Restaurant color’s as stimuli to enhance pleasure feeling and its effect on diners’ behavioral intentions in the family chain restaurants / Mohhidin Othman and Bahar Goodarzirad

Othman, Mohhidin and Goodarzirad, Bahar (2013) Restaurant color’s as stimuli to enhance pleasure feeling and its effect on diners’ behavioral intentions in the family chain restaurants / Mohhidin Othman and Bahar Goodarzirad. Journal of Tourism, Hospitality & Culinary Arts, 5 (1). pp. 75-101. ISSN 1985-8914 , 2590-3837

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Abstract

Colors have significant impact on our daily life and play an impor- tant role in enhancing an environment as well as forming impres- sions. Restaurants’ servicescape color has received limited research interest in the past but it is becoming an important consideration in future servicescape design and construction. The aim of this paper is to investigate the effects of servicescape color on diners’ pleasure feelings and behaviors in family chain restaurants in Malaysia. Data gathered through the convenience sampling of family chain restau- rant customers using a structured self-administrated questionnaire. This study found that color an aspect of servicescapes as stimuli that enhance pleasure feeling in consumption experience and in turn af- fected diners’ behavioral intentions. Findings show that colors play persuasive roles in forming feelings and behaviors, and restaurant managers should focus on the color of servicescape as it plays an important role in creating positive consumer outcomes and building stronger customer relationships.

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Item Type: Article
Creators:
Creators
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Othman, Mohhidin
UNSPECIFIED
Goodarzirad, Bahar
UNSPECIFIED
Subjects: T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
T Technology > TX Home economics > Food service
T Technology > TX Home economics > Restaurants, cafeterias, tearooms, etc.
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 , 2590-3837
Volume: 5
Number: 1
Page Range: pp. 75-101
Official URL: https://www.jthca.org/
Item ID: 44566
Uncontrolled Keywords: color; servicescape; pleasure feeling; behavioral intentions; family chain restaurants; Malaysia
URI: https://ir.uitm.edu.my/id/eprint/44566

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44566

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