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EFFECT OF AMBIENCE ONCUSTOMER SATISFACTION IN
RESTAURANTS
Business English Report
1
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Report
SUBMITTED TO:
A research report submitted to Dr. Tanveer Anjum in part fulfillment of the
requirement for the Business English course
GROUP MEMBERS:
Talha Khalil 11!"
#$ed %mran Ali &i'vi 11(1)
Adnan *ahid 12+2!
,arhan A'i' 12-(
DATE OF SUBMISSION
"1Dec2+1+
"
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LETTER OF TRANSMITTAL
Dr. Tanveer Anjum
Fault! o" Business English
I#ra $niversit!
%arahi.
Date& '(stDe) *+(+
Respete, Mam)
-e have the pleasure o" sumitting the "inal report on Effect of
Ambience on Customer Satisfaction. The purpose o" this report is to
outline To what etent the factors of ambience can inf!uence the
customer satisfaction in a restaurant. In this report o" ours) /e
have ta0en opinions "rom a large numer o" people insi,e Lal 1ila)
%arahi.
-e have prepare, this report as a part o" our term report assigne, !
!ou to us an, /e hope that the report /ill e up to !our e2petations
an, the people) /ho /ill rea, it) get a goo, un,erstan,ing aout the
/hat e2tent the "ators o" amiene an in"luene the ustomer
satis"ation in a restaurant.
3ope"ull!) the report /ill "ul"ill its purpose an, e ene"iial to !ou as /e
have ,one our est to optimi4e our results.
5ours Sinerel!
!
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Talha %halil
6((78'9
S!e, Imran Ali Ri4vi
6((:(;9
A,nan %NO-LED?EMENT
It /oul, e ver! eas! to sa! that /e as a team o" "our omplete, our
Term report ! ourselves /ithout an! help. 3o/ever as muh as it /oul,
e eas! to sa!) it /oul, e a lie. Sine this term report has inputs "rom
man! other people. Thus /e /oul, li0e to ta0e this opportunit! to than0
them.
First o" all) /e /oul, li0e to than0 all the people /ho partiipate, in the
#uestionnaire session that /e on,ute,. -ithout their help an,
opinions /e /oul, never have een ale to ollet the @rimar! Data.
Seon,l!) /e /oul, li0e to a0no/le,ge our Fault! Dr. Tanveer Anjum)
/ho "rom the start gave her inputs an, her i,eas on ho/ to /rite this
term report. In a,,ition) she also provi,e, us /ith the 0no/le,ge aout
the topi /hih /as essential in un,erstan,ing the in"ormation that /e
otaine,.
(
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Lastl!) /e /oul, li0e to than0 our "amilies "or un,erstan,ing an,
provi,ing us /ith the resoures to omplete this researh report.
TABLE OF >ONTENT
/etter of Transmittal 00000000000000000000000!
Acnoledgement000000000000000000000000..(
Table of 3ontents 000000000000000000000000...4
Table of %llustrator 000000000000000000000000..-
Abstract 0000000000000000000000000000...)
Introduction
5hat is 3ustomer #atisfaction0000000000000000000..1+
#cope of #tud$000..00000000.0000000000000011
&esearch 6bjective00000000000000000000000011
A Brief History of L! "i!00000000000000000000..12
Literture Re#ie$000000000000000000000000.14
Pro%!e& Stte&ent0000000000000000000000002(
4
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Hy'(ot(esis De#e!o'&ent0000000000000000000002(
Reserc( Met(odo!o)y
#ampling Design000000000000000000000000..24
7ariables000000000000000000000000000...2
Data 3ollection0000000000000000000000000..2
"uestionnire00000000000000000000000000.2)
*onc!usion + Reco&&endtion
3onclusion000000000000000000000000000.!"
&ecommendation000000000000000000000000...!(
References000000000000000000000000000!4
A''endi,0000000000000000000000000000!-
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-
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TABLE OF ILL$STRATOR
81. Age group. 000000000000000000000002)
82. 9ender.000000000000000000000000.0"+
8".One /hih est ,esries ho/ strongl! !ou Agree or
Disagree00....."1
8!. 3o/ satis"ie, are !ou /ith the Sta"" Appearane0000 000...."!
8(. 3o/ satis"ie, are !ou /ith the seating arrangement00000..0"(
84. 3o/ satis"ie, are !ou /ith the ro0er!00000000000.."4
8. 3o/ satis"ie, are !ou /ith the >onstrut9ender:000000..0."
8-. 3o/ satis"ie, are !ou /ith the Theme >olor000000000.."-
8). 3o/ satis"ie, are !ou /ith the Ba0groun, Musi 000000....")
81+. 3o/ satis"ie, are !ou /ith the >leanliness 000000000.!+
811. #elect an$ one; 00000000000000..000000..!1
)
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ABSTRA>T
The gra,uate program o" stu,! re#uires that eah stu,ent o"
assigne, group prepares a usiness English projet on a spei"i area or
pro,ut an, sumits a report on it. The @rojet is inlu,e, in the
urriulum /ith a vie/ to s!nthesi4e the e,uation gathere, ,uring the
omplete ourse re,ite, ! the stu,ent ,uring the gra,uation programat I1RA $niversit! %arahi >ampus. >reating a report o" the projet is a
part o" s0ill uil,ing o" the stu,ent "or their pro"essional areer.
Some gui,elines are man,ator! to "ollo/ ,uring the preparation o" the
report) /hile the others help in improving the presentation o" the /or0
aomplishe, in the projet.The researh uilt a oneptual mo,el to
sho/ ho/ ustomers pereptions o" ,ining environments in"luene
ehavioral intentions through emotions in the upsale restaurant setting.
An environmental ps!holog! mo,el /as propose, to e2plore the
lin0ages et/een ustomers pereptions an, emotions 6pleasure an,
arousal9 an, et/een ustomers emotional states an, ehavioral
intentions. A strutural e#uation mo,eling anal!sis reveale, that "ailit!
aesthetis) amiene) an, emplo!ees ha, signi"iant e""ets on the level
o" ustomer pleasure /hile amiene an, emplo!ees signi"iantl!
in"luene, the level o" arousal. In a,,ition) pleasure an, arousal ha,
signi"iant impats on ehavioral intentions) an, pleasure appeare, to
e the more in"luential emotion o" the t/o. Impliations "or restaurateurs
an, aa,emi researhers are also ,isusse,.
1+
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intro,ution
1.1"hat is customer satisfaction#$
>ustomer satis"ation) a usiness term) is a measure o" ho/ pro,uts
an, servies supplie, ! a ompan! meet or surpass ustomer
e2petation. It is seen as a 0e! per"ormane in,iator /ithin usiness
an, is part o" the "our o" a Balane, Sorear,.
In a ompetitive mar0etplae /here usinesses ompete "or
ustomers) ustomer satis"ation is seen as a 0e! ,i""erentiator an,
inreasingl! has eome a 0e! element o" usiness strateg!.
There is a sustantial o,! o" empirial literature that estalishes the
ene"its o" ustomer satis"ation "or "irms.
Measuring ustomer satis"ation provi,es an in,iation o" ho/
suess"ul the organi4ation is at provi,ing pro,uts an,Cor servies to
the mar0etplae. >ustomer satis"ation is an astrat onept an, the
atual mani"estation o" the state o" satis"ation /ill var! "rom person
to person an, pro,utCservie to pro,utCservie. The state o"
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satis"ation ,epen,s on a numer o" oth ps!hologial an, ph!sial
variales /hih orrelate /ith satis"ation ehaviors suh as return
an, reommen, rate. The level o" satis"ation an also var!
,epen,ing on other "ators the ustomer) suh as other pro,uts
against /hih the ustomer an ompare the organi4ations pro,uts.
-or0 ,one ! @arasuraman) ronin
an, Ta!lor e2ten,e, the ,ison"irmation theor! ! omining the
gap ,esrie, ! @arasuraman)
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The "in,ings o" this projet shall e appliale to the ustomers
an, the manager o" Lal 1ila Restaurant.
(.'Research Ob(ecti)es#$
The ojetive o" this stu,! is to "in, the e""et o" amiene on
ustomer satis"ation in Lal 1ila restaurant.
To stu,! the ehavior ,i""erent age groups regar,ing the
amiene.
To stu,! the ehavior o" gen,er regar,ing the amiene.
To the stu,! the li0ing an, ,isli0ing o" the "ators o" amiene.
-hat is the most pre"erale attriute that attrats the ustomers
to ,ine in Lal 1ila restaurant) suh as) 1ualit! o" "oo,) @rie an,
pa0ages) Amiene an, Servie.
A rie" histor! o" lal #ila
Lal 1ila is the projet o" Suleman 3aji Omerson "amil!. Its
ompletion ost is the onentration H ,evotion o" ever! memer o" the
"amil! involve, in this projet. Ever! memer /ent to great lengths to
ompl! /ith the responsiilities given to him. Lal 1ila is not onl! a
projet) ut an e2eution o" ,etermination an, sinerit!) /hih has
Alham,olillah een reali4e, suess"ull!.
1"
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*eo%!e Behin& The +a!,i!a
Mr. Shaukat Ali Suleman
Mr. Shau0at Ali Suleman is the >hie" E2eutive o" Lal 1ila. In"use,
! his ,ream) he ma,e his min, an, stu0 "irm to his ,etermination. 3e
sa!s) To uil, a restaurant /as m! ,ream an, no/ I have translate, itJ.
Mr. Shau0at Ali Suleman has a vast e2periene in atering an, "oo,. Its
not onl! his usiness ut a li"e long pursuit too. Foo, not onl! serves his
o,!) ut more to his soulK To,a!) Mr. Shau0at Ali Suleman pla!s a
pivotal role in setting high gui,elines "or "oo, serve, in LaL 1ila. 3is
personal interest 0eeps the menu at LaL1ila innovative an, meeting the
high stan,ar,s o" our guests.
Mr. Muhammad Ali
Mr. Muhamma, Ali Suleman also pla!s a vital role in e2eution H
onstrution o" the projet) /hih inlu,e, a hallenge to omplete the
projet in Si2 months. It is onl! eause o" him that the projet /as
omplete, /ithin time an, in limite, u,get. Mr. Muhamma, Ali has a
han,Gon st!le o" management an, it is onl! ,ue to his personal interest
1!
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that to,a! the onstrution maintenane nee,s o" LaL1ila are met. The
FuN1ila) the largest pla! area in an! restaurant in @a0istan /as ma,e
possile ,ue to his e""orts. It is totall! han, ra"te, an, ustom ma,e
/ith the "uture %ings H 1ueens. 3e is also pla!ing a 0e! role in the
mo,erni4ation o" LaL1ilas storage an, logistial "ailities.
Mr. Muhammad Umar Qasim
Mr. M. $mar 1asim son o" Mr. Muhamma, 1asim Suleman is the
Managing Diretor o" LaL1ila. -hile Mr. Shau0at Ali Suleman /as /aiting
impatientl! "or his ,ream to e true) Mr. M. $mar 1asim /as in $.S.A "or
his higher stu,ies 6MBA Mar0eting9. Over there he availe, himsel" o" the
opportunit! to "ul"ill his eagerness "or his 3otel Management ! joining a
restaurant as a part time jo. Returning "rom $.S.A) he joine, his unle
Mr. Shau0at Ali Suleman an, move, on to the venture o" LaL1ila. 3is
longing "or 3ospitalit! In,ustr! turne, out to e his areer. 3e has an
interest in ulture) /hih is evi,ent "orm his uni#ue olletion "or Lal1ila.
For this purpose) he ma,e "re#uent tours to the interior Sin,h to have a
loser loo0 o" the village li"e H ulture.
Mr. Abid Siddiq Omerson
1(
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Mr. Ai, Si,,i# Omerson son o" Mr. Si,,i# Suleman Omerson is the
Diretor o" LaL1ila. 3e joine, the usiness a"ter gra,uation B.S. 63ons9
Eonomis) seuring "irst position in (;;;. To start Lal1ilas journe!
to/ar,s a Total 1ualit! Management S!stem) he propose, to the Boar,
o" Diretors to implement ISO ;++( as a "irst step. For this purpose he
/as hosen to e the 1ualit! Management Representative. -ith Deloitte
H Touh as our onsultants) LaL1ila geare, up not onl! "or ISO ;+++
erti"iation ut also "or "urther erti"iations an, ,evelopment in its
s!stem. This e""ort ulminate, in the erti"iation o" LaL1ila to ISO
;++(&*+++) the "irst restaurant to ,o so in the su ontinent. This prove,
to the stepping stone to/ar,s the "ranhising o" Lal 1ila Restaurant.
Mr. Ai, Si,,i# Omerson has returne, a"ter pursuing his higher
stu,ies ompleting MBA "rom M?ill $niversit! in Montreal) >ana,a.
Mr. Shakir Yousuf Omerson
Mr. Sha0ir 5ousu" Omerson son o" Mr. 5usu" Suleman joine, Lal1ila
/hile he /as pursuing higher e,uation 6MBA9 "rom I#ra $niversit!. Mr.
Sha0ir has een ,iretl! involve, /ith eah an, ever! ,epartment o" the
organi4ation at eah level. 3imsel" a master he") he is ompletel! at
home in the 0ithen. In "at it is al/a!s more li0el! to "in, him in the
0ithen rather than in the o""ie. 3e is most enthusiasti aout
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,eveloping ne/ an, uni#ue reipes /ith a variet! o" tastes. Foo, is his
passion. -hether it is innovating "or ne/ menu items) implementing a
ne/ 0ithen regimen or a ne/ mar0eting or ustomer servie plan Mr.
Sha0ir is e#uall! a,ept at all these jos. The "oo, laorator! o" Lal 1ila
reall! len,s a han, in his #uest "or per"etion. Not onl! is Mr. Sha0ir
arme, /ith an MBA an, ample e2periene in Lal 1ila Restaurant) he has
also omplete, several pro"essional ,iploma ourses "rom the @a0istan
Institute o" Tourism an, 3otel Management eing a position hol,er in his
lass.
Architect of LalQila
Mr. Ra4i ulture) tra,ition H histor! are his
"avorite sujets. 3e is an e2pert in In,ian Art an, Arhiteture an, is a
reno/ne, teaher in man! institutes. 3e sa!s) This projet is a projet
o" love.J In ompanionship o" Mr. Shau0at Ali Suleman H Mr. M. $mar
1asim) he ma,e "re#uent researh tours to various plaes in @a0istan to
grasp the theme strongl!. At last he got it ,uring their tour to Lahore an,
it /as in the Ba,shahi 1ila 6also uilt ! the Mughals9 that the i,ea o"
Lal1ila ame into eing. Mr. Ra4i
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hina) 3ong %ong an,
$SA use, the asi "ators to ,etermine ustomer satis"ation. Fators
that are onsi,ere, are servie #ualit! an, pro,ut #ualit!.
The researh ,one ! Bartlett an, 3an 6*++79 /as ase, on
e2perienes "rom ,ining in >hina. Their researh /as ase, on the
SER1$AL mo,el ho/ever) man! items ,i, not "it /ithin those
ategories or nee,e, to e anal!4e, "urther. Other ategories that
evolve, in terms o" ustomer satis"ation in the restaurants in >hina
inlu,e, #ualit! o" ,ishes an, prie (. The! "urther state that in the
1-
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restaurant in,ustr! oth the "oo, an, the servie #ualit! reate the total
e2periene "or the onsumer.
The researh stu,ie, in Spain ! Soriano 6*++*9) also loo0s into
these main "ators. O""ering goo, "oo, an, servie is not enough to
attrat an, retain onsumers *. In or,er to gain a ompetitive
a,vantage in to,a!s mar0et restaurants have to o""er meals that o""er
goo, value in a "avorale amiene *.
The researh on,ute, in 3ong %ong ! %ivela) Ina0aran an,
Reee 6*+++9) anal!4e, ustomer satis"ation "ators ase, on "iveG
,imensions /hih are "irst an, last impressions) servie e2ellene)
amiene e2ellene) "oo, e2ellene an, "eeling om"ortale eating
there an, reservations an, par0ing '. Another 3ong %ong researh
on,ute, ! @un an, 3o 6*++(9) mentione, that the ompetitive
loation) pries) "oo, #ualit! an, ustomer servies /ere among the
main ,eterminants o" people onsi,ering the restaurant servies. The
purpose o" the researh on,ute, in $SA ! An,alee an, >on/a!
6*++P9 /as to ,etermine the "ators that e2plain ustomer satis"ation in
the "ull servie restaurant in,ustr!. Aor,ing to them) "ull servie
restaurants shoul, "ous on three elements /hih are servie #ualit!
6responsiveness9) prie an, "oo, #ualit! 6reliailit!9 i" ustomer
satis"ation is to e treate, as a strategi variale.
1)
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-e use, the transationGspei"i mo,el suggeste, ! Teas 6(;;'9
an, later e2pan,e, ! @arasuraman)
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In (;;P) North an, 3argreaves stu,ie, the e""et o" musi on
atmosphere in a universit! a"eteria 6North an, 3argreaves) (;;P9.
Results suggeste, that ustomers li0ing o" the a"eteria inrease, /ith
their li0ing "or the musi pla!e, /ithin it. In a "ollo/Gup stu,!) North
an, 3argreaves 6(;;=9 investigate, /hether a""etive responses to
musi o" ,i""erent st!les oul, in"luene the pereive, harateristis o"
a ommerial environment. Results suggeste, that ,i""erent musial
on,itions in"luene, sujets pereptions aout the a"eteria.
Furthermore) the nature o" sujets pereptions o" the a"eteria sho/e,
a relationship to their pereption o" the musi. North an, 3argreaves
6(;;=9 state, that the impliations o" their stu,! nee,e, to e vali,ate,
! "uture researh. In response) the present stu,! e2plores the e""et o"
musi on pereive, atmosphere an, purhase intentions in a restaurant.
-hile the metho,olog! emplo!e, in the North an, 3argreaves stu,! is
maintaine, to a large e2tent) the present researh ,esign has een
e2pan,e, to inorporate a roa,er range o" musial on,itions. Further)
as suggeste, ! North an, 3argreaves) the present stu,! utili4es a nonG
stu,ent sujet sample. P
A numer o" stu,ies suggest that musi has the potential to
in"luene pro,ut hoie 6Alpert an, Alpert) (;;+ Areni an, %im) (;;'9.
The i,ea that musi onve!s an, triggers relevant in"ormation that ma!
21
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prime onsumers elie"s aout a pro,ut has een ,esrie, as musial
"it. 7
It has een suggeste, that people are li0el! to spen, more time
an, mone! in a restaurant or retail environment i" the musi eing
pla!e, is onsi,ere, appropriate 6Ra,o! an, Bo!le) (;;79. There"ore)
patrons in the present stu,! /ere as0e, to in,iate /hether the!
thought the musi eing pla!e, in the restaurant /as appropriate.
Responses are onsi,ere, in terms o" patrons pereption o" atmosphere
an, the amount o" mone! the! are /illing to spen,. @atrons /ere also
as0e, to rate their level o" a/areness o" the musi eing pla!e,. Base,
on the harateristis o" simulative an, se,ative musi ,esrie, !
Ra,o! an, Bo!le 6(;;79) it /as pre,ite, that sujets a/areness o"
the musi /oul, e greater in the popular) ja44 an, ontrol on,itions.=
Aor,ing to >arl ung) ,eep ,o/n in humans ps!he is olletive
unonsious /here there are ontent o" arhet!pes GGG the original
pattern or mo,el "rom /hih other things o" the same 0in, are ma,e.
Those are the "oun,ation images that are ,evelope, an, "orme, "rom
our anestors through thousan,s o" !ears. >olor is a part o" our
ps!hologial an, iologial heritage there"ore sometimes /e response
to olor in ertain /a!) "or e2ample) /e thin0 that re, is hot an, lue is
ool) these are "oun, to e universal responses.
22
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But olor is also #uite personal sine eah in,ivi,ual has their o/n
personalit! an, their pre"erenes o" olor are ,iverse. As ung also
mentione, aout the e2travert an, introvert t!pe o" personalit! an, it is
"oun, that these t!pes o" personalit! have ,issimilar olor pre"erenes&
the e2traverte, personalit! t!pe has a greater ten,en! to/ar, more
intensive stimulation) so the! are enjo!e, more in olor"ul surroun,ings)
/hiles introverte, personalit! t!pe o" people are more "avor lo/er
,egree o" stimulation) an, lo/er intensit! o" olor are pre"erre,.
>olor an also a""ete, ! ulture an, soial tren,) /hih means
the meaning o" olor is not the same aross ,i""erent ultures an, perio,
o" time. Sine /e are living in ,i""erent soieties an, the meanings o"
olors are "orme, ! m!th) value) elie") religion) soial ustom) as /ell
as geographial an, historial a0groun, o" that soiet!. For instane)
green has religion signi"iant in Islam an, the loa0 o" the prophet /as
green so it is also a s!mol o" hope. But in >hina) the prover /earing
green hat means the husan, has an un"aith"ul /i"e. Moreover) ulture
also in"luenes the pre"erenes o" olor) "or e2ample) the apanese li0e
gentle olors o" /ater) s0! an, /oo, /hereas the Me2ian people pre"er
vivi, olor theme.
On the other han,) the pre"erenes o" olor also hanges through
time. >olor hanges are sai, to re"let the
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soial hange) an, moo, o" that partiular time. For e2ample in the
(;P+s) ps!he,eli olors /ere popular sine it ehoe, the optimisti
spirit o" that era /hile in the /ar time an, in time o" regression) people
ten,s to /ear lo/ intensit! olors /hih mirrors the gloom! moo, o" the
,i""iult !ears.;
I have a sa!ing that I have use, "or man! !ears. -hen !our
emplo!ees loo0 goo,) !our ompan! loo0s even etter. 3eres /h!& A
ompan! /ith high stan,ar,s usuall! has a uni"orm program.
So /h! uni"orms $ni"orms an, logos are use, to a,,ress a variet!
o" usiness nee,s& "rom ustomer lo!alt! to emplo!ee retention an,
a,vertising) an, to promoting an, reating a positive image "or !ou.
To,a!) smart managers an, usiness o/ners are ,isovering e2iting
opportunities to turn their uni"orm programs into a genuine ompetitive
a,vantage in the mar0etplae. 3ere are some reasons to onsi,er the
ene"its o" a uni"orm program "or !our usiness.
A uni"orm program is ustomi4e, "or !our usiness an, the
/or0plae environments !our sta"" /ill enounter) so that lothing that
/ill not get in the /a! o" the /or0 at han,. Even i" most o" !our sta""
hooses appropriate apparel most o" the time) /h! leave it to hane
Ever!one /ants to /or0 in om"ortale lothing) ut "or people in the
hotel an, restaurant usiness) ,urailit! an, st!le as /ell as om"ort an,
"it are e#uall! important. I tal0e, /ith a numer o" ,eision ma0ers /ith
2!
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various ompanies on the importane o" uni"orms an, /hat the! mean
to their usiness image. Tom ones) presi,ent o" ?!ota0u Restaurants)
sai, uni"orms nee, to e ongruent /ith the restaurant atmosphere an,
also e a "untional "it /ithin the orporate ost struture. $ni"orms are
a neessar! ost /ithin the operation o" the restaurant an, the ?!ota0u
management sta"" hooses to involve emplo!ees in the uni"orm ,eision
proess)J ones sai,. The uni"orms nee, to have the ompan! logo to
remin, an, rein"ore to the ustomer /here the! are ,ining. -e elieve
uni"orms shoul, e neat an, "resh loo0ing /hile aenting olors o" the
restaurant.J $ni"orms an "ill an important role in an! ompan!s
a,vertising an, ran,ing program. A /ellG,esigne, an, onsistent
uni"orm loo0 ma0es positive statements aout !our usiness an,
ompan! values. $ni"orms are use, to reate an, promote an image "or
!our ompan!. I" !our emplo!ees are e2ite, aout !our uni"orm
program then these goo, "eelings /ill trans"er to !our ustomers. B!
having all emplo!ees /ear the ompan! uni"orm on a ,ail! asis) !ou
an help uil, !our reputation an, reognition U an, !our a,vertising
,ollars /ill streth even "urther. Russell >hun) general manager) Miramar
at -ai0i0i 3otel) sai,) -e must al/a!s e a/are o" our ustomers
pereptions o" our propert! an, the image /e are onve!ing /ith our
uni"orms. $ni"orms are a neessar! e2pense /ithin the hotel struture
an, it helps us i,enti"! the image /e /ish to reate. $ni"orms hosen
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must e om"ortale) st!lish an, "it) an, help enhane the emplo!ee
attitu,e. -e all must un,erstan, that their e""et an e po/er"ul an,
shoul, not e ta0en lightl!. These osts are not /elome, ut
un,erstoo, as neessar! eause these uni"orms are a re"letion o" the
propert! an, the image /e /ish to onve!.J Sott @auli) orporate
,iretor o" house0eeping at Resort 1uest 3a/aii sai,) $ni"orms reate
the image o" ho/ !ou /ant !our ompan! to e sho/n. Funtionall!) a
poor uni"orm seletion an lea, to prolems an, !ou must /or0 /ith
!our ven,or. Let !our supplier 0no/ /hat !our re#uirements are. This
oul, inlu,e proessing re#uirements) replaement !le) "ari hoies
an, u,get limitations) sto0 levels an, availailit!) olors an, the
e2pete, li"e o" the program. All these "ators are important i" !our
uni"orm program is to e a suess.J $ni"orms shoul, mean muh more
than a ompan! re#uirement. The! shoul, "ul"ill the ompan! image
/ithin the u,get alloation ho/ever) !ou annot settle "or the heapest
ost i" it ,oes not "ul"ill the ompan! statement or re"let the true assets
o" the ompan!. -e shoul, e onve!ing a pro"essional image /ith our
uni"orm program. -hat ma0es our uni"orms uni#ue over our
ompetitors Is it a ustom print or "ari /ith aloha /ear logos) st!ling)
"untionalit! or olor seletion It an e an! or all o" these hoies. -e
must rememer ho/ goo, it "eels to /ear ne/ lothing. This "eeling
shoul, e onve!e, ! our emplo!ees to our ustomers. More than just
24
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lothes) a uni"orm program an e use, as a mar0eting tool or as a
re/ar, an, inentive to help motivate !our /or0"ore. Rememer) /hen
!our emplo!ees loo0 goo,) !our ompan! loo0s even etter. Is it time "or
ne/ uni"orms. (+
>ollins) B. 6(;;'9 here are some e2amples o" issues that must e
a,,resse, /hen lighting a spae to ensure that the ps!hologial an,
ehavioral issues o" the users are met&
A. Lighting /here vertial meets hori4ontal is important in terms o"
sa"e navigation through a spae. Note in the room on the le"t 6the /hite
hall/a!9 the juntion o" vertial an, hori4ontal are the same in value an,
hue. This auses a visual prolem) espeiall! "or the aging e!e. The room
on the right has the same prolem ho/ever) the loss o" the visiilit! o"
vertial an, hori4ontal is ,ue to the seular 6re"letive9 sur"aes.
B. @eople "ollo/ the rightest path. In a stu,! ! Ta!lor an, Suov
6(;789) people /ere as0e, to /al0 up to the /all sho/n in the "loor plan
6top o" ne2t page9 an, then rea, the ,iretions "oun, there. Diretions
as0e, them to proee, to the room in the a0 an, omplete the paper
tas0 on the tale. In the stu,!) the ,o/n lights illuminating the path to
the ///.in"orme,esign.umn.e,u
-here Researh In"orms Design * >ourtes!& 3auserman >ourtes!&
@. 5or0s Impliations right an, those illuminating the path to the le"t ha,
an e#ual level o" illumination) P; o" the people /ent to the right.
2
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-hereas /hen the path to the le"t ha, a higher level o" illumination) 7:
o" the people /ent to the le"t. The stu,! "oun, that asiall! people are
li0e mothsUattrate, to rightness.
>. Brightness an "ous attention. -hen reating a "oal point)
inreasing the rightness ontrast et/een the ojet an, the surroun,
inreases the impat.
D. @eople li0e to "ae /alls that are illuminate,. In @lan A an, B
6sho/n at right9) people that ha, the "irst hoie) selete, seats that
"ae, the illuminate, /alls. Similar stu,ies sho/ that people ,o not li0e
to sit in rightness ut li0e to see rightness. Both ohn Fl!nn an, Davi,
Loe have on,ute, stu,ies that onlu,e that people pre"er spaes /ith
/all luminane. E. Lighting an ause people to alter o,! positions. An!
one that has /or0e, at a omputer sreen 0no/s that re"lete,
rightness on the sreen /ill ause !ou to alter !our sitting position or
sometimes the position o" the sreen. The same is true /hen !ou
attempt to rea, materials that have a speular sur"ae. >riteria to
Evaluate Lighting 5ears ago) Dr. ohn Fl!nn ,evelope, riteria "or
evaluating the lighting o" spaes. 3is /or0 is onsi,ere, seminal to this
,a!. Fl!nns oneptual "rame/or0 use, the "ollo/ing ues to ,etermine
the users sujetive response to the lighting o" the spae. U
uni"ormCnonGuni"orm ,istriution o" light UrightC,im levels o"
illumination Uoverhea,Cperipheral 6or /all9 lighting $sing a semanti
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,e"erential sale 6using opposite terms to ,etermine the sujets
attitu,es or opinions along a ontinuum9 an, large numers o" sujets)
he onlu,e, that lighting oul, reate a spae that /oul, ma0e users
sa! it /as& UpleasantJ versus unpleasantJ UpuliJ versus privateJ
UspaiousJ versus on"ine,J Urela2e,J versus tenseJ Uvisuall!
learJ versus ha4!J >reating the Appropriate Impression Oviousl!)
there are other elements in the spae that a""et our sujetive
impressions) an, as ,esign pro"essionals /e ma0e an even stronger
statement ! have the lighting e2press the same impression as the other
elements. To reate the "ollo/ing impressions) here is a summar! o" ho/
to manipulate lighting on,itions. ((
But 3ooters is laiming something a little it roa,er than these
e2amples. It is laiming that the overall impression) amiane or
e2periene o" ,ining in a 3ooters restaurant someho/ onstitutes its
proprietar! tra,e ,ress. Aor,ing to erome ?ilsons Tra,emar0
@rotetion an, @ratie) tra,e ,ress onsists o" the total image o" a
pro,ut or servie) inlu,ing ... retail ,eor) arhitetural "eatures)
menus) restaurant la!outs) st!les o" servie) ostumes) an, oasionall!
mar0eting tehni#ues as /ell. Even soun,s an e registere, as
tra,emar0s) i" the! are ,istintive 6li0e the multiGtone siren o" the iper
ran, ar alarm9. The $.S. Supreme >ourt) n T/o @esos In. v. Tao
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>aana In.) :+: $.S. 7P' 6(;;*9) uphel, tra,e ,ress rights in restaurant
,eor) as long as it is inherentl! ,istintive an, non"untional.*++P. (*
@ROBLEM STATEMENT
To what etent the factors of ambience can inf!uence the
customer satisfaction in a restaurant
35@OT3ESIS DEELO@MENT-.#There is signi"iant relationship et/een "ators o" amiene an,
ustomers satis"ation in "ine ,ining restaurant.
"+
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MET3ODOLO?5
$n,er the sienti"i researh ,esign /ell ta0e a loo0 at "ollo/ing titles)
/hih gives us the ,etails o" the stu,!.
Sampling Design
ariales
Data olletion
SAM@LE DESI?N&
-e have selete, P* in,ivi,uals ran,oml! as over sample. The agegroup an, gen,er o" the in,ivi,uals are given elo/.
*o%u!ation
a9 Elements & All ustomers o"
9 $nits & Lal 1ila Restaurant ,ining in
9 E2tent & All Dining areas
,9 Time & at ,inner time
Sam%!in/ Frame
>ustomers o" Lal 1ila Restaurant.
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Sam%!in/ Unit
Numer o" ustomers ,ining in Lal 1ila restaurant.
Sam%!e Si0e
Si2t! T/o 6P*9.
Se!ect A Sam%!e
Data /as ollete, through #uestionnaire "rom the samples.
ARIABLE&
The >ausal omparative metho, investigates a auseGe""et relationshipo" an in,epen,ent variale on a ,epen,ent variale. To ring ourresearh into "ous /e relate, the auses an, e""ets o" the proleminvolve,.
DATA >OLLE>TION&
-e have ollete, the ,ata relating to the researh /or0 o" ours) "romliterature revie/) artile an, #uestionnaires.
Seon,ar! Data >olletion&
-e have ollete, the seon,ar! ,ata "rom /esites an, have also
onsulte, artiles ! maga4ines
@rimar! Data >olletion&
-e have ollete, the primar! ,ata through 1uestionnaires.
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DATA ANAL5SIS AND INTER@RETATION
$nit o" Anal!sis
anal!sis an, interpretation
$nit o" Anal!sis&
Our unit o" anal!sis is in,ivi,uals. -e have selete, P* in,ivi,uals
ran,oml! outsi,e the Lal 1ila as our unit o" anal!sis.
Anal!sis an, Interpretation&
A"ter the olletion o" ,ata through #uestionnaires "rom samples) /e
per"orm statistial anal!sis ! using S@SS on the ,ata ollete,
""
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1$ESTIONNAIRES
The purpose o" this #uestionnaire is to help us gain a etterun,erstan,ing o" our goals an, ojetives "or our projet. This #uestion/ill help us to "in, out the atual result o" our researh in /hih /e tr! to"in, the attitu,e an, ehavior o" a ustomer to/ar,s an amiane o" arestaurant an, its e""ets on the ustomer satis"ation.The list o"#uestions plae, /ithin the 1uestionnaire is given elo/&
1.(9 Selet !our age group.(:GGG*8 *:GGG'8 ':GGG8; :+GGGP: aove
P:
"!
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A/e
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, (:G*8 *( ''.; ''.; ''.;
*:G'8 *8 '=.7 '=.7 7*.P
':G88 = (*.; (*.; =:.:
8:G:8 P ;.7 ;.7 ;:.*
::Gaove :: ' 8.= 8.= (++.+
Total P* (++.+ (++.+
%nterpretation;The aove ,ata re"lets the age group o" the respon,ents
that ,ine, in restaurant. Out o" P* respon,ents *( /ere in et/een (:G
*8 age ra0et) *8 /ere in *:G'8 age ra0et) = /ere in ':G88 age
ra0et) P /ere in 8:G:8 age ra0et an, ' /ere :: or aove :: age
ra0et.
,123 ?en,er Male Female
"(
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4en&er
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, Female *: 8+.' 8+.' 8+.'
Male '7 :;.7 :;.7 (++.+
Total P* (++.+ (++.+
%nterpretation;The aove result suggests that out o" P* respon,ents /e
/ere enountere, ! '7 males an, *: "emales.
,153 @lease he0 the one /hih est ,esries ho/ strongl! !ou Agreeor Disagree /ith eah statement.
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Strongl!
Agree,
Agree,
NeitherAgree,
NorDisagree
,
Disagree,
Strongl!Disagree,
a1 I /ill pre"er to go in a
restaurant /here
amiene is goo,( * ' 8 :
Ambience
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, strongl! agree '7 :;.7 :;.7 :;.7
Agree, (P *:.= *:.= =:.:
neither agree, nor
,isagree
: =.( =.( ;'.:
Disagree ( (.P (.P ;:.*
strongl! ,isagree ' 8.= 8.= (++.+
Total P* (++.+ (++.+
"
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%nterpretation; Out o" P* respon,ents) majorit! strongl! agree, that the
amiene shoul, e attrative in a restaurant.
Strongl!
Agree,
Agree,
NeitherAgree,
NorDisagree
,
Disagree,
Strongl!
Disagree,
b1 I /ill pre"er to go in a
restaurant /here taste
o" "oo, is goo,( * ' 8 :
taste of foo&
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, strongl! agree 8P 78.* 78.* 78.*
Agree ; (8.: (8.: ==.7
niether agree nor
,isagree
8 P.: P.: ;:.*
strongl! ,isagree ' 8.= 8.= (++.+
Total P* (++.+ (++.+
%nterpretation; Aove ,ata ,epits that taste o" "oo, is the most important
"ator "or the ustomers to ,ine in a restaurant.
Strongl!Agree
,
Agree,
Neither
Agree,Nor
Disagree,
Disagree,
Strongl!Disagre
e,
c1 I li0e the a0groun, ( * ' 8 :
"-
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musi /hile ,ining
bac6/roun& music
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, strongl! agree *+ '*.' '*.' '*.'
agree (= *;.+ *;.+ P(.'
neither agree nor
,isagree
; (8.: (8.: 7:.=
,isagree : =.( =.( ='.;
strongl! ,isagree (+ (P.( (P.( (++.+
Total P* (++.+ (++.+
%nterpretation; Aove ,ata reveals that majorit! o" respon,ents li0e,
a0groun, musi /hile ,ining in the restaurant.
Strongl!
Agree
,
Agree,
NeitherAgree,
Nor
Disagree,
Disagree,
Strongl!
Disagre
e,
&1 >ro0er! shoul, e
"asinating in a
restaurant( * ' 8 :
")
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croc6er'
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, strongl! agree '8 :8.= :8.= :8.=
agree (: *8.* *8.* 7;.+
neither agree nor
,isagree
(+ (P.( (P.( ;:.*
strongl! ,isagree ' 8.= 8.= (++.+
Total P* (++.+ (++.+
%nterpretation; Aove result sho/s us that majorit! o" the respon,ents
/ere agree, that ro0er! o" the restaurant /oul, e "asinating.
Strongl!
Agree,
Agree,
NeitherAgree,
NorDisagree
,
Disagree,
Strongl!
Disagree,
e1 Lighting o" this
restaurant is attrative
an, eauti"ul
( * ' 8 :
!+
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!i/htin/
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, strongl! agree *' '7.( '7.( '7.(
Agree (7 *7.8 *7.8 P8.:
neither agree nor
,isagree
(+ (P.( (P.( =+.P
Disagree 7 ((.' ((.' ;(.;
strongl! ,isagree : =.( =.( (++.+
Total P* (++.+ (++.+
%nterpretation; From the aove results) /e onlu,e that majorit! people
give pre"erene to attrative lighting.
,173 3o/ satis"ie, are !ou /ith the Sta"" Appearane in thisrestaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
!1
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how satisfie& are u with the staff a%%earance in this restaurant
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, e2tremel! satis"ie, 8* P7.7 P7.7 P7.7
Satis"ie, (: *8.* *8.* ;(.;
neither satis"ie, nor
,issatis"ie,
' 8.= 8.= ;P.=
Dissatis"ie, * '.* '.* (++.+
Total P* (++.+ (++.+
%nterpretation; Aove results suggest that people are mostl! satis"ie, !
the sta"" appearane in the restaurant.
,183 3o/ satis"ie, are !ou /ith the seating arrangement o" thisrestaurant
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E2tremel! Satis"ie, ( * ' 8 :
E2tremel!DisG
Satis"ie,
how satisfie& r u with the seatin/ arran/ement1
Fre#uen! @erent ali, @erent
>umulative
@erent
ali
,
e2tremel! satis"ie, *7 8'.: 8'.: 8'.:
Satis"ie, (P *:.= *:.= P;.8
neither satis"ie, nor
,issatis"ie,
; (8.: (8.: ='.;
Dissatis"ie, : =.( =.( ;(.;
e2tremel! ,issatis"ie, : =.( =.( (++.+
Total P* (++.+ (++.+
!"
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%nterpretation; Aove results tell us that respon,ents mostl! are satis"ie,
! the seating arrangements o" the restaurants.
,1933o/ satis"ie, are !ou /ith the ro0er! o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
!!
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croc6er'
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, strongl! agree '8 :8.= :8.= :8.=
Agree (: *8.* *8.* 7;.+
neither agree nor
,isagree
(+ (P.( (P.( ;:.*
strongl! ,isagree ' 8.= 8.= (++.+
Total P* (++.+ (++.+
%nterpretation; As the aove results suggest that there are majorit! o"
ustomers /ho are satis"ie, /ith the restaurants ro0er!.
,1:3 3o/ satis"ie, are !ou /ith the >onstrut o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
!(
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how satisfie& r u with construct
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, e2tremel! satis"ie, 8* P7.7 P7.7 P7.7
Satis"ie, (' *(.+ *(.+ ==.7
neither satis"ie, nor
,issatis"ie,
: =.( =.( ;P.=
Dissatis"ie, * '.* '.* (++.+
Total P* (++.+ (++.+
%nterpretation; As the aove result suggest that there are majorit! o"
ustomers /ho are satis"ie, /ith the restaurants onstrut.
,1;3 3o/ satis"ie, are !ou /ith the Theme >olor o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
!4
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how u satisfie& r u with theme co!or
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, e2tremel! satis"ie, *; 8P.= 8P.= 8P.=
Satis"ie, *8 '=.7 '=.7 =:.:
neither satis"ie, nor
,issatis"ie,
P ;.7 ;.7 ;:.*
Dissatis"ie, ' 8.= 8.= (++.+
Total P* (++.+ (++.+
%nterpretation; As the aove result suggest that there are majorit! o"
ustomers /ho are satis"ie, /ith the restaurants theme olor
.
!
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,1
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E2tremel! Satis"ie, ( * ' 8 :
E2tremel!DisG
Satis"ie,
bac6/roun& music
Fre#uen! @erent ali, @erent
>umulative
@erent
al
i,
strongl! agree *+ '*.' '*.' '*.'
Agree (= *;.+ *;.+ P(.'
neither agree
nor ,isagree
; (8.: (8.: 7:.=
Disagree : =.( =.( ='.;
strongl!
,isagree
(+ (P.( (P.( (++.+
Total P* (++.+ (++.+
!)
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%nterpretation; As the aove result suggests that there are majorit! o"
ustomers /ho are satis"ie, /ith the restaurants Ba0groun, Musi.
,1.=33o/ satis"ie, are !ou /ith the >leanliness o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
-ow satisfie& are 'ou with c!ean!iness
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, e2tremel! satis"ie, ': :P.: :P.: :P.:
Satis"ie, (P *:.= *:.= =*.'
neither satis"ie, nor
,issatis"ie,
; (8.: (8.: ;P.=
Dissatis"ie, ( (.P (.P ;=.8
e2tremel! ,issatis"ie, ( (.P (.P (++.+
Total P* (++.+ (++.+
(+
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%nterpretation; As the aove result suggest that there are majorit! o"
ustomers /ho are satis"ie, /ith the restaurants >leanliness.
,1..3Selet an! one /hih !ou pre"er the most
@rie H @a0agesVVVVV 1ualit! o" Foo,VVVVVAtmosphereVVVVV ServieVVVVV
(1
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Se!ect one of the fo!!owin/ e!ements in the or&er of %reference
Fre#uen! @erent ali, @erent
>umulative
@erent
ali, #ualit! o" "oo, *+ '*.' '*.' '*.'
prie an, pa0ages (; '+.P '+.P P*.;
Amiene (' *(.+ *(.+ ='.;
Servie (+ (P.( (P.( (++.+
Total P* (++.+ (++.+
%nterpretation; As the aove result suggest that there are majorit! o"
ustomers are giving pre"erene to 1ualit! o" "oo, an, prie H pa0ages.
>ON>L$SIONS
(2
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ANO>A
Sum o"
S#uares ," Mean S#uare F Sig.
Amiene Bet/een ?roups (.''= ( (.''= (.*88 .*P;
-ithin ?roups P8.:8; P+ (.+7P
Total P:.==7 P(
taste o" "oo, Bet/een ?roups .++P ( .++P .++P .;'7
-ithin ?roups :;.8*; P+ .;;+
Total :;.8': P(
a0groun, musi Bet/een ?roups .((8 ( .((8 .+:: .=(P
-ithin ?roups (*:.'*( P+ *.+=;
Total (*:.8': P(
>ro0er! Bet/een ?roups .*:: ( .*:: .**= .P':
-ithin ?roups P7.((P P+ (.((;
Total P7.'7( P(
Lighting Bet/een ?roups 8.7== ( 8.7== *.;:; .+;(
-ithin ?roups ;7.+=' P+ (.P(=
Total (+(.=7( P(
ho/ satis"ie, are u /ith
the sta"" appearane in
this restaurant
Bet/een ?roups (.('8 ( (.('8 *.((; .(:(
-ithin ?roups '*.(+= P+ .:':
Total ''.*8* P(
ho/ satis"ie, r u /ith the
seating arrangement.
Bet/een ?roups P.8P7 ( P.8P7 8.('; .+8P
-ithin ?roups ;'.78' P+ (.:P*
Total (++.*(+ P(
ho/ satis"ie, r u /ith
onstrution
Bet/een ?roups (.877 ( (.877 *.8P8 .(**
-ithin ?roups ':.;:; P+ .:;;
Total '7.8': P(
ho/ u satis"ie, r u /ith
theme olor
Bet/een ?roups (.:=+ ( (.:=+ *.'*P .(''
-ithin ?roups 8+.7:; P+ .P7;
Total 8*.''; P(
ho/ satis"ie, r u /ith
leanness
Bet/een ?roups (.'77 ( (.'77 (.7+' .(;7
-ithin ?roups 8=.:(+ P+ .=+;("
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A"ter statistial anal!sis it has een "oun, that at ,"W( an, level o"
signi"iane o" ;:) the alulate, values o" ANOA sho/s that all the
Sig values o" amienes "ators are greater than +.+: e2ept the
seating arrangement "ator. Thus) it means that researh has to aept
the h!pothesis. Researh onlu,e, that there is a signi"iant e""et o"
amiene on ustomers satis"ation in Lal 1ila restaurant.
RE>OMMENDATIONS
A"ter ,etete, onlusion) /e /ere ale to reommen, that
restaurants shoul, improve their amiene. Further researhes oul,
(!
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onentrate on ,etermining attriutes that in"luene ustomer
satis"ation. Amiene is urrentl! eoming the lea,ing "ator in
,etermining ustomer satis"ation.
-e "oun, that people are not onl! ,ining out "or the "oo,) ut the!
also enjo! the ,ining time spent in restaurant. The amiene inreases
the interest o" ustomer to/ar,s the restaurant.
Lighting also has an importane in restaurant. It shoul, e aligne,
/ith the overall theme o" the restaurant. Sta"" is the "ront men o" the
restaurant. The sta""s appearane shoul, e up to the mar0. >olor has a
ps!hologial aspet on the human eings. >hoosing the right olor "or
the restaurant shoul, e ta0en into aount. >onstrut o" the restaurant
is a vital "ator o" amiene.
No/ a ,a!s most o" the prominent restaurants are ompeting to one
another not onl! through one element suh as "oo, #ualit!) prie et) ut
also through amiene. There"ore it is strongl! reommen,e, that
restaurants shoul, a,, value to their usiness ! "ousing on the
amiene.
REFEREN>ES
((
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(. Bartlett) .E.) an, 3an) F. *++7. Anal!sis o" servie #ualit! in
restaurants in >hina& An eastern perspetive. ABR H TL>
>on"erene @roee,ings
*. Soriano) D.R. *++*. >ustomers e2petations "ators in restaurants.
The situation in Spain. International ournal o" 1ualit! H Reliailit!
Management) (;) (+::G(+P7.
'. %ivela) .) Reee) .) an, Ina0aran) R. (;;;. >onsumer researh in
the restaurant environment. @art *& Researh ,esign an, anal!tial
metho,s. International ournal o" >ontemporar! 3ospitalit!
Management) (() *P;G*=P.
8. An,alee) S.S.) an, >on/a!) >. *++P. >ustomer satis"ation in the
restaurant in,ustr!& an e2amination o" the transationGspei"i
mo,el. ournal o" Servie Mar0eting) *+) 'G((.
:. Leo . Shapiro Foo, Researh Institute at %en,all >ollege) Feruar!
7) *++7. Journal Of Gusto: The Lost Ingredient To Restaurant
Success, 2
P. North) A.>. an, 3argreaves) D.. 6(;;P9 The E""ets o" Musi on
Responses to a Dining Area) ournal o" Environmental @s!holog!
(P& ::QP8. North) A.>. an, 3argreaves) D.. 6(;;=9 The E""et o"
(4
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Musi on Atmosphere an, @urhase Intentions in a >a"eteria)
ournal o" Applie, @s!holog! *=689& **:8Q7'.
7. Areni) >.S. an, %im) D. 6(;;'9 The In"luene o" Ba0groun, Musi
on Shopping Behavior& lassial versus TopG8+ Musi in a -ine
Store) A,vanes in >onsumer Researh *+& ''PQ8+.
=. Ra,o!) R.E. an, Bo!le) .D. 6(;;79 @s!hologial Foun,ations o"
Musial Behavior) 'r, e,n. Spring"iel,) IL& >harles >. Thomas.
;. Barara S. %. -ong) anuar! (:) *++;) >olor @s!holog! in Design.
Journal of Shine-21, 2-6
1+. Len Dele0ta) 6*++=9 3o/ important is !our ompan!s image to
!ou onGline A)ai!ab!e http&CC///.ha/aiihospitalit!online.om
((. U>ollins) B. 6(;;'9. Evaluation o" Sujetive Response to
Lighting ,istriutions& A Literature Revie/. NISTIR :(;.
?aithersurg) MD& National Institute o" Stan,ar,s an, Tehnolog!.
UFl!nn) . 6(;779. A Stu,! o" Sujetive Responses to Lo/ Energ!
an, Nonuni"orm Lighting S!stems. Lighting Design an,
Appliations) 76*9) PG(:.
UFl!nn) . 6(;7') anuar!9. The @s!holog! o" Light& Orientation as
a isual Tas0. Eletrial >onsultant. (+G*(.
(
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58/60
UFl!nn) .) Spener) T. .) Mart!niu0) O.) H 3en,ri0) >. 6(;7'9.
Interim Stu,! o" @roe,ures "or Investigating the E""et o" Light on
Impression an, Behavior. ournal o" the Illuminating Engineering
Soiet!) ') ;8G;P.
(*. So Far) 3ooters >ant >laim O/nership o" ShortGShorts) B!
Ran,! Broerg an, >her!l -ith!ome) anuar! *') 2006 edition
of the ail! Journal
A@@ENDIX
(9 Selet !our age group.
(:GGG*8 *:GGG'8 ':GGG8; :+GGGP: aoveP:
*9 ?en,er Male Female
*9 @lease he0 the one /hih est ,esries ho/ strongl! !ou Agreeor Disagree /ith eah statement.
(-
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79 3o/ satis"ie, are !ou /ith the >onstrut o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
=9 3o/ satis"ie, are !ou /ith the Theme >olor o" this restaurant
E2tremel!
Satis"ie,( ' 8 :
E2tremel!DisG
Satis"ie,
;9 3o/ satis"ie, are !ou /ith the Ba0groun, Musi o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
(+9 3o/ satis"ie, are !ou /ith the >leanliness o" this restaurant
E2tremel!
Satis"ie,( * ' 8 :
E2tremel!DisG
Satis"ie,
((9 Selet an! one /hih !ou pre"er the most
@rie H @a0agesVVVVV 1ualit! o" Foo,VVVVV
AtmosphereVVVVV ServieVVVVV
*o&&ents %y Tec(er
Most!y '!riri-ed
Recommended