A Study of Constructing Indices for Establishing Successful Restaurant Atmosphere
Yen-Cheng Chen
Department of Applied Science of Living, Chinese Cultural University, Taiwan.
Pei-Ling Tsui
Department of Hospitality Management, National Taitung College, Taiwan and Graduate Institute of Technological and Vocational Education, National Taipei University of Technology, Taiwan.
Hsin-I Chen *
Department of Applied Science of Living, Chinese Cultural University, Taiwan.
Shu-Hsin Ko
Department of Applied Science of Living, Chinese Cultural University, Taiwan.
*Author to whom correspondence should be addressed.
Abstract
Restaurant operation has always been an essential profit source for international hotels. Although food is the core element for a restaurant, there are other clues for attracting customers according to past research, such as store atmosphere. Store atmospheres significantly influence customers’ purchase intention, satisfaction and loyalty. Though literatures indicated directly influences on atmospheres on restaurant operation and customers’ impression, a lack of study towards the essential atmosphere factors for restaurant. This study aims to construct the essential atmosphere factors for restaurant operation. Delphi method was employed in study to collect experts’ opinions, including professors in related fields, managers of hotel restaurants, and experienced VIP customers of famous international hotels. Overall, there were four rounds of questionnaires processed. The results of this study provide restaurant managers and operators a set of factors towards establishing positive restaurant atmosphere in a hotel, which would help to increase customer satisfaction and purchase intention.
Keywords: Delphi method, atmosphere, restaurant.