Civil Engineering and Architecture 8(5): 1019-1027, 2020 http://www.hrpub.

org
DOI: 10.13189/cea.2020.080528

Analysis of Interior Design of Restaurants with

Reference to Ambience and Customer Gratification
Sadia Farooq1, Faiza Zubair2, Mohammad Arif Kamal3,*

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

Received July 30, 2020; Revised August 31, 2020; Accepted September 29, 2020

Cite This Paper in the following Citation Styles

(a): [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): 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.
Copyright©2020 by authors, all rights reserved. Authors agree that this article remains permanently open access under
the terms of the Creative Commons Attribution License 4.0 International License

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 1. Introduction
being done. Restaurateurs’ goal is always to generate
The Customer gratification is for the most part
income for which they do alterations in their buildings’
associated with service feature in the eatery business [1]
interiors. Relationship between customer gratification and
instead of worrying on ambience of the spot. The
three ambiences’ features color, light and cooling is
restaurateurs have a demand to clarify this gap in
observed in two restaurants, named, Lahore View and
researches, to analyze the impact of ambience on
Jasmine restaurants situated in Shalimar Tower Hotel,
customers’ gratification because most of the people do not
Lahore. A sample of 354 customers from these two
consider ambience a factor to increase revenue even it is.
restaurants was taken. The correlation coefficient between
The studies in relation to customer gratification, ambience
the income and dine in frequency was found to be highly
and revenue are limited [2]. Ambience can include a wide
significant leading to the conclusion that as income
range of features such as exterior and interior layout, color,
increases the dining frequency also increased. Associations
light, temperature, music, odor [3][4][5][6][7][8]. Most of
between customer’s satisfaction and demographic feature
researchers like Oliver, Kivela, Jordaan, Prinsloo, Choi,
like income and gender were also studied, which were
Chu and Park agreed that customer gratification is
found statistically insignificant. To analyze the impact of
important to restaurateurs because patron return depends
ambient color, light and cooling on customer’s gratification,
on it, repetition in discussions, recommendations and
a binary logistic regression model is applied with color,
revenue generation. The dimensions of ambient features,
light and cooling factors as predictors. The regression was
color, light, and cooling were researched and discussed,
found to be highly significant with significant model
separately [9][10][11][12][13].
parameters leading to the conclusion that color, cooling
The Restaurateurs may stress on continually changing
and lightning improvements can help in increasing
the design of the restaurants including colors, light, cooling,
customer’s satisfaction which will eventually lead to the
increase revenue generation. and employee’s style but the impact of the alterations on
ultimate users is also not extensively or entirely
Keywords Interior Design, Restaurants, Ambience, documented [14]. There were a number of restaurants in
Customer Gratification Lahore which are struggling to compete in the market, they
1020 Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification

not only stress on the quality of food but also prefer the A restaurant, appropriate light is required to look at the
ambience to attract customers. The two restaurants present food at its best by the customer. The conclusion is that all
in Shalimar Tower hotel, were selected, named, Jasmine efforts are for the customer to be satisfied [25][26].
restaurant and Lahore View restaurant. The reason to select Therefore, the restaurant required to light each table
the restaurants was the alterations were regularly being individually, to create its own ambience [27]. Light can
made in the interiors of the restaurants but not being make the place cool and calm for the enjoyment of the
analyzed. The objectives were set to find out the services and experience. Customers speak more politely
connection between customer gratification and ambient and delicately when lights are dim [28]. Light can be one of
factors such as color, light and cooling, given below: the most dominant physical features which influence the
 To analyze the impact of demographic characteristics most in the restaurants [29]. Light is also the impression
on customer’s satisfaction. which a restaurateur wants to create [27]. The light can
 To find out the relationship between color, cooling distinguish the place to have a unique experience than in
and lights in the restaurants on customers’ any other place. The pioneer of the light research, Flynn,
gratification. Hendrick, Spencer, Martyniuk, investigated the impact of
light on customer feelings and attitude so that light will
play a role as an ambient attribute [30][31][32].
2. Literature Review
2.4. Customer Gratification and Ambient Cooling
The literature is all about the ambient features and their
The challenge of maintaining a business includes diverse
linkage to the customer gratification.
temperature and individuals' varying desires which must be
understood and accomplished [26]. There are a lot of
2.1. Customer Gratification and Ambient Conditions requirement in a restaurant such as proper ventilation,
water purification, appropriate temperature etc. but the
The customer gratification is a relationship between result must be in form of satisfied diners with appropriate
professional benefits and administrative strategies to fulfil ambience. The constant temperature can provide a
customer demands. Increasing significant level of client consistent patron behavior [26]. Restaurateurs use air
satisfaction is critical to organizations in light of the fact conditioning method to maintain the temperature of
that fulfilled clients and to utilize a wide scope of restaurant. The temperature imbalance can damage the
administration [15][16][17][18]. Customers are the sole overall impact of a restaurant because the customers would
explanation behind the presence of business foundations not like too hot or cold according to climate outside and can
[19]. Lim suggests that, clients’ final gratification can have eventually damage the restaurant image. These outcomes
critical impact associated with ambient conditions inside in lost revenue, in this manner, the parity must be
the eating place [20]. Researchers have distinguished accomplished through cooling. Huang et al explored on the
ambient settings as a condition that influence impression of impacts of surrounding cooling on item inclinations and
human reactions related to surroundings [21][22]. budgetary basic leadership. Results featured that agreeable
Surrounding conditions envelop a variety of foundation encompassing cooling impact shopper inclination for
qualities of the earth, for example, design, temperature, similarity. Clients have no indistinguishable physical and
color, light, commotion, music, and aroma [3][4][5]. enthusiastic marks, in this way, restaurateurs should locate
a shared belief where the larger number is content. This can
2.2. Customer Gratification and Ambient Color result in the loss of revenue or profit. The uniformity is
required through constant temperature studied the effects
The utilization of appropriate colors in interiors of a of ambient low or required temperature to be preferred on
restaurant can make the place practically feasible and items’ likeness and money decisions. The results
acceptable to the customer and can impact of restaurant highlighted that the constant temperature provides comfort
incomings [23]. Bright colors, in general impress and to the customers and impact on their preferences.
arouse emotions while deep warm and casual light shades Customers are always not satisfied on one choice which
appear to advance leisure and repose [24]. The hues are seems difficult to achieve but restaurateurs must stress on
differentiated into hot and light colors like red, orange and the preferences of majority of the people [33].
yellow are considered to be hot while cool colors are green,
blue and violet. Hot colors show people, the imprint of hot
agreeable conditions [11]. The cool colors also, make 3. Research Methodology
comfortable places which contribute in customer The causal research design was studied to find out the
appreciation [23]. cause and effect relationship of customer gratification and
ambience [34]. The population was the customers of all the
2.3. Customer Gratification and Ambient Light restaurants who offer regular alterations in their interior
 Civil Engineering and Architecture 8(5): 1019-1027, 2020 1021

design along with food quality or service, to welcome and

increase their customers and ultimately to increase revenue.
Two restaurants, named, restaurant 1, Lahore View (Fig 1)
and restaurant 2, Jasmine (Fig 2) situated in Shalimar
Tower Hotel, Lahore were selected. The ambience which is
showing interior elements, furniture, color scheme,
lighting (Fig. 3,4,5,6) and even air conditioning unit is
visible (Fig 2,6) in below given pictures. The technique
used for the study was Simple Random Sampling
Technique. The sample size was 354.

Figure 4. Restaurant 2 with Chandeliers

Figure 1. Restaurant 1 Furniture and Ambience

Figure 5. Restaurant 1 in White Light

Figure 2. Restaurant 2 Furniture and Ambience

Figure 6. Restaurant 2 in White Lighting

Personally, administered closed ended questionnaires

were given to assemble first hand data. The questionnaire
was taken from Omar et al and Ayaz amendments were
incorporated according to the study. Five-point Likert
scales were chosen to measure constructs, customer
gratification, c o l o r , light, and temperature [5] [6]. Each
feature included four items. Statistical Package for Social
Figure 3. Restaurant 1 with Rope Lighting Sciences (SPSS) version 16 was used to carry out the
Analysis with these three basic hypotheses
1022 Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification

1: Null hypothesis: There is no correlation between gratification and cooling has an AVE of 0.649 and 0.771
income and age of customers and dine in frequency which is clearly higher than the value of their combined R
Alternative hypothesis/: There is significant correlation square. Similarly, on pair wise comparisons, it can be
between income and age of customers and dine in easily seen that the AVE for the constructs is higher than
frequency the R square values of two constructs. This ensures that the
2: Null hypothesis: There is no association between questionnaire has discriminant validity.
demographic characteristics (gender/income) and
Table 2. R square values of customer gratification, ambient color, light
customer’s gratification and cooling
Alternative hypothesis: There is significant association
Customer
between demographic characteristics (gender/income) and Variables
Gratification
AC AL AC
customer’s gratification. CG 1
3: Null hypothesis: Cooling, Color and Lightning in
AC 0.812 1
restaurant have no significant impact on customer’s
gratification AL 0.701 0.449 1
Alternative hypothesis: Cooling, Color and Lightning in A CL 0.649 0.456 0.278 1
restaurant have significant impact on customer’s
gratification
5. Demographic Characteristics
4. Data Analysis and Interpretations The sample of 354 customers had the following
demographic characteristics
The data analysis is represented in tabular form, where
the customer gratification was dependent variable and Table 3. Gender Distribution of the Respondents
color, light and cooling were independent variables. Some Gender Frequency Percentage (%)
of the abbreviations are assigned to the constructs in tables, Female 167 47.2
given below:
Male 187 52.8
Customer Gratification = CG, Ambient Color= AC,
Ambient Light= AL, Ambient Cooling=ACL Total 354 100.0

The table 3 is indicates that there were 47.2% males and

4.1. Reliability and Validity Test 52.8% females in the sample, who participated as
The first step was to test the reliability and validity of the respondents.
questionnaire, the value of Cronbach’s alpha and the Table 4. Income Distribution of the Respondents
reliability coefficients were obtained as under:
Income Level Frequency Percentage (%)
Table 1. Test for Reliability of Questionnaire Low income 20 5.6
Cronbach’s Average Variance Middle income 203 57.3
Constructs
coefficient Extracted
High Income 131 37.0
CG 0.757 0.853
Total 354 100.0
Color 0.823 0.845
Light 0.780 0.723 ‘The Table 4 indicates that 57.3% of the respondents
Cooling 0.746 0.771 were belonging to the middle-income group while 37%
belonged to higher income and only 5.6% were from lower
Table 1 indicates the value of Cronbach’s alpha for each income group.
construct which is greater than 0.7, so the questionnaire
Table 5. Age Distribution of the Respondents
was found to be a reliable one.
Then validity of the questionnaire was tested. For Age Level Frequency Percentage (%)
construct validity the average variance extracted (AVE) 15-25 75 21.2
from all constructs, exceeded the minimum criterion of
25-35 101 28.5
0.50 (table 1), formula was extracted from Hair et al [34].
Table 2 indicates the R value where (average variance 35-45 65 18.4
extracted) AVE of gratification of customers and color 45-55 61 17.2
were 0.812 and 0.845 respectively, which is evidently above 55 52 14.7
greater than the R2 value of these two constructs. Customer Total 354 100.0
gratification and light has an AVE of 0.701 and 0.723
which is found to be greater than the R square. Customer The Table 5 indicates the age distribution of the
 Civil Engineering and Architecture 8(5): 1019-1027, 2020 1023

respondents. It can be seen that about 85% of the So the null hypothesis is accepted.
respondents were less than 55 years of age.
Table 8. Chi-Square Test
Correlations between dine in frequency, age and income
are calculated to find out the relationship between them Asymptotic Exact Exact
Value df Sig. Sig. Sig.
Table 6. Correlations between Dine in Frequency, Age and Income (2-sided) (2-sided) (1-sided)
Pearson
Dine in .629a 1 .428
Age Income Chi-Square
Frequency
Continuity
Pearson
1 -.007 .087 Correction .445 1 .505
Correlation
Age b
Sig. (2-tailed) .890 .102
a. 0 cells (0.0%) have expected count less than 5. The minimum
N 354 354 354 expected count is 39.16.
Pearson
-.007 1 .540**
Correlation
Income 6.2. Income and Customers Satisfaction
Sig. (2-tailed) .890 .000
N 354 354 354
Null Hypothesis: There is no association between
Pearson
.087 .540** 1 income and customer’s satisfaction
Dine in Correlation
Frequency Sig. (2-tailed) .102 .000 Alternative Hypothesis: There is association between
N 354 354 354 income and customer’s satisfaction.
**. Correlation is significant at the 0.01 level (2-tailed).
Table 9. Income*satisfaction Cross Tabulation
The Table 6 indicates the value correlation coefficient Not Satisfied Satisfied Total
between age and dine in frequency is 0.087 which is Low income 5 15 20
insignificant, concluding that there is no significant Middle income 51 152 203
correlation between age and dine in frequency while the high Income 27 104 131
correlation between income and dine in frequency is 0.54 Total 83 271 354
which is highly significant (p value=0.00) and positive
concluding as the income increases, the dine in frequency The Table 9 indicates the cross tabulation of income and
satisfaction. It can be seen that most respondents are
also increases.
satisfied and responses are distributed between the three
income groups.
6. Test of Association Table 10. Chi-Square Test

Chi Square Test of Association is used to test the Asymptotic Sig.

Value df
(2-sided)
association between the demographic factors and
Pearson
customers gratification. .932a 2 .628
Chi-Square
Likelihood Ratio b .944 2 .624
6.1. Gender and Customers Satisfaction a. 1 cells (16.7%) have expected count less than 5. The minimum
H04: There is no association between gender and expected count is 4.69.

customer’s satisfaction The Table 10 indicates the value of chi square =0.932
H4 There is association between gender and customer’s which is statistically insignificant (p=0.628>0.05) which
satisfaction. indicates that customer’s satisfaction is not associated with
Table 7. Gender * satisfaction Cross Tabulation their income.
Not Satisfied Satisfied Total
6.3. Binary Logistic Regression Model to analyze the
Female 36 131 167
Impact of Cooling, Lightning and Color Ambience
Male 47 140 187 on Customer’s Gratification as a Mode to Increase
Total 83 271 354 Revenue

The table 7 indicates the cross tabulation of gender and The study targets at analyzing effect of cooling lights
satisfaction. It can be seen that most respondents are and color ambience on the customers’ satisfaction as a
satisfied and responses are homogeneously distributed mode to increase revenue.
between the two gender groups. The model has three predictors color light and cooling
The table 8 is indicating the value of chi square =0.629 ambience and one binary dependent variable Y=
which is statistically insignificant (p=0.428>0.05) which CG=Gratification/satisfaction where
indicates that customer’s satisfaction is not associated with Y=0 for unsatisfied customer
the gender. Y=1 for satisfied customers
1024 Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification

We denote p=P(Y=1) and assume a linear relationship The table 11 indicates that the logit model is significant
between predictors and the log odds of the event y=1 as p values are 0.00 which is less than the pre-assumed
(satisfaction), then the model can be written as alpha 0.05.
Table 12. Model Summary
-2 Log Cox & Snell R Nagelkerke R
Step
Where AC= Color, likelihood Square Square
AL= Light 1 302.342a .210 .316
ACL= Cooling a. Estimation terminated at iteration number 5 because parameter
𝛽𝛽0, = Constant estimates changed by less than .001.
𝛽𝛽1 , 𝛽𝛽2 𝑎𝑎𝑎𝑎𝑎𝑎 𝛽𝛽3 are the coefficients of C, L and CL The Table 12 indicates the summary of the model with
respectively. Cox and Snell value or R square =.210 which is showing
The odds can be obtained by exponentiation of the the model prediction also the Nagelkerke R square value of
log-Odds 0.316 which is also good for logit models.
The Table 13 indicates the results of the testing of the
coefficients of the logistic regression model, it can be seen
The data were analyzed using SPSS and the following that all the three coefficients if cooling lightning and color
results are obtained are statistically significant. The constant is also found to be
significant thus all the predictors have significant impact
Table 11. Omnibus Tests of Model Coefficients on the customer’s gratification
Chi-square Df Sig. The logit model is given as
Step 1 Step 83.244 3 .000
Block 83.244 3 .000
Model 83.244 3 .000

Table 13. Variables in the Equation

Value B S.E. Wald Df Sig. Exp(B)

Step 1a Color .369 .062 35.032 1 .000 1.447

Light .194 .086 5.070 1 .024 1.214

Cooling .153 .074 4.217 1 .040 .858

Constant -2.847 .555 26.274 1 .000 .058

a. Variable(s) entered on step 1: color, light, cooling.

 Civil Engineering and Architecture 8(5): 1019-1027, 2020 1025

Figure 1. Histogram predicted probabilities of customer satisfaction using the binary logistic model

6.4. Histogram of Predicted Probabilities 8. Discussion and Conclusions

The histogram in Figure 1 shows the predicted The research reveals around the customer gratification
probabilities of customer satisfaction using the binary and ambience conditions in restaurant industry. Overall,
logistic model for the sample of 354 observations is given three ambient features color, light and cooling were
below. The mean of the predicted probabilities is 0.7854 considered which showed a positive relationship with
showing that the chances of customers gratification as customer gratification. The causal research design was
predicted by the model are greater than 0.5. adapted to find out the cause and effect relationship of
customer gratification and ambience [35]. The restaurants
of Shalimar Tower hotel were selected who had altered
7. Inferences and Analysis their ambience with food quality or service. The simple
random sampling technique was used of a sample size of
The impact of cooling, lighting and color ambience on 354. Personally, administered closed ended questionnaires
the customers gratification has been studied by applying a were given to assemble primary data. Five-point Likert
binary logistic model which is found to be significant and scales were chosen to measure constructs, customer
also the model parameters are significant showing that the gratification, c o l o r , light, and temperature. Each feature
three features have significant impact on customers included of four items. Regression analysis was applied on
gratification. Also, we have found the correlation between Statistical Package for Social Sciences (SPSS) Version 16.
age and dine in frequency and income and dine in The coefficient of determination (R2) was applied to access
frequency. The correlation coefficient between the income the variability of customer gratification on the level of
and dine in frequency was highly significant and positive ambience features. The colors can also impact on
showing that dine in frequency increases with the increase customers’ mood and emotions in a restaurant setting
in income. Association between customer’s satisfaction because of the strong perception by humans to value colors
and age and association between customer’s satisfaction [23][24]. The customer gratification and ambient color are
and gender was found to be statistically insignificant. It can most linked to consumers’ understanding that the human
be concluded that if the color, cooling and light ambience is can perceive from the surroundings.
improved, which will result in increase in customer’s These results indicated that the administration at
satisfaction and can also help in generating increased Shalimar restaurants should notice the application of colors
revenues. in their place because customers give value to color. Light
1026 Analysis of Interior Design of Restaurants with Reference to Ambience and Customer Gratification

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