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

Abstract

AbstractThe 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 The light color in the service atmosphere affects the perceived quality and customer satisfaction. Perceived service quality and customer satisfaction differ according to the light color in the service atmosphere. 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. By changing the color of the light in the service environment, efficient and sustainable cleaner production can be realized with low costs.