ISSN: 2222-6990
Open access
The physical environment of a restaurant is vital in building its image and attracting customers to visit and dine in. Attractive exterior and interior designs will entice the customers to visit the establishment and enjoy services provided. The purpose of this study is to identify atmospheric elements and figure out the most influential element of the restaurant physical environment towards customer satisfaction. Previous studies' literature can help fill a gap between research titles and existing studies. Most of the journals and articles are from reliable and trusted sources with sufficient information provided. Technological advancement has led to the vast amounts of data that have been collected, compiled, and archived, which are now easily accessible for research. As a result, utilising the existing data for research has become more prevalent, therefore, secondary-data analysis has been used in this study. The findings and analyses explore the environment of restaurants and the use of physical environment by restaurateurs through customers' reactions. The dimensions of facility aesthetic, ambience, lighting, layout, and table setting have been measured through customer satisfaction. It is found that lighting is the element that mostly and significantly influences customer satisfaction. Thus, restaurant operators should consider providing good lighting in their restaurants in order to gain their customers’ satisfaction while they dine in and attract other potential customers to choose the respective restaurants as places for eating and socialising.
Ali, N., & Abdullah, M. (2012). The food consumption and eating behaviour of Malaysian urbanites: Issues and concerns. Retrieved February 6, 2021, from
https://ejournal.ukm.my/gmjss/article/view/20088
Ariffin, H. F., Bibon, M. F., & Abdullah, R. P. S. R. (2017). Restaurants’ atmospheric elements: What the customer wants. Journal of Asian Behavioral Studies, 2(3), 85-94.
Ariffin, H. F., Bibon, M. F., & Abdullah, R. P. S. R. (2012). Restaurant's atmospheric elements: What the customer wants. Procedia-Social and Behavioral Sciences, 38, 380–387. doi: 10.1016/j.sbspro.2012.03.360.
Baron, R. A. (1990). Lighting as a source of positive affect. Progressive Architecture 71, 123–124.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customersand employees. Journal of Marketing, 56 (2), 57-71.
Canny, I. U. (2014). Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5 (1)
Cetinsoz, B. (2019). Influence of Physical Environment on Customer Satisfaction and Loyalty in Upscale Restaurants. Journal of Tourism and Gastronomy Studies, 7(2), 700-716. doi: 10.21325/jotags.2019.387
Day, R. (1984) ‘Modeling choices among alternative responses to dissatisfaction’, Advances in Consumer Research, 11, 496–499.
Doolan, D. M., & Froelicher, E. S. (2009). Using an existing data set to answer new research
questions: A methodological review. Research and Theory for Nursing Practice: An
International Journal, 23(3), 203-215. doi:10.1891/1541-6577.23.3.203
Githiri, M. (2016). Influence of Physical Environment on Customer Satisfaction and Return Intention in Kenyan Rated Restaurants. Asian Journal of Social Science Studies, 2(1), 11. doi: 10.20849/ajsss. v2i1.82
Han, H. S., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the family restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Hendriyani, I. (2018). The Importance of Physical Environment for Guest at Restaurants in Bali. J. of Tourism and Hospitality Management, 6(3). doi: 10.17265/2328-2169/2018.06.004
Johnston, M. P. (2017). Secondary data analysis: A method of which the time has come. Qualitative and quantitative methods in libraries, 3(3), 619-626.
Kim, W. G., Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28, 144- 156.
Kurtich, J., Eakin, G. (1993). Interior Architecture. Van Nostrand Reinhold, New York, NY.
Oliver, R. L. (1997) Satisfaction: A Behavioral Perspective on the Consumer, McGraw- Hill, New York.
Guzel, O. S., & Dincer, M. (2018). The Effect of Restaurant s Physical Environment on Perceived Value, Customer Satisfaction and Loyalty: Case of Istanbul. Journal of Tourism and Gastronomy Studies, 6(4), 626-643. Doi: 10.21325/Jotags.2018.327
Ryu, K., & Han, H. (2011). New or Repeat Customers: How Does Physical Environment Influence Their Restaurant Experience? International Journal of Hospitality Management, 30, 599–611. Doi: 10.1016/J.Ijhm.2010.11.004.
Ryu, K., Jang, S. (2008). DINESCAPE: A Scale for Customers' Perception of Dining Environments. Journal of Foodservice Business Research, 11 (1), 2-22.
Ryu, K., Jang, S. (2007). The Effect of Environmental Perceptions on Behavioral Intentions Through Emotions: The Case of Upscale Restaurants, Journal of Hospitality & Tourism Research, 31 (1), 56-72.
Shah, K. (2018). The Relationship between Ambient Lighting Color and Hotel Bar Customer Purchase Behavior and Satisfaction. Graduate Theses and Dissertations.
https://scholarcommons.usf.edu/etd/7569
Tuzunkan, D., Albayrak, A. (2016). The Importance of Restaurant Physical Environment for Turkish Customers. Journal of Tourism Research & Hospitality, 5 (1), 1-7.
Unal, S., Akkus, G., & Akkus, Ç. (2014). Yiyecek ?çecek ??letmelerinde Atmosfer, Duygu, Memnuniyet ve Davran??sal Sadakat ?li?kisi. Gazi Üniversitesi Turizm Fakültesi Dergisi, 1, 23-49.
In-Text Citation: (Ngah et al., 2022)
To Cite this Article: Ngah, H. C., Rosli, N. F. M., Lotpi, M. H. M., Samsudin, A., & Anuar, J. (2022). A Review on the Elements of Restaurant Physical Environment towards Customer Satisfaction. International Journal of Academic Research in Business and Social Sciences, 12(11), 818 – 828.
Copyright: © 2022 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode