The effect of physical environment of restaurant towards customer satisfaction / Nur Fatin Mohd Rosli and Muhammad Harraz Mohammad Lotpi

This study was illustrated to customers who living all around the world. The purpose of this study is to identify the elements and most influence element of physical environment towards customer satisfaction. Literature from previous study can helps in filling the gap between research title and existing study. Most of the journals and articles are from reliable and trusted sources with sufficient information provided. Technological advances have led to vast amounts of data that has been collected, compiled, and archived, and that is now easily accessible for research. As a result, utilizing existing data for research is becoming more prevalent, and therefore secondary data analysis will be used. While secondary analysis is flexible and can be utilized in several ways. For the finding and analysis will explores the environment of the restaurant and the use of atmospheric or physical environment by the restaurateurs through the reactions of the customers. The dimension of colour, design, lighting, layout, facility aesthetic, table setting, and service personnel were measured through the customer’s satisfaction. The previous researchers and studies that stated the satisfied and dissatisfied customer through their analysis and test will prove the statements. The result will show that how researcher could identify the elements that influence the physical environment of restaurant towards customer satisfaction. This finding can be used by another researcher for their study, indeed.