Chapter 1: Introduction of Background to the Study and Overall Research Aim of the relationship between restaurant services cape with customer satisfaction and behaviour

People are always hungry, so they want food. In some cases, they find themselves hungry because there is no time to cook, so they are looking for some local food purchase and consumption provided to them. Food and beverage are one of the basic needs.

Restaurant ambience plays a significant part in building a restaurant positive image, to draw customers’ attention and come to dine. According to Rande, by all the atmosphere of the restaurant first impressive composition, such as exterior design, interior decoration, color style, textures and wall decoration (Rande, 1995). According to Horeco, the atmosphere is a simple decoration, can provide a competitive advantage for the restaurant. The menu should match the concept or theme of restaurant, the atmosphere, the expectations of the guests and the capabilities of the kitchen (Horeco, 2000).

In determining this concept, Wood and Munoz stressed that the choice of restaurant decor, atmosphere and cultural artefacts require more attention (Wood and Munoz, 2008). In addition, Guinness also supports the design of the restaurant, employees, culture and artefacts, food and beverage, music and other entertainment elements are demanded in order to be successful in the restaurant business (Guinness, 2002). Atmosphere lead people to think where they are located will be more cordial and friendly (Omar, Arifin and Ahmad, 2015).

As the restaurant grows year after year, new competitors and increasingly competitive newcomers. Therefore, the restaurant owners need to premeditate more elements that may affect customer satisfaction. Each customer has its own restaurant serving assessment. Customer satisfaction is considered one of the most significant determinants of customer faithfulness. 

The servicescape includes the exterior of the facility (landscape, exterior design, signage, surroundings) and interior (interior design and decoration, equipment, signage, layout) as well as environmental conditions (air quality, temperature and lighting). In addition to affecting the customer's personal behavior, the service environment also affects the nature and quality of customer interaction with employees, the most direct of which is interpersonal service. Companies need to create an atmosphere in the design of the service environment to improve the customer experience and influence buyer behavior when encountering services.

Servicescape refers to the provision of services as well as restaurants and customer interaction environment. Bitner (1992) identified three dimensions of environmental services landscape, including environmental conditions, the space / functionality as well as signs, symbols and artefacts.

The research is based on the understanding of the restaurant servicescape and the level of the customer satisfaction and behavior due to it; as the research focused on the Ahimsa vegetarian buffet restaurant so it is noticed in the research that how the servicescape components have a positive effect on the customer or components related to the behavioral intention.

However, the research through the primary, as well as the secondary analysis, find out that there are re-visiting intention of the customers if they are given good services. However, considering the overall image of the business it is known that if there is a positive and reflective role of employers then customers could get positive image perceptions. The researchers noticed that businesses need to have clear information about their business so that there could be a positive effect of servicescape aspects on the customers. Consequently, if restaurants' behavioral intentions are strong and positive then it could impact the overall image of the restaurant and there could be customers' positive intentions and overall there could be business positively. Through considering the primary as well as the secondary research the individual perspective is known based on the Ahimsa vegetarian buffet restaurant that what are their desires and demands; however if the demand and desires of the customers are addressed properly then there could be benefits and profitability for the businesses.

Price could also be another major concern of the people or the customer so it is also focused in the reasrech that this aspects should effectively considered in order providing the satisfactory services to the customers. However, while catering the restaurant should ensure that servicescape components regarding hotel businesses because efficient production of the product and service can result in customer mind satisfaction and they can desire or urges for more or better services.

Problem statement of the relationship between restaurant services cape with customer satisfaction and behaviour

Due to the rapid growth of the hospitality industry the customer satisfaction and positive behaviours of the customer has become an essential issue. The numbers of the restaurants are providing the extra ordinary services to their valued customers but they are unable to examine how they can enhance the satisfaction level of their customers. The restaurant industry is unable to identify the factors that can be utilized to change the customer behaviours from negative to positive. This study is conduct to examine the factors that are required to enhance the satisfaction level of the customers in the light of the previous concepts and theories of the customer satisfactions.

Research significance of the relationship between restaurant services cape with customer satisfaction and behaviour

This study is significantly contributes in the literature review and previous theories by analysing the various factors of the customer satisfaction and the customer’s positive behaviours. This study contributes in the practices of the policy makers of the hospitality industry and provides the significant ideas for the managements of the restaurants. The role of the servicescapes will interpret in this study. This study explores the importance of the servicescape for the service sectors and hospitality industry. This study contributes in order to discovering the impacts of the servicescape on the customer satisfaction and customer positive behaviours. 

Research Objectives of the relationship between restaurant services cape with customer satisfaction and behaviour

The aim of this study is to examine the relationship between Ahimsa vegetarian buffet restaurant’s servicescape with customer satisfaction and behaviour.

1. To examine the relationship between ambient conditions and customer satisfaction in Ahimsa vegetarian buffet restaurant.

2. To examine the relationship between space/function and customer satisfaction in Ahimsa vegetarian buffet restaurant.

3. To examine the relationship between signs, symbols/artefacts and customer satisfaction in Ahimsa vegetarian buffet restaurant.

4. To examine the relationship between customer satisfaction and positive customer behavior in Ahimsa vegetarian buffet restaurant.

Research questions of the relationship between restaurant services cape with customer satisfaction and behaviour

There are the several research questions that must be answered in the various parts of this study. The major research question of this study is; what is the relationship between Ahimsa vegetarian buffet restaurant’s servicescape with customer satisfaction and behaviour?

·  What is the relationship between ambient conditions and customer satisfaction in Ahimsa vegetarian buffet restaurant?

·  What is the relationship between space/function and customer satisfaction in Ahimsa vegetarian buffet restaurant?

·   What is the relationship between signs, symbols/artefacts and customer satisfaction in Ahimsa vegetarian buffet restaurant?

·   What is the relationship between customer satisfaction and positive customer behavior in Ahimsa vegetarian buffet restaurant?