Physical Environment Essay

404 Words2 Pages
Physical environment Physical environment is also one of the variables that measure customer satisfaction. It is described as the elements of both outside and inside the restaurant whereby customers interact throughout the process of their service experience (Walter & Edvardsson, 2012). Factors of physical environment that measure customer satisfaction comprise of cleanliness, ambience and design of the restaurant. Customers consider cleanliness to be an essential clue of physical environmental quality. Dimension of cleanliness consists of the exterior or interior of the restaurant, restroom cleanliness as well as server’s appearance and behaviour. Exterior of the restaurant represents the restaurant's neighbourhood and parking lot. Restroom appearance includes cleanliness of floors, trash and odour in the restroom. Interior of restaurant represents the cleanliness of seat cushions, floors and furniture (Barber & Scarcelli, 2010). Server’s appearance and behaviour include hair style, uniform, bare-hand contact with food or improper handle glassware and dishes which captured the customers concern for health and sanitation (Seung, 2012). Thus, the cleanliness of the restaurant seems to be a vital factor whereby any incremental improvement in the cleanliness of the restaurant is likely to increase customer satisfaction (Chadee & Mattsson, 1996). Many empirical studies have shown that customers respond emotionally to a variety of physical environments, which include both design and ambient factors (Lin & Liang, 2011). Ambient factors are background conditions in the environment, including lighting, music, scent, comfortable seating and free wireless access whereas design factors are are more visual in nature, including layout, facilities and colour (Baker et al., 1994; Lin & Liang, 2011). Design conveys a sense of coziness (Jang and Namkung, 2009) and

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