Durgesh Agnihotri, (2018) has stated in his study the servicescape concepts has been developed and introduced by great researcher Booms and Bitner (1981) in order to represent the physical environments totality along with its services establishments and the servicescapes has becomes the one of the major components in the hospitality industry. There are the several researchers who have defined the servicesceapes as the major objectives for the customer satisfaction in the restaurants business. It also includes the objectives of the entire physical factors, which can control according to the performances of the firms. It requires for the forms in order to enhance actions of the customers and employees.

Therefore, there are the several researchers who have observed that lighting and colours have significant impacts on the customer satisfaction. It also includes the services provider and their satisfaction levels. They have suggested strongly lighting and colours are considered as the major part of the servicescape and physical environments. There are the numbers of the researcher who have evaluates the association among the shopping behaviour and manipulation of the servicescape and they are emphasizing on the betterment of the physical environments of the restaurants in order to enhance the level of the customers satisfaction. The physical environments of the restaurants can be the success factors for creating the positive behaviour of the customers. In the business of the service delivery, the role of the servicescape in very important and it can be the essential elements for enhancing the customer satisfaction level.

The servicescape is defined as the environment that is required for catching the attention of the customers for providing the good services in order to create the positive behaviours of the customers (Durgesh Agnihotri, 2018).

Voon, (2012 ) has stated the servicescape is usually referred as the tangibles of the restaurants that has also been found for affecting the evaluations of the service quality of the customers and it also includes the post purchase behaviours of the customers. The comprehensive model  had also presented for the evaluating and understanding the physical surroundings of the restaurants as well service organization by which behaviours of the customers can be influenced easily. It also includes the various dimensions such as music, noise and ambient conditions if the restaurants. The servicescape are also contains on the spatial layout, lighting, temperature and the arrangements of the furniture is the one of the special parts of the servicescape in the restaurant industry. According to the few researchers of the markets signage, decore, symbols, artefacts and equipment’s are the parts of the servicescape. The managements of the restaurants are focusing on the quality of the services cape. Few of the authors has finalize the concepts of the servicescape by defining it as intangible nature of the services which can leads the consumers for making cognitive measurements of the service quality which is based upon the extrinsic cues and founded in servicescape  (Mark S. Rosenbaum, 2011). The physical environments can affects the physical movements and comforts of the customers. According to the contrary concepts, it has been founded that the servicescape had little bit impacts on the customer’s positive behaviours and customer’s satisfaction. It had small impacts on the customer’s loyalty for the restaurants and satisfaction of the customers (Voon, 2012 ).

Ambient conditions:

The atmosphere is perceived customer quality of the environment space (Jang and Liu, 2008). According to Kotler (1973) said that awareness designed space to generate specific emotional effects in the buyer, thereby increasing the probability of their purchase. Atmosphere by a series of elements, such as light, music, scents and colors. Environmental psychology research shows that the atmosphere of customer attitudes, emotions and behaviors have a great impact. Ryu and Jang (2007) found that the atmosphere such as music, temperature and aroma and the appearance of employees to customers' emotional reaction "produced the most significant impact, which in turn affects the behavior of customers’ postprandial intent. Zeithaml&Bitner (2003) said the environmental conditions include restaurant dining environment background characteristics, such as interior layout, exterior layout, sense, lighting and music. Wakefield and Blodgett (1994) pointed out that if customers are not satisfied with the environmental conditions, may not return to the restaurant. Environmental factors that profoundly affect people's perception of the specific atmosphere of the restaurant, thinking and evaluation.

According to Chiguvi (2017), the ambient conditions are able to influence the customers’ satisfaction. The ambient conditions in the restaurant could trigger either a positive or a negativeimpact on the customer satisfaction. Moreover, theauthorhas also explained that ambient settings is considered as a factor that able to affect the human’s perceptions and responses toward the environment itself. In addition to this, ambient conditions also mentioned to cover up an array of background appearances of the environment, for example like lighting, temperature, music, noise, as well as fragrance in a dining room. Among all of the human senses, the olfactory sense, which defines as a smell sense, has the highest influence on the emotions of the customers. In addition to this, certain scent incites basic emotional reactions due to the olfactory lobe is really a part of the limbic structure. Accordingly, the humans’ nose is directly linked to the olfactory lobe and also the limbic structure as well(Chiguvi, 2017).

KisangRyu and Heesup Han (2010) also stated that the physical environment has been considered as an essential determinant of customer psychology (such as satisfaction and disconfirmation) along with the behaviour at the time a service is consumed mainly for hedonic drives and also when the customers employ enough to lengthy periods within the atmospheric space. In the context of restaurants, the customers might spend more than two hours, and they might able to sense the physical atmosphere intentionally and unintentionally right from before, during, as well as after the meal has completed.Besides than food and service, a delight physical setting of restaurants (e.g., stylish interior and design, nice music, amazing lighting, ambient fragrance, table setting, along with the staff’s service) must determine to a wide extent of the overall satisfaction’s degree of customers along with their loyally as well(Ryu & Han, 2010).

Lightening: According to Quartier, (2014) lighting takes into account several variables: brightness, contrast, glare and sparkle, decorative lighting and lighting installation. They explain in their article that lighting cannot only influence emotions, moods, and cognition but also the atmosphere and the spatial impression. Some studies show that customers are drawn toward the light but also that light can draw the attention to particular products. Indeed according to Quartier, Vanri and Van Cleempoel, (2014) lighting can increase the attractiveness of a product in a store (Quartier, 2014).

Music: Musicscape is a term used by several resaerchers to talk about the musical environment; it is an important part of numerous studies in the retail and restaurant environment context.

Space/function:

One element of the restaurant atmosphere is the spatial layout. It refers to the layout implement, furniture and facilities, the dimension and appearance of these items, and the spatial connection between them (Zeithaml&Bitner, 2003). At the same time, this feature means that the ability of these projects to promote customers' gladness and comfort. For example, effective layout and capability will provide easy access and exit, and access to the bathroom and other areas more accessible. According Heung and Gu (2012) believes that a well-designed restaurant helps avoid overcrowding, to create a positive impression on the customers in the restaurant, it is considered to enhance the dining experience of key atmospheric elements. The appearance of the restaurant to the customer left a first impression.

The appearance of the restaurant will not only invite and draw guests’ attention for dinner, but also affect their dining experience (Rande, 1995, Jordaan&Prinsloo, 2001). For details, when the customer approached the restaurant, they will carefully inspect its exterior and parking area, which determines the safety of the restaurant. Customers also concerned about the appearance of attraction and restaurant maintenance, including the color of the building, windows, curtains, entry type and flowers (Jordaan&Prinsloo, 2001). Here is the burning sign outside the restaurant and the paint peeling of the old customers may reduce the overall operation of the building. (Rande, 1995).

HeesupHan and KisangRyu(2009) proposed that spatial layout denotes tie the method in which the entire objects (furnishing) are organized properly in the environment. Research has also mentioned an effective spatial layout would also able to facilitate the completion of hedonic requirements. Spatial layout that able to make the people to feel limited might have direct impact on the customer quality ideas, the level of excitement, besides than indirectly impact on their desire to return back to the place. This suggests that the service or retail amenities that are particularly constructed to add certain excitement level or else arousal to the service experience in the restaurants must provide plenty rooms to facilitate exploration along with the stimulation to the physical environment(Han & Ryu, 2009).

Moreover, Omar, Ariffin, and Ahmad(2015) stated that spatial layout which refers to the way of how the furniture are arranged, the design and size of this furniture, along with the spatial interactions between them. On the other hand, functionality defines as the capability of those furniture items to facilitate the delight and comfort for the entire customers. The authors also mentioned that a restaurant with an excellent layout would able to help in avoiding overcrowd. As a consequence, would able to create a positive impression among all of the customers, and for this reason, an excellent layout has been frequently considered to be the main atmospheric component in improving the dining experience for the customers(Omar, Ariffin, & Ahmad, 2015).

The impact of placing the appropriate furniture in restaurants according to Lam, Chan, Fong, and Lo (2011) also able to influence the affective response of comfort as well. As a consequence, the customers who are able to feel comfortable would experience more optimistic affective. For this reason, creating such dining environments that would make the customers to feel comfortable has been considered as the main goal of the interior designers in restaurants. An example for the restaurants to follow was mentioned as the seating comfort in casino environment which able to make the customers stay longer in the casino. On the same context of spacing and comforting, the seats in restaurants also influence to make the customers not to only have some quick meals. Instead, they would spend a longer time in the restaurants due to the excellent dining experience that they feel(Lam, Chan, Fong, & Lo, 2011).

Harris and Ezeh (2008) described furnishing as the component that directly influences the presentation and comfort of both the customers and the staff in the servicescape. In fact, investigational approach also have been conductedto highlight that individuals’ valuation of the service quality is, in some measure, depending on their visual versions of the furnishings in restaurants. Moreover, the authors also mentioned that assessments are also associated the physical experiences which has revealed that the comfort has been considered as the most important one for the customers. The authors also have conducted theexperimental approach to highlightthat individuals’ assessment of the service quality is, in part, contingent on their visual interpretations of the furnishings of a context. The internal buildings layout might either restrict or ease the movement of customers in restaurants, and for this reason, able to provoke a sense of crowding or airiness(Harris & Ezeh, 2008).

Signs, symbols and artefacts:

Signs, symbols and artefacts for enhancing certain image artefacts or customers to a desired destination. As the information on the restaurant's send a clear signal in the banner displayed inside and outside the restaurant. Logo can be used as labels (eg. a restaurant name) for directional purposes (eg. entry, exit) and communicated rules of conduct (eg. No smoking, children must be accompanied by an adult). Communication between symbols and artefacts are not as straightforward logo, a hidden clue to the customer about the restaurant. For example, white table cover and soft lighting to communicate symbolical meaning of full service and comparatively high prices. Zeithaml and Bitner (2003) explains symbols to convey the workpiece is especially significant for new service ideas and create a first impression.

            Hanks, Line, and Woody Kim(2017) proposed that signs, symbols, as well as some artefacts also provide a specific image or toward the anticipated destinations. Signs that are presented on both interior and exterior of a restaurant serve as obvious signals that representing the restaurant itself to all of the customers. Besides than the appealing of architectural design facilities, the customers are also able to get the influence from other features of interior design like ornamental signs, pictures, banners, or further fixtures. In fact, these items included in interior design might also serve to improve the apparent quality of the servicescape. Furthermore, signs and symbols denote to corporeal signals that deliver indications or hints meant for manoeuvring purposes, offer information around the appropriate behaviour in servicescape and might also serve as a symbolic function. Certain signs present elementary functions such as providing navigations to a place, meanwhile, other further complicated signs typically communicate throughout common meaning scheme(Hanks, Line, & Kim, 2017).

Music:

Chebat and Dominique Vaillant (2001) have investigated the impact of music background on both the behaviour and satisfaction of the customers in restaurants. The findings specified that music has a capability to control physical element of human rather than other atmospheric elements. In fact, music has been observed as something that influence the responses of customers to the service environments, within a normally positive behaviour. Moreover, noted that playing music within any service environments is similar like adding a positive feature to a product, and for this reason, the outcome would be a further positive appraisal of the environment itself(Chebat, Chebat, & Vaillant, 2001).

Ariffin, Bibon, and Raja Abdullah (2017) claim that since music is considered as the main aspect in setting up the atmospheric in restaurants, then it is essential to note for the restaurants’ owners that the proper style of music would be played to accompany the dining. In addition to this, the authors also have asserted that fast music would able to increase the customers’ reversal in restaurants, while slow music would able to increase the spending amount of the customers. The reason is due to loud or fast music would increase arousal, which simply means that the customers would tent to finish their meal faster. In the same way, slow music would make the customers to drink slowly, eat fewer bites each minute, and would likely makes them to order some desserts as well(Ariffin, Bibon, & Abdullah, 2017).

Moreover, Harris and Ezeh(2008) have proposed in their journal that music is described by as a complicated chemistry that has the capability to affect the human’s moods. In fact, music has turned out to become the main element of customer marketing, both at the purchase point as well as in advertising point. Without a doubt, the authors have highlighted that variations in music would able to affect the individuals’ responses. For this reason, the authors mentioned that music tempo affects the speed of the customers in consuming their meals in restaurants. In addition to this, the author also stated that the greater perception of customers toward the appropriateness of music, the greater intentions of the customers to become loyal to the restaurant(Harris & Ezeh, 2008).

Customer satisfaction:

Zeithaml&Bitner (2003) defined as the satisfaction of the judgment of the product or service features, and provides a pleasant level consumption-concerned fulfillment. Pizam and Ellis (1999) definition of customer "satisfaction" is to get people through attractive products and / or services brought joy and pleasure of hopes and expectations. Choi and Chu (2001) believes that customer satisfaction is the food or the service they get at least a good evaluation is expected. Customer satisfaction is defined as the purchase decision on the purchase of assessments determined.

Oliver (1997) will also be the customer "satisfaction" as "customer satisfaction response, it is delightful or disagreeable meet extent." Satisfaction display reflects the customer's perception of service provider performance status.While customer satisfaction "have different definitions, but the basic fact is that satisfaction is not a unlined substance but a different state or level .Cronin and Taylor (1992) define customer satisfaction is an important factor, because it reports customers' the results of the subjective evaluation of customer value is customer satisfaction transaction or relationship perception, equal to its value relative to price and customer acquisition costs in the perceived quality of service (Hallowell, 1996).

According to Bihamta, Jayashree, Rezaei, Okumus, and RoyaRahimi (2017), one of the furthermost critical components of the entire dining experience is definitelythe food quality. Food quality has been described as the variety of menu, presentation, healthy selections, taste, freshness, as well as temperature. Furthermore, food quality in restaurants has been considered as the fundamental thing that able to influence both satisfaction and loyalty of the customers. In addition to this, the food quality has claimed to be the main determinant for the customers’ perception in considering visiting the restaurant again. Moreover, the main forecaster of the customers’ loyalty in casual dining restaurants has been mentioned to be food quality. Food quality has discovered to have a positive relation with the satisfaction intentions(Bihamta, Jayashree, Rezaei, Okumus, & Rahimi, 2017).

Sabir, Ghafoor, Hafeez, Akhtar, and Asad Ur Rehman(2014) mentioned that there are different variables which able to influence the satisfaction of customers for using the restaurant’ services both directly and indirectly. The variables stated as the price, service quality, and also the restaurants’ environment. These variables are identified as resources that influence the customers to spend more money for these features. In the context of quality, food materials that delivered by the restaurants is quite essential due to it would affect the customers’ mind set and develop satisfaction for the specific food. In the context of price, even though some customers might prefer the inexpensive price for their food, but still, they do realize that the price should be reasonable enough to present the food quality. Finally, in the context of environment, the customers would willing to spend more for the food if they could feel comfortable with the restaurant’s environment(Sabir, Ghafoor, Hafeez, Akhtar, & Rehman, 2014).

Customer behavior:

Behavioral intentions are often used in place of practical behavior (Fishbein and Ajzen 1975). Current research shows that customer satisfaction is a pioneer in behavioral intentions and practical behavior (Westbrook and Oliver 1991). As to re-examine the intentions, it is always concerning to customer satisfaction, restaurant to provide customers with higher satisfaction, higher likelihood of (Han et al.2009) re-examination. Word of mouth (WOM) can also be restricted for consumer goods and services to communicate to consumers. It has a powerful persuasive, especially in terms of information dissemination of new products. According Ennew (2000), WOM is used to depict an energetic or negative verbal exchanges between groups, such as between product providers, single-handed experts, household and friends as well as actual or latent consumers. Among these services, guests depend heavily on recommendations to other people experienced the service. Consumer acceptance of service performance results, they use this info to appearance their expectations and to achieve the desired others by word of mouth. Faithfulness is a positive word of mouth, the intent and want to re-examine the recommendations of the measure, which came from Mattila (2001) and Evanschitzky (2006) and others. Zeithaml (1988) stated that the decision become aware of worth plays an major role in consumer purchases, which indicates that behavioral purpose are the result of become aware of worth. When customers feeling a high standard of value from the consumer sensibleness, they tend to convey the author's main dispositions. High-value customers efficient and economical respects of prior experience will be more likely to revisit intention.

            Joshi (2012) has identified that the selection aspects in choosing the favourable restaurants are included the type of food, the food quality, and also the money value. Furthermore, it is also suggested that if the customer would perceive that some restaurants provide similar type of food, equality in the price and food quality, then those customers would see the atmosphere of restaurants to make a final decision. For this reason, it is fair to say that the customers’ behaviour also was influenced by type of food, the food quality, and also the money value that provided by a restaurant. Moreover, the author also has mentioned that the customers’ satisfaction in a high level would able to improve the intentions of the customers to revisit, repurchase, and recommend the restaurants to others(Joshi, 2012).

            Al-Tit (2015) has stated that when customers decide whether to revisit or not, they put the consideration not only from the recent and previous evaluations of the restaurants’ performance. Instead, the author has also evaluated the future anticipations as well. In the context of the relationship between the customer satisfaction and the customer retention, the authors found out that the customer satisfaction has an optimistic effect on the customer retention. In fact, in accordance with intention of customers to repurchase along with WOM or Word of Mouth as parts of customer loyalty, and signified that the customer satisfaction is the main driver to improve the customer retention(Al-Tit, 2015).

References of Literature Review of the relationship between restaurant services cape with customer satisfaction and behaviour

Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 129.

Ariffin, H. F., Bibon, M. F., & Abdullah, R. P. (2017). Restaurant’s Atmospheric Elements: What the customer wants. Journal of ASIAN Behavioural Studies, 85-94.

Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal , 2597-2609.

Chebat, J.-C., Chebat, C. G., & Vaillant, D. (2001). Environmental background music and in-store selling. Journal of Business Research, 115-123.

Chiguvi, D. (2017). Impact of Ambiance Conditions on Customer Satisfaction in the Restaurant Industry; Case Study of Debonairs Pizza Outlets in Botswana. International Journal of Science and Research, 1825-1833.

Durgesh Agnihotri, P. C. (2018). A Study on Impact of Servicescape Dimensions on Perceived Quality of Customer with Special Reference to Restaurant Services in Kanpur. International Journal of Management Studies.

Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of hospitality & tourism research, 487-510.

Hanks, L., Line, N., & Kim, W. G. (2017). The impact of the social servicescape, density, and restaurant type on perceptions of interpersonal service quality. International Journal of Hospitality Management, 35-44.

Harris, L. C., & Ezeh, C. (2008). Servicescape and loyalty intentions: an empirical investigation. European Journal of Marketing, 390-422.

Joshi, N. (2012). A Study on Customer Preference and Satisfaction towards Restaurant in Dehradun City. Global Journal of Management and Business Research.

Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management , 558-567.

Mark S. Rosenbaum, C. M. (2011). An expanded servicescape perspective,. Journal of Service Management, 22(4), 471-490.

Omar, M. S., Ariffin, H. F., & Ahmad, R. (2015). The relationship between restaurant ambience and customers’ satisfaction in Shah Alam Arabic Restaurants, Selangor. International Journal of Administration and Governance, 1-8.

Quartier, K. V. (2014). The mediating role of consumers‟ perception of atmosphere on emotions and behavior. A study to analyze the impact of lighting in food retailing. IBM.

Ryu, K., & Han, H. (2010). Influence of physical environment on disconfirmation, customer satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants.

Sabir, R. I., Ghafoor, O., Hafeez, I., Akhtar, N., & Rehman, A. U. (2014). Factors affecting customers satisfaction in restaurants industry in Pakistan. International Review of Management and Business Research, 869.

Voon, B. H. (2012 ). Role of Service Environment for Restaurants: The Youth Customers’ Perspective . Procedia - Social and Behavioral Sciences , 388 – 395 .