THE INFLUENCE OF RESTAURANT LAYOUT CHARACTERISTIC ON MEAL DURATION AND CUSTOMER SPENDING

Abstract

This study investigates the link between the different restaurant layout characteristics that have an influence on meal duration and customer spending in Malaysia. A conceptual model comprising different variables like background music, lighting and ambiance were studied for customer meal duration and customer spending. Certainly, one goal of restaurant lighting is to create an attractive, pleasant setting for a meal. Pleasure has been linked with spending behaviour and restaurant preference, which are mediated by emotions that can be influenced by lighting’s character. This study was conducted on citizens who dine out in the restaurants in Malaysia by using a quantitative research approach, and 295 citizens in Malaysia participated in the study. The findings reveal that the various layout characteristic factors considered in the study are low positively correlated with meal duration and customer spending and have a significant impact on the citizens who dine out in Malaysia. It could be concluded from the results that the influence of background music in a restaurant had a significant effect on meal duration and customer spending. The result of this study offers a direction towards better restaurant layout characteristic, which leads to an increase of the competitive influence of the restaurant business in the marketplace.