Restaurant Atmosphere Research Articles

오감으로 체험하는 호텔 레스토랑의 미학적 요인이 브랜드 이미지와 고객만족 및 충성도에 미치는 영향

Purpose: In this study, we empirically study the effect of the aesthetic factors of the restaurant experienced with the five senses on the brand image and loyalty of those who have experienced using a luxury hotel restaurant, and present evidence for creating a hotel restaurant environment that can stimulate consumers' emotions. Methods: For an empirical study, a survey was conducted targeting those who had experience using a deluxe-class hotel restaurant where aesthetic sensibility could be felt with the five human senses. A survey was conducted targeting visitors coming out after a meal by selecting three restaurants that were judged to have a particularly beautiful restaurant atmosphere among hotels with a first-class or higher level located in Seoul. A total of 237 questionnaires were used for empirical analysis. Results: As a result of factor analysis, the aesthetic factors of hotel restaurants experienced with the five senses were classified into auditory, olfactory, gustatory, visual, and tactile factors, and brand image and customer satisfaction and loyalty were classified as a single dimension. As a result of regression analysis, it was verified that visual, olfactory, gustatory, and tactile factors had significant effects on brand image, and visual, auditory, olfactory, and gustatory factors had significant effects on customer satisfaction. However, it was found that the auditory factor had no significant effect on the brand image and the tactile factor had no significant effect on customer satisfaction. Conclusion: In the end, it was studied that the aesthetic factors of hotel restaurants experienced with the five senses can enhance brand image and customer satisfaction.

Antecedents and consequences of the creative food tourism experience: Brand equity insights

This study introduces the creative food tourism experience (CFTE) idea to the fine-dining restaurant market, thereby broadening the understanding of food tourism. It examines the CFTE triggers and possible outcomes and also investigates the role of brand equity. It also incorporates staff cohesion as a personal environmental component and ties the balance theory to the brand experience theory by examining brand equity as a distinct outcome of CFTE. The results of a study conducted on 574 food tourists in authentic Egyptian fine dining establishments show that sensory and personal environment elements have a large and favourable impact on consumers’ CFTE, with restaurant atmosphere having the greatest influence. The results suggest that CFTE influences brand awareness, brand image, and perceived quality. Remarkably, brand trust moderates the relationship between perceived quality and brand loyalty but not the one between brand awareness, brand image, and brand loyalty. The study provided a significant contribution to restaurateurs.

Pengaruh Kualitas Pelayanan dan Suasana terhadap Keputusan Pembelian dan Kepuasan Pelanggan Restoran Kampoeng Air

The primary purpose of this study was to investigate the influence of service quality and restaurant atmosphere on purchasing decisions and customer satisfaction at Kampoeng Air Restaurant. Respondents in this study were Kampoeng Air Restaurant customers who had made more than 2 purchases. The data collection method uses a questionnaire distributed to respondents. The sampling technique was purposive sampling with 250 respondents. Data analysis was done using the PLS-SEM method with the tool used, namely SmartPLS 3.0. The study revealed a significant positive association between service quality and both purchasing decisions and customer satisfaction. Similarly, restaurant atmosphere was found to exert a significant positive influence on both these constructs. No statistically significant relationship was observed between purchasing decisions and customer satisfaction.

Parallel Mediation of Service Quality and Customer Satisfaction between Restaurant Authenticity and eWOM Intention: A PLS-SEM Approach

The research aims investigate the effect of restaurant authenticity on perceived service quality, customer satisfaction, and electronic word of mouth (eWOM) in the ethnic restaurant context. Additionally, it also examines the mediating role of service quality and satisfaction, and their serial mediating effect in the relationship between restaurant authenticity and diners’ eWOM intention. Data was collected from 279 diners who had experienced services at ethnic restaurants in Ho Chi Minh city, Vietnam. Partial least squares structural equation modelling (PLS-SEM) approach was employed to investigate the relationship among variables in the research model. Restaurant authenticity directly influences perceived service quality, customer satisfaction and customers’ eWOM intention. Customer satisfaction fully mediates the relationship between service quality and eWOM while it partially mediates the effect of restaurant authenticity and customer eWOM. However, the indirect impact of restaurant authenticity on customer eWOM through service quality was not significant. The research provides evidence for the predicting role of restaurant authenticity in the relationship with service quality, customer satisfaction and eWOM intention in the restaurant context. It contributes to the existent literature on consumer behaviours in the hospitality context by conceptualizing the mediating role of service quality and customer satisfaction in the relationship between restaurant authenticity andeWOM intention. The research also extends the Stimuli-Organism-Response model by considering the role restaurant authenticity as a stimulus that directly and indirectly influences service quality (stimuli), customer satisfaction (organism), and customer eWOM intention (response). Practical implications: The ethnic restaurant managers should concentrate on the authenticity of the restaurant to generate more positive outcomes such as customer satisfaction and eWOM intention. The food and atmosphere of the ethnic restaurant should reflect the country/ culture that it represents to increase the authenticity perception among diners.

Analisis Pengaruh Store Atmosphere terhadap Minat Kunjung Kembali di Restoran Taman Santap Rumah Kayu Bandar Lampung

The atmosphere in a restaurant is not just a detail, but a key factor in building and maintaining customer loyalty. This research aims to determine the influence of restaurant atmosphere on customers' desire to return to Taman Makan Rumah Kayu in Bandar Lampung. Simple linear analysis method. The results of this research indicate that the restaurant atmosphere has a significant influence on customers' interest in returning. These findings confirm that the restaurant atmosphere not only influences customers' interest in returning, but also directly influences the level of customer satisfaction at Taman Santap Rumah Kayu in Bandar Lampung.

The Influence of Restaurant Atmosphere on Customer Satisfaction in Sum Ting Wong Kitchen and Brew Bar

This research aims to determine: The influence of restaurant atmosphere on customer satisfaction at Sum Ting Wong Kitchen and Brew Bar. This research is a descriptive analysis research using a quantitative approach. Data collection uses observation, documentation and questionnaires. The sample in this study was 35 respondents and used the random sampling method. The validity test used Cronbach's Alpha. Data analysis uses simple linear regression. The research results found that: restaurant atmosphere had a positive and significant effect on customer satisfaction, obtained a sig value. 0.000 <α 0.005 indicates that H1 is accepted. The simultaneous contribution or contribution of the restaurant atmosphere variable to customer satisfaction is 75.3% while 24.7% is determined by other variables not examined in this study. Keywords: Restaurant Atmosphere, Customer Satisfaction

The Influence of Factors on Consumer Loyalty through Satisfaction at the J.CO Donuts & Coffee Restaurant at Depok City, Indonesia

The purpose of this study is to examines how restaurant atmosphere, consumer emotions, restaurant design, and service quality influence consumer satisfaction at the J.CO Donuts & Coffee Restaurant at Depok city, Indonesia. It also investigates the relationship between customer satisfaction and loyalty. A sample of 140 fast-food consumers was collected using a structured questionnaire. This paper uses partial least squares path modelling to test and validate the study’s model and hypotheses. The results suggest that consumer emotions, restaurant design, and service quality have a positive influence on consumer satisfaction. The findings also reveal increasing the effect of satisfaction on loyalty.

Sensory versus personal environment as antecedents of the creative food tourism experience

This research contributes to the study of food tourism by analyzing the antecedents and consequences of a novel concept named creative food tourism experience (CFTE). The paper is based on the Balance Theory and the Service Triangle to propose a collaborative perspective between restaurants and their employees to contribute to the creation of creative experiences for food tourists. Specifically, this study develops a theoretical framework in which the sensory environment created by restaurants, based on food appeal and the restaurant atmosphere, and the personal environment provided by employees, in terms of service excellence, co-create the CFTE for visitors. Based on a sample of 407 food tourists, the empirical analysis shows that the suggested drivers are significant, and service excellence has the greatest impact. Memorability and, indirectly, intention to repeat/recommend are shown to be relevant outcomes of the CFTE. Practical implications for restaurant managers and the hospitality industry are also provided.

The Effect of Restaurant Atmosphere on Customer Satisfaction and The Effect of Customer Satisfaction on Repurchase Intention at Amber Resort Lombok Restaurant

This study aims to determine the effect of restaurant atmosphere on customer satisfaction and Repurchase Intention at Amber Lombok Beach Resort, Data collection in this study used questionnaires distributed directly to guests, and was also carried out by directing respondents to an online questionnaire by providing a google form link on the device provided by the researcher. This study includes variables of comfort level, restaurant scenery, restaurant appearance, consumer satisfaction, and repurchase intentions. The analysis used to test the validity and reliability of the questionnaire and test the hypothesis in this study used SPSS and Smart PLS. The results showed that the restaurant atmosphere consisting of comfort level, restaurant scenery, and restaurant appearance has a significant effect on customer satisfaction, as well as for the variable customer satisfaction has a significant effect on repurchase intentions.

Factors Influencing Tourist Satisfaction in the Restaurant Industry at Can Tho City, Vietnam after the COVID-19 Pandemic

The Food & Beverage (F&B) market has accelerated after the COVID-19 crisis, especially in big cities. Stakeholders are racing to improve quality to attract more customers. Can Tho City, a tourism hub in Vietnam's Mekong Delta region, is experiencing a revival of its restaurant industry-an important sector of its economy. This study surveyed 286 Vietnamese domestic tourists and international tourists at medium-sized restaurants in Can Tho city, aiming to (1) identify factors affecting customer satisfaction after the health crisis; (2) evaluate the importance of these factors; and (3) propose implications for improving quality, satisfaction, loyalty, and return intention. The study used document research, interviews, observations, and questionnaires. Data were analyzed using Descriptive Statistics, Partial Least Squares, and Structural Equation Modeling. The findings revealed five factors impacting tourist satisfaction: (1) flavor of food and drinks; (2) reasonable price; (3) cleanliness; (4) service quality; and (5) restaurant atmosphere. Customer satisfaction positively influenced loyalty and return intention. Recommendations were provided for stakeholders in Can Tho's restaurant industry. Keywords: customer satisfaction, customer loyalty, restaurant industry, Can Tho City, Vietnam.

Exploring the effects of customers' assessments of a restaurant's atmospherics and emotional assessments on a fine-dining experience and intentions to return

The effect of physical stimuli on consumer behavior has been an intriguing research subject that encompasses various service settings and scholars of various fields. This study examines the causal relationship between various atmospheric attributes of an haute-cuisine restaurant, customers' emotional responses, and how these affect the intention to return. Convenience sampling, yielding 400 usable responses, was employed to collect data from customers of a Michelin-rated restaurant called The Eight. A model was proposed and assessed using structural equation modeling. Results indicated that human atmospherics had no significant effect on functional stimuli. Food atmospherics and ambiance had significant impacts on both positive and negative emotions. Functional aspects of atmospherics significantly impacted negative emotions, but not positive ones. The results are discussed in terms of theoretical and managerial implications.

Pengaruh Suasana Restoran, Kualitas Pelayanan dan Gaya Hidup terhadap Kepuasan Pelanggan Panda Hotpot and Grill

The purpose of this research is to find out how the environment, food, and way of life at Panda Hotpot and Grill affect the happiness of its customers. The study sample size was 115 people, all of whom were randomly selected. Questionnaires were sent to collect information. Furthermore, SPSS version 25 is used to perform statistical analysis such as hypothesis testing, correlation analysis, multiple regression, and examination of classical assumptions and data quality. The test results represent that the atmosphere of the restaurant will certainly have a positive significance on customer satisfaction, with a t value of 2.615. Product quality will certainly have a positive significance on customer satisfaction, with the result t count 5,883. Lifestyle will certainly have a positive significance on customer satisfaction, with the result t count 2.469. Then simultaneously the atmosphere of the restaurant, product quality and lifestyle will certainly be able to have an influence on Panda Hotpot and Grill customer satisfaction by 62.5% according to the coefficient of determination data (R2). Based on these test results it can be concluded that the restaurant atmosphere will certainly be able to give a positive and significant impact, product quality will have a positive and significant impact and lifestyle will certainly be able to provide a positive and significant impact and simultaneously the restaurant atmosphere, product quality and lifestyle will certainly be able to give a positive and significant influence on customer satisfaction Panda Hotpot and Grill

Strength of Brand Image and Restaurant Atmosphere in Influencing Decision Making and Customer Satisfaction

The purpose of this research is to analyze the strength of brand image and store atmosphere in influencing consumer decision making and satisfaction. The research was conducted using a quantitative approach with a questionnaire as a research instrument. The samples in this study were 105 customers at the Aiola Eatery Surabaya restaurant. Using the Partial Least Square (PLS) data analysis technique, the results show that both brand image and store atmosphere are proven to influence decision making and consumer satisfaction. The implication is that it is important for restaurant management to develop a brand image and create a comfortable atmosphere that can influence consumers to make buying decisions and be satisfied with the services provided.

The impact of cruise ship dinescape on travellers’ behaviour

PurposeThis study aims to examine how cruise ship dinescapes, as a specific type of organized and staged service environment, influence customers’ attitudes, on-board behaviour, satisfaction and behavioural intentions.Design/methodology/approachData was collected using a cross-sectional survey from 552 passengers on-board one of the big cruise ships with a Caribbean itinerary.FindingsCruise ship dinescape, as an on-board food experience platform, is built on three dimensions: restaurant atmospherics, interactions with other guests and restaurant staff. The findings show how these dimensions influence passengers’ emotional experiences and quality perceptions. The results also show how travellers’ cruise ship dinescape satisfaction affect their overall vacation satisfaction and future travel behaviour.Practical implicationsThe findings imply that cruise companies should pay extra attention to organised food service environments like dinescapes staged for passengers. Through these scapes cruise companies may provide favourable platforms enabling dining satisfaction, but also social interaction and co-creation of memorable experiences.Originality/valueThis study builds a comprehensive model in cruise ship context, which links dinescape experiences to overall cruise ship dining experiences and dining behaviour mediated by emotional and perceived quality outcomes with further consequences.

Fast food consumption value: examining the moderating role of process value

Purpose Fast food consumption is examined through the theoretical lens of the food consumption value model. Specifically, this study aims to examine whether process value moderates the impact of fast-food consumption value on consumer decision-making. Design/methodology/approach Data is collected from 380 US consumers via a self-administered online questionnaire. Structural equation modeling and moderated mediation analysis are used to test the relationships between fast-food consumption values (product value, location value, emotional value, social value and process value), attitude and behavioral intention. Findings Location value (physical and experiential environment of fast-food consumption) and emotional value (positive affect from fast-food consumption) of fast food positively influence behavioral intention through positive attitude toward fast food. Positive impact of product value (physical attributes of fast food) on behavioral intention through attitude is attenuated by process value (consumers’ level of concern on sustainability of fast-food production). Practical implications Fast-food restaurants should prioritize their investments in providing location value (e.g. pleasant restaurant atmosphere) and emotional value. It is also important to take caution in focusing too much on product value and consider investing more resources into implementing sustainable practices. Originality/value The consumption value-based approach not only updates previous understanding of fast-food consumption behavior but also offers insights on how consumers’ decision-making process is influenced by their perception toward sustainability issues of fast-food production.

Pengaruh Content Marketing Instagram, Social Media Marketing Instagram, Price, Dan Restaurant Atmosphere Terhadap Repurchase Intention Pada Restaurant Dan Bar

This research is motivated by whether or not there is a relationship between the variables of Instagram content marketing, Instagram social media marketing, price, and restaurant atmosphere on repurchase intention. This study aims to analyze the effect of the variables of Instagram content marketing, social media marketing Instagram, price, and restaurant atmosphere on repurchase intention in restaurants and bars. The research method used is a causal research method. This research method is used to test whether a variable causes changes in other variables or not. This research was conducted on 384 consumers at restaurants and bars in South Jakarta. Respondents were selected from the sample of interest and data were collected using a Likert Scale questionnaire which was distributed online and offline. PLSSEM was used to analyze the data. The results show that Instagram content marketing, Instagram social media marketing, price, and restaurant atmosphere affect repurchase intention at Restaurants and Bars in South Jakarta positively and significantly, so there are no variables that have no effect. Further research can be carried out with qualitative analysis using the interview method to find out more about the reasons for consumers to repurchase.

PENGARUH GREEN MARKETING DAN STORE ATMOSPHERE TERHADAP PURCHASE DECISION DI RESTORAN FAST FOOD

This study aims to determine how much influence green marketing and store atmosphere have on purchasing decisions in the millennial generation at global fast food restaurants in Indonesia. The problem in this study is the existence of a new policy carried out by fast food restaurants to reduce plastic waste through the green marketing process. In addition to this, the millennial generation of consumers who come to fast food restaurants not only enjoy the food served but also to enjoy the restaurant atmosphere (store atmosphere).This research uses multiple linear regression method. The results of the analysis show that green marketing partially has a positive and significant effect on purchasing decisions, where the t-test significance value is 0.020 (<0.05) and the regression coefficient has a positive value of 0.188. Store atmosphere partially positive and significant effect on purchasing decisions, where the significance value of the t-test is 0.005 (<0.05) and the regression coefficient has a positive value of 0.255.Keywords: Green Marketing, Store Atmosphere, Purchase Decision.

Design of experiments meets immersive environment: Optimising eating atmosphere using artificial neural network

Design of experiments (DOE) is a family of statistical tools commonly used in food science to optimise recipes and facilitate new food development. In a novel cross-disciplinary twist, we propose to adapt DOE approach to the optimisation of restaurant atmosphere. In this study, an artificial neural network (ANN) with particle swarm optimisation algorithm (PSO; hereafter ANN-PSO) was selected and compared with classical Response Surface Method (RSM) as ANN-PSO has been reported to yield better reliability and predictability compared to RSM. Recent research has increasingly demonstrated that perceived food quality, enjoyment, and willingness to pay are influenced by contextual factors such as lighting, decoration, and background noise/music. Moreover, virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years, presents a new way to study scenarios which may be otherwise too expensive/implausible to test in real life this includes delivering immersive environment. We hereby demonstrate a novel proof-of-concept study by varying the degree of illumination and of background sound level in an immersive restaurant setup. Participants (N = 283) watched immersive 360° videos while rating situational appropriateness and food wanting for two different dishes in various ambient conditions as determined by DOE's Central Composite Design (CCD). Participants did not actually consume the foods but rather only viewed them. Optimal restaurant lighting and sound levels were then estimated using ANN-PSO model which was found to be at 289 lux and −21.38 Loudness Unit Full Scale (LUFS) for burger and 186.9 lux and −30 LUFS for pizza. While the results of our study are of obvious interest to those in the hospitality industry, this work further highlights the transferability of methods across different disciplines and the applicability of time-tested methods to new emerging areas.

The relationship between restaurant atmospheric and customer satisfaction: Malaysian restaurants contexts

Although the literature has established a selection of atmospheric combinations such as restaurant elements, layout, ambience, and space design, restaurant atmospherics studies remain scarce in Malaysia. Limited studies were found to examine the overall relationship of restaurant atmospherics and employee factor as a moderating effect on customer satisfaction. This study examined the restaurant atmospherics attributes and the moderating effect of employee factor on customer satisfaction. This study used the quantitative method and, questionnaires were distributed to 320 respondents dining in the restaurants in the Bukit Bintang area, Kuala Lumpur. The results were then analysed using SPSS and, it was found that the employee factor does not moderate the relationship between restaurant atmospherics and customer satisfaction. However, the study found that physical environment, ambience, and spatial layouts significantly impact customer satisfaction. Next, the limitation, recommendation, and implications of the study were suggested for future research.

PENGARUH KUALITAS PELAYANAN, SUASANA RESTO DAN HARGA TERHADAP KEPUASAN PELANGGAN

A very important role for a trading or service company is marketing. An attractive marketing strategy is to be able to maintain advantages, improve the quality of products and services as well as prices that are appropriate in the eyes of customers. In order to maintain the business cycle, service companies must pay attention to the quality of service and the atmosphere of the restaurant so that customers feel comfortable. The type of research used is descriptive research. This research was conducted on 100 respondents of Sushi Tei Ciputra World Surabaya customers. The sampling technique used in this study is the incidental technique. The data analysis techniques used are (1) validity and reliability test of the questionnaire items, (2) multiple linear regression test. Then the regression model is tested for the hypothesis that is simultaneously (F test), partially (t test) and the dominant variable. This study aims to explain the causal relationship between service quality factors, restaurant atmosphere factors and price factors on customer satisfaction through hypothesis testing. Based on hypothesis testing, it was obtained that simultaneously the service quality factor, restaurant atmosphere factor and price factor had an influence on customer satisfaction of 14.394. And when viewed from the Adjusted R Square that is equal to 28.9%, while based on the t test (partially) the component of the service quality variable that dominantly affects customer satisfaction is 0.450.