Chapter 5: Discussion of the relationship between restaurant services cape with customer satisfaction and behaviour

Moreover, for the creation of a positive attitude in the customers; the hotel business image; there is the need of servicescape components, especially in the case of the Ahimsa vegetarian buffet restaurant because customers are specific and choosy in this way, and they need more care as compared to the other customer who have variety in the market. In addition, the restaurants need to pay attention to the effect of servicescape including trends and fashions components as it could positively impact on their image.

The research considered that products and services need to keep updated by the restaurant for the benefits and positive intentions to the customers. However, buying products and services of customer’s choice also has a positive impact on the customer's mind, it is an attractive component. The research focused on the competitive advantage as well while examining servicescape and it is known that if all the aspects related to hospitality are addressed by the restaurant to the customer then there could be a positive impact on the customer's mind. However, by focusing on the detail in the present study, it is also known that there should be a positive understanding of the components considering the aspects of the hotel businesses. Hotel managers and researchers also play a positive role while providing the services to the client because, in this way, restaurant s can better address the needs of the customer based on their demands.

Moreover, a restaurant in such businesses as Ahimsa vegetarian should focus on the consumption and local food purchase for the customers as there should be positivity and better respond to the client's needs or wants. For the effectiveness of the business, the customers need to provide the facilities from every aspect as food and beverage is the basic need of every customer. The research also focuses on the restaurant ambiance that is also a very important factor to create a positive image in the restaurant because if it is good then customers can be more comfortable and they will come again. However, providing the best ambiance to the customers can be very helpful to any business as they would be retained and according to the expectations of the guest.

In the current research; there is also focus on the capabilities of the kitchen based on the restaurant servicescape services in the Ahimsa vegetarian buffet restaurant. However, it is known that if in the kitchen there are ingredients according to the desire of the customers, then customers can be satisfied. However, servicescape aspects can be very wide as it includes the exterior of the facility also, thus, there are providers of services in the Servicescape that should be positively concerned with the business as it is known that if it is positively focused then there could be better involvement of the customer, they can be retained and they given values to the restaurant. Consequently, the current research also examines the relationship between customer satisfaction as well as the ambient conditions of the restaurant that are Ahimsa vegetarian buffet restaurant. The positive relationship of such an aspect is known because if the restaurant efficiently caters to the need of the customers then customers can be retained for the long-term.

However, the current research examined the relationship between customer satisfaction as well as space/function in Ahimsa vegetarian buffet restaurant and at this aspect positive relationship is known as according to Kotler (1973) the atmosphere is perceived customer quality of the environment space, in order to increase the probability of restaurant purchase the space help to generate specific emotional effects in the buyer. However, the atmosphere such as music, temperature and aroma and the appearance of employees to customers' emotional reaction "produced the most significant impact on the customers. Another research 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 the first impression.

The current research examined the relationship between signs, symbols/artifacts and customer satisfaction in Ahimsa vegetarian buffet at this aspect positive relationship is known as Zeithaml and Bitner (2003) explains symbols to convey the workpiece is especially significant for new service ideas and create a first impression. The project can promote customers; as dimension and appearance are important to make the customers happy and there can be gladness and comfort in this way. However, it is also known that if a restaurant focuses on soft lighting to communicate the symbolical meaning of full service and comparatively high prices. The current research examined the relationship between customer satisfaction and positive customer behavior in Ahimsa vegetarian buffet restaurant; once again at this aspect, a positive relationship is known as Zeithaml&Bitner (2003) focused on such aspects that the satisfaction of the judgment of the product or service features, and provides a pleasant level consumption-concerned fulfillment. In the literature review, another point considering customer satisfaction is defined as the purchase decision on the purchase of assessments determined. Pizam and Ellis's (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.

Regarding the three independent variables namely ambient conditions, space/function, and signs, symbols and artefacts it is known that these three has the positive impact on the customers satisfaction at the restaurants services. However, about the ambient conditions it is focused that there could be highest influence on the emotions of the customers. As reserve conducted by KisangRyuand Heesup Han (2010) focused on the effectiveness of the physical environment that has been considered as an essential determinant of customer psychology. In the context of restaurants, effective spatial layout would also able to facilitate the completion of hedonic requirements.

However, regarding teh space/function it is focused by the HeesupHan and KisangRyu(2009) that there can be certain excitement level or else arousal to the service experience in the restaurants when the space is good or when there are efficient services of rooms to facilitate exploration along with the stimulation to the physical environment. Moreover, customer could get the level of excitement when they are getting facilities according to the desires. Moreover, if furniture items are comfortable, according to the desire of the customers then it can facilitate the delight and comfort for the entire customers, and then there could be positive impression among all of the customers and they can get the positive atmospheric component in dining experience. For Ahimsa vegetarian there is need to focus on the food purchase and ingredients of the customer’s choice for the effectiveness of the business, and there could be facilities in this way.

However, regarding the signs, symbols and artefacts it is focused by the Hanks, Line, and Woody Kim (2017) that signs, symbols can create the specific image in the customer mid due to the interior and exterior that is included in interior design might also serve to improve the apparent quality of the servicescape. However, customers can be more comfortable in this way and can show appropriate behavior in restaurant so it provide benefits to the servicescape and might also serve as a symbolic function.

As a discussion, it is need to be noticed that restaurant servicescape and the level of the customer satisfaction and behavior can impact on the customers as customers could be satisfied by the services in the better and as a result restaurants or business can get the satisfaction. Moreover through the primary, as well as the secondary analysis, it is known that identified three independent variables namely ambient conditions, space/function, and signs, symbols and artefacts has positive relationship with the dependent variable is customer satisfaction and positive customer behavior and this all four hypotheses are proved as; there is a positive relationship between ambient conditions and customer satisfaction, there is a positive relationship between space/function and customer satisfaction. Consequently that there is a positive relationship between signs, symbols/artefacts and customer satisfaction and there is a positive relationship between customer satisfaction and positive customer behavior.

As a restaurant servicescape aspect there is need to focus on creating the positive image of the brand or the restaurant in the consumer mind. As studied that vegetarian customers has the own mind and own choice of food so there is the need to provide the best ambiance, best taste of their choices to the customers that can be very helpful to any business. Involving customer in suggestions to improve can also create the positive impact on the customer's mind because in this way, customers will not move to the competitors brand or there will be no or less switching. Through involving customers in suggestions can help the restaurants to focus on their needs and then they can be retained for the long-term.

Chapter 6: Conclusion and Recommendations of the relationship between restaurant services cape with customer satisfaction and behaviour