journal of Service Industry Management, 8, 65-86.
Churchill, W. (1943). Address to members of the House of Commons (Meeting in the House of Lords), WSC, 28 October.
Cronbach, L. J. (1990). Essentials of psychological testing (5th Ed.). New York: Harper & Row.
Dawson, S., Bloch, P.H. and Ridgeway, N. (1990). Shopping Motives, Emotional States and Retail Outcomes. Journal of Retailing, 66, 4, pp. 408-427.
Donovan, R. & Rossiter, J. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58 (Spring), 34-57.
Donovan, R. J., Rossiter, J. Marcoolyn, G. & Nesdale, A. (1994). Store atmosphere and purchasing behaviour. Journal of Retailing, 70(3), 283-294.
Dube, L., Johnson, M. D., & Renaghan, L. M. (1999). Adapting the QFD approach to extended service transactions. Production and Operations Management, 8, 301-317.
Ezeh, C. & Harris, L. C. (2007). Servicescape research: a review and a research agenda. The Marketing Review, 7(1), 59-78. Westburn Publisher Ltd.
Fornell, C., Johnston, M. D., Anderson, E., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60, 7-18.
Gardner, M. P. (1985). Mood states and customer behaviour: A critical review. Journal of Consumer Research, 12(3), 281-300.
Guilford (1958). Fundamental Statistics in Psychology and Education (5th ed.). New York: McGraw-Hill.
Han, H. & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33, 487. Published by sage publicatons.
Hoffman, K. D. & Turley, L. W. (2002). Atmospherics, service encounters and consumer decision making: An integrative perspective, Journal of Marketing Theory and Practice, 10(3), 33-47.
Hui, M. K., Dube, L., & Chebat, J. (1997). The impact of music on consumer‘s reaction to waiting for services. Journal of Retailing, 73, 87-104.
Hutton, J.D. and Richardson, L.D. (1995). Healthscapes: The Role of the Facility and Physical Environment on Consumer Attitudes, Satisfaction, Quality Assessments, and Behaviours. Health Care Management Review 20, 2, pp. 48-61.
Knutson, B. J., & Patton, M. E. (1995). Restaurants can find gold among silver hair: Opportunities in the 55+ market. Journal of Hospitality & Leisure Marketing, 1(3), 79-90.
Kotler, P. (1973), Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27, 563-573.
McDougall, G., & Levesque, T. (2000). Customer satisfaction and future intentions: The role of perceived value and service quality. Journal of Services Marketing, 14, 392-410.
Mehrabian, A., & Russel, J. A. (1974). An Approach to Environmental Psychology. Cambridge: MIT Press.
Milliman, R. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Marketing, 46 (Summer), 86-91.(1986). The influence of background music on the behavior of restaurant patrons. Journal of Consumer Research, 13 (September), 286-289.
Nguyen, N., & Leblanc, G. (2002). Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, 13, 242-262.
Pallant, J. (2005). SPSS Survival Manual: a Step by Step Guide to Data Analysis using SPSS for Windows version 12 (2nd Ed.). Sydney: Allen & Unwin.
arsa, H. G., J. T. Self, D. Njite, & T. King. (2005). Why restaurants fail. Cornell Hotel and Restaurant Administration Quarterly, 46 (3), 304-323.
Rapoport, A. (1982), The Meaning of the Built Environment. Beverly Hills, CA: Sage Publications, Inc.
Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39, 785-808.
Russel, J. A., & Pratt, G. (1980). A description of affective quality attributed to environment. Journal of Personality and Social Psychology, 38, 311-322.
Ryu, K. (2005). DINESCAPE, emotions, and behavioral intentions in upscale restaurants. Unpublished doctoral dissertation, Kansas State University, Manhattan, KS.
Ryu, K., & Jang, S. (2007). The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants. Journal of Hospitality & Tourism Research, 31, 56-72.
Shostack, G. Lynn (1977). Breaking Free From Product Marketing. Journal of Marketing, 41 (April), 73-80
Turley, L.W. and Milliman, R.E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, Vol. 49 No. 2, pp. 193-211. New York: HarperCollins.
Upah, G. D. & Fulton , J. N. (1985). Situation creation in services marketing. In The Service Encounter, John Czepiel, Michael Solomon, & Carol Surprenant, eds. Lexington, MA: Lexington Books, 255-264.
Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3, 232-240.
Wakefield, K. L., & Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3), 66-76.
Wall, E. A. & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 48, 59.
Watson, D., Clark, L. A. & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063-1070.
Yatch, R., and E. Spangenberg (1988), An Environmental Psychological Study of Foreground and Background Music as Retail Atmospheric Factors, in Efficiency and Effectiveness in Marketing Gary Frazier et al., eds., Chicago, Il: American Marketing Association, 106-110.
Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. In J. Donelly & W. George (Eds.), Marketing of services proceedings series (pp. 186-190). Chicago: American Marketing Association.
Zeithaml, V. A. ( (1988), ―Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,‖ Journal of Marketing, 52 (July), 2-22.
Zeithaml, V. A., A. Parasuraman, and L. L. Berry. 1985. Problems and strategies in services marketing. Journal of Marketing 49:22-46.