Abstract
This study introduces an investigation into the effect of ambience on customer's gratification at the restaurants where numerous regular alterations in color, layout, light, aroma, cooling temperature, decor etc. are being done. Restaurateurs' goal is always to generate income for which they do alterations in their buildings' interiors. Relationship between customer gratification and three ambiences' features color, light and cooling is observed in two restaurants, named, Lahore View and Jasmine restaurants situated in Shalimar Tower Hotel, Lahore. A sample of 354 customers from these two restaurants was taken. The correlation coefficient between the income and dine in frequency was found to be highly significant leading to the conclusion that as income increases the dining frequency also increased. Associations between customer's satisfaction and demographic feature like income and gender were also studied, which were found statistically insignificant. To analyze the impact of ambient color, light and cooling on customer's gratification, a binary logistic regression model is applied with color, light and cooling factors as predictors. The regression was found to be highly significant with significant model parameters leading to the conclusion that color, cooling and lightning improvements can help in increasing customer's satisfaction which will eventually lead to the increase revenue generation.
Highlights
The Customer gratification is for the most part associated with service feature in the eatery business [1] instead of worrying on ambience of the spot
Most of researchers like Oliver, Kivela, Jordaan, Prinsloo, Choi, Chu and Park agreed that customer gratification is important to restaurateurs because patron return depends on it, repetition in discussions, recommendations and revenue generation
There were a number of restaurants in Lahore which are struggling to compete in the market, they stress on the quality of food and prefer the ambience to attract customers
Summary
The Customer gratification is for the most part associated with service feature in the eatery business [1] instead of worrying on ambience of the spot. Ambience can include a wide range of features such as exterior and interior layout, color, light, temperature, music, odor [3][4][5][6][7][8]. Most of researchers like Oliver, Kivela, Jordaan, Prinsloo, Choi, Chu and Park agreed that customer gratification is important to restaurateurs because patron return depends on it, repetition in discussions, recommendations and revenue generation. The dimensions of ambient features, color, light, and cooling were researched and discussed, separately [9][10][11][12][13]. The Restaurateurs may stress on continually changing the design of the restaurants including colors, light, cooling, and employee’s style but the impact of the alterations on ultimate users is not extensively or entirely documented [14]. There were a number of restaurants in Lahore which are struggling to compete in the market, they
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