In order to be successful, restaurant operators need to create a pleasant servicescape and provide excellent service to their customers. The servicescape is the physical environment of a service organization where the service transaction occurs. It is composed of some elements such as the colour, music, scent, layout, lighting, and design in a physical environment. There is enough evidence to suggest that the servicescape has a strong impact on consumption experiences. Similarly, most services are characterized by service encounters. That is, the interaction between service staff and customers throughout the entire service process. Therefore, customers evaluate service consumption experiences by paying a lot of attention to both servicescape and employee interactions.
In this field case, restaurant operators need for a deeper understanding of the relative impact of the servicescape (e.g., lighting, temperature, color of the wall, color of the floor, music, theme, comfort level, and the uniqueness of the interior layout and design) and for the service encounters (i.e., the interaction between customers and service staff) on customers' emotions and satisfaction in a restaurant setting.
Matching the restaurant theme with food served, and matching the exterior look with the interior décor have the positive impact on pleasure level, while such impact on arousal was minimal. There is strong evidence in environmental psychology to suggest that human interactions like service encounters are an integral part of the physical environment, yet this idea sometimes has been ignored in consumer behavior.
Some people might not have known about servicescape, so what is servicescape? Servicescape is a totality of ambience and physical environment in which a service occurs, it is also called service setting. It is also a concept to confirm the impact of the physical environment in...