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      Restaurant’s Atmospheric Elements: What the customer wants

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      Journal of ASIAN Behavioural Studies

      e-IPH Ltd.

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          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. Keywords: Restaurant atmosphere, customer behaviour, youth © 2017 The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

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          Author and article information

          Journal
          Journal of ASIAN Behavioural Studies
          jABs
          e-IPH Ltd.
          2514-7528
          April 01 2017
          April 01 2017
          : 2
          : 3
          : 85
          Article
          10.21834/jabs.v2i2.182
          © 2017

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc-nd/4.0/

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