Civil Engineering and Architecture Vol. 8(5), pp. 1019 - 1027
DOI: 10.13189/cea.2020.080528
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Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification

Sadia Farooq ¹, Faiza Zubair ², Mohammad Arif Kamal ^3,*
1 Department of Science, University of Home Economics, Pakistan
² Department of Family and Consumer Sciences, University of Home Economics, Pakistan
³ Architecture Section, Aligarh Muslim University, India

ABSTRACT

This study introduces an investigation into the effect of ambience on customer's gratification at the restaurants where numerous regular alterations in color, layout, light, aroma, cooling temperature, décor etc. are being done. Restaurateurs' goal is always to generate income for which they do alterations in their buildings' interiors. Relationship between customer gratification and three ambiences' features color, light and cooling is observed in two restaurants, named, Lahore View and Jasmine restaurants situated in Shalimar Tower Hotel, Lahore. A sample of 354 customers from these two restaurants was taken. The correlation coefficient between the income and dine in frequency was found to be highly significant leading to the conclusion that as income increases the dining frequency also increased. Associations between customer's satisfaction and demographic feature like income and gender were also studied, which were found statistically insignificant. To analyze the impact of ambient color, light and cooling on customer's gratification, a binary logistic regression model is applied with color, light and cooling factors as predictors. The regression was found to be highly significant with significant model parameters leading to the conclusion that color, cooling and lightning improvements can help in increasing customer's satisfaction which will eventually lead to the increase revenue generation.

KEYWORDS
Interior Design, Restaurants, Ambience, Customer Gratification

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Sadia Farooq , Faiza Zubair , Mohammad Arif Kamal , "Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification," Civil Engineering and Architecture, Vol. 8, No. 5, pp. 1019 - 1027, 2020. DOI: 10.13189/cea.2020.080528.

(b). APA Format:
Sadia Farooq , Faiza Zubair , Mohammad Arif Kamal (2020). Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification. Civil Engineering and Architecture, 8(5), 1019 - 1027. DOI: 10.13189/cea.2020.080528.