imran lal qila ambience

8/13/2019 Imran Lal Qila Ambience

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EFFECT OF AMBIENCE ONCUSTOMER SATISFACTION IN

RESTAURANTS

Business English Report

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Report

SUBMITTED TO:

A research report submitted to Dr. Tanveer Anjum in part fulfillment of the

requirement for the Business English course

GROUP MEMBERS:

Talha Khalil 11!"

#$ed %mran Ali &i'vi 11(1)

Adnan *ahid 12+2!

,arhan A'i' 12-(

DATE OF SUBMISSION

"1Dec2+1+

"


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LETTER OF TRANSMITTAL

Dr. Tanveer Anjum

Fault! o" Business English

I#ra $niversit!

%arahi.

Date& '(stDe) *+(+

Respete, Mam)

-e have the pleasure o" sumitting the "inal report on Effect of

Ambience on Customer Satisfaction. The purpose o" this report is to

outline To what etent the factors of ambience can inf!uence the

customer satisfaction in a restaurant. In this report o" ours) /e

have ta0en opinions "rom a large numer o" people insi,e Lal 1ila)

%arahi.

-e have prepare, this report as a part o" our term report assigne, !

!ou to us an, /e hope that the report /ill e up to !our e2petations

an, the people) /ho /ill rea, it) get a goo, un,erstan,ing aout the

/hat e2tent the "ators o" amiene an in"luene the ustomer

satis"ation in a restaurant.

3ope"ull!) the report /ill "ul"ill its purpose an, e ene"iial to !ou as /e

have ,one our est to optimi4e our results.

5ours Sinerel!

!


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Talha %halil

6((78'9

S!e, Imran Ali Ri4vi

6((:(;9

A,nan %NO-LED?EMENT

It /oul, e ver! eas! to sa! that /e as a team o" "our omplete, our

Term report ! ourselves /ithout an! help. 3o/ever as muh as it /oul,

e eas! to sa!) it /oul, e a lie. Sine this term report has inputs "rom

man! other people. Thus /e /oul, li0e to ta0e this opportunit! to than0

them.

First o" all) /e /oul, li0e to than0 all the people /ho partiipate, in the

#uestionnaire session that /e on,ute,. -ithout their help an,

opinions /e /oul, never have een ale to ollet the @rimar! Data.

Seon,l!) /e /oul, li0e to a0no/le,ge our Fault! Dr. Tanveer Anjum)

/ho "rom the start gave her inputs an, her i,eas on ho/ to /rite this

term report. In a,,ition) she also provi,e, us /ith the 0no/le,ge aout

the topi /hih /as essential in un,erstan,ing the in"ormation that /e

otaine,.

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Lastl!) /e /oul, li0e to than0 our "amilies "or un,erstan,ing an,

provi,ing us /ith the resoures to omplete this researh report.

TABLE OF >ONTENT

/etter of Transmittal 00000000000000000000000!

Acnoledgement000000000000000000000000..(

Table of 3ontents 000000000000000000000000...4

Table of %llustrator 000000000000000000000000..-

Abstract 0000000000000000000000000000...)

Introduction

5hat is 3ustomer #atisfaction0000000000000000000..1+

#cope of #tud$000..00000000.0000000000000011

&esearch 6bjective00000000000000000000000011

A Brief History of L! "i!00000000000000000000..12

Literture Re#ie$000000000000000000000000.14

Pro%!e& Stte&ent0000000000000000000000002(

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Hy'(ot(esis De#e!o'&ent0000000000000000000002(

Reserc( Met(odo!o)y

#ampling Design000000000000000000000000..24

7ariables000000000000000000000000000...2

Data 3ollection0000000000000000000000000..2

"uestionnire00000000000000000000000000.2)

*onc!usion + Reco&&endtion

3onclusion000000000000000000000000000.!"

&ecommendation000000000000000000000000...!(

References000000000000000000000000000!4

A''endi,0000000000000000000000000000!-


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TABLE OF ILL$STRATOR

81. Age group. 000000000000000000000002)

82. 9ender.000000000000000000000000.0"+

8".One /hih est ,esries ho/ strongl! !ou Agree or

Disagree00....."1

8!. 3o/ satis"ie, are !ou /ith the Sta"" Appearane0000 000...."!

8(. 3o/ satis"ie, are !ou /ith the seating arrangement00000..0"(

84. 3o/ satis"ie, are !ou /ith the ro0er!00000000000.."4

8. 3o/ satis"ie, are !ou /ith the >onstrut9ender:000000..0."

8-. 3o/ satis"ie, are !ou /ith the Theme >olor000000000.."-

8). 3o/ satis"ie, are !ou /ith the Ba0groun, Musi 000000....")

81+. 3o/ satis"ie, are !ou /ith the >leanliness 000000000.!+

811. #elect an$ one; 00000000000000..000000..!1

)


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ABSTRA>T

The gra,uate program o" stu,! re#uires that eah stu,ent o"

assigne, group prepares a usiness English projet on a spei"i area or

pro,ut an, sumits a report on it. The @rojet is inlu,e, in the

urriulum /ith a vie/ to s!nthesi4e the e,uation gathere, ,uring the

omplete ourse re,ite, ! the stu,ent ,uring the gra,uation programat I1RA $niversit! %arahi >ampus. >reating a report o" the projet is a

part o" s0ill uil,ing o" the stu,ent "or their pro"essional areer.

Some gui,elines are man,ator! to "ollo/ ,uring the preparation o" the

report) /hile the others help in improving the presentation o" the /or0

aomplishe, in the projet.The researh uilt a oneptual mo,el to

sho/ ho/ ustomers pereptions o" ,ining environments in"luene

ehavioral intentions through emotions in the upsale restaurant setting.

An environmental ps!holog! mo,el /as propose, to e2plore the

lin0ages et/een ustomers pereptions an, emotions 6pleasure an,

arousal9 an, et/een ustomers emotional states an, ehavioral

intentions. A strutural e#uation mo,eling anal!sis reveale, that "ailit!

aesthetis) amiene) an, emplo!ees ha, signi"iant e""ets on the level

o" ustomer pleasure /hile amiene an, emplo!ees signi"iantl!

in"luene, the level o" arousal. In a,,ition) pleasure an, arousal ha,

signi"iant impats on ehavioral intentions) an, pleasure appeare, to

e the more in"luential emotion o" the t/o. Impliations "or restaurateurs

an, aa,emi researhers are also ,isusse,.

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intro,ution

1.1"hat is customer satisfaction#$

>ustomer satis"ation) a usiness term) is a measure o" ho/ pro,uts

an, servies supplie, ! a ompan! meet or surpass ustomer

e2petation. It is seen as a 0e! per"ormane in,iator /ithin usiness

an, is part o" the "our o" a Balane, Sorear,.

In a ompetitive mar0etplae /here usinesses ompete "or

ustomers) ustomer satis"ation is seen as a 0e! ,i""erentiator an,

inreasingl! has eome a 0e! element o" usiness strateg!.

There is a sustantial o,! o" empirial literature that estalishes the

ene"its o" ustomer satis"ation "or "irms.

Measuring ustomer satis"ation provi,es an in,iation o" ho/

suess"ul the organi4ation is at provi,ing pro,uts an,Cor servies to

the mar0etplae. >ustomer satis"ation is an astrat onept an, the

atual mani"estation o" the state o" satis"ation /ill var! "rom person

to person an, pro,utCservie to pro,utCservie. The state o"

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satis"ation ,epen,s on a numer o" oth ps!hologial an, ph!sial

variales /hih orrelate /ith satis"ation ehaviors suh as return

an, reommen, rate. The level o" satis"ation an also var!

,epen,ing on other "ators the ustomer) suh as other pro,uts

against /hih the ustomer an ompare the organi4ations pro,uts.

-or0 ,one ! @arasuraman) ronin

an, Ta!lor e2ten,e, the ,ison"irmation theor! ! omining the

gap ,esrie, ! @arasuraman)


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The "in,ings o" this projet shall e appliale to the ustomers

an, the manager o" Lal 1ila Restaurant.

(.'Research Ob(ecti)es#$

The ojetive o" this stu,! is to "in, the e""et o" amiene on

ustomer satis"ation in Lal 1ila restaurant.

To stu,! the ehavior ,i""erent age groups regar,ing the

amiene.

To stu,! the ehavior o" gen,er regar,ing the amiene.

To the stu,! the li0ing an, ,isli0ing o" the "ators o" amiene.

-hat is the most pre"erale attriute that attrats the ustomers

to ,ine in Lal 1ila restaurant) suh as) 1ualit! o" "oo,) @rie an,

pa0ages) Amiene an, Servie.

A rie" histor! o" lal #ila

Lal 1ila is the projet o" Suleman 3aji Omerson "amil!. Its

ompletion ost is the onentration H ,evotion o" ever! memer o" the

"amil! involve, in this projet. Ever! memer /ent to great lengths to

ompl! /ith the responsiilities given to him. Lal 1ila is not onl! a

projet) ut an e2eution o" ,etermination an, sinerit!) /hih has

Alham,olillah een reali4e, suess"ull!.

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*eo%!e Behin& The +a!,i!a

Mr. Shaukat Ali Suleman

Mr. Shau0at Ali Suleman is the >hie" E2eutive o" Lal 1ila. In"use,

! his ,ream) he ma,e his min, an, stu0 "irm to his ,etermination. 3e

sa!s) To uil, a restaurant /as m! ,ream an, no/ I have translate, itJ.

Mr. Shau0at Ali Suleman has a vast e2periene in atering an, "oo,. Its

not onl! his usiness ut a li"e long pursuit too. Foo, not onl! serves his

o,!) ut more to his soulK To,a!) Mr. Shau0at Ali Suleman pla!s a

pivotal role in setting high gui,elines "or "oo, serve, in LaL 1ila. 3is

personal interest 0eeps the menu at LaL1ila innovative an, meeting the

high stan,ar,s o" our guests.

Mr. Muhammad Ali

Mr. Muhamma, Ali Suleman also pla!s a vital role in e2eution H

onstrution o" the projet) /hih inlu,e, a hallenge to omplete the

projet in Si2 months. It is onl! eause o" him that the projet /as

omplete, /ithin time an, in limite, u,get. Mr. Muhamma, Ali has a

han,Gon st!le o" management an, it is onl! ,ue to his personal interest

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that to,a! the onstrution maintenane nee,s o" LaL1ila are met. The

FuN1ila) the largest pla! area in an! restaurant in @a0istan /as ma,e

possile ,ue to his e""orts. It is totall! han, ra"te, an, ustom ma,e

/ith the "uture %ings H 1ueens. 3e is also pla!ing a 0e! role in the

mo,erni4ation o" LaL1ilas storage an, logistial "ailities.

Mr. Muhammad Umar Qasim

Mr. M. $mar 1asim son o" Mr. Muhamma, 1asim Suleman is the

Managing Diretor o" LaL1ila. -hile Mr. Shau0at Ali Suleman /as /aiting

impatientl! "or his ,ream to e true) Mr. M. $mar 1asim /as in $.S.A "or

his higher stu,ies 6MBA Mar0eting9. Over there he availe, himsel" o" the

opportunit! to "ul"ill his eagerness "or his 3otel Management ! joining a

restaurant as a part time jo. Returning "rom $.S.A) he joine, his unle

Mr. Shau0at Ali Suleman an, move, on to the venture o" LaL1ila. 3is

longing "or 3ospitalit! In,ustr! turne, out to e his areer. 3e has an

interest in ulture) /hih is evi,ent "orm his uni#ue olletion "or Lal1ila.

For this purpose) he ma,e "re#uent tours to the interior Sin,h to have a

loser loo0 o" the village li"e H ulture.

Mr. Abid Siddiq Omerson

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Mr. Ai, Si,,i# Omerson son o" Mr. Si,,i# Suleman Omerson is the

Diretor o" LaL1ila. 3e joine, the usiness a"ter gra,uation B.S. 63ons9

Eonomis) seuring "irst position in (;;;. To start Lal1ilas journe!

to/ar,s a Total 1ualit! Management S!stem) he propose, to the Boar,

o" Diretors to implement ISO ;++( as a "irst step. For this purpose he

/as hosen to e the 1ualit! Management Representative. -ith Deloitte

H Touh as our onsultants) LaL1ila geare, up not onl! "or ISO ;+++

erti"iation ut also "or "urther erti"iations an, ,evelopment in its

s!stem. This e""ort ulminate, in the erti"iation o" LaL1ila to ISO

;++(&*+++) the "irst restaurant to ,o so in the su ontinent. This prove,

to the stepping stone to/ar,s the "ranhising o" Lal 1ila Restaurant.

Mr. Ai, Si,,i# Omerson has returne, a"ter pursuing his higher

stu,ies ompleting MBA "rom M?ill $niversit! in Montreal) >ana,a.

Mr. Shakir Yousuf Omerson

Mr. Sha0ir 5ousu" Omerson son o" Mr. 5usu" Suleman joine, Lal1ila

/hile he /as pursuing higher e,uation 6MBA9 "rom I#ra $niversit!. Mr.

Sha0ir has een ,iretl! involve, /ith eah an, ever! ,epartment o" the

organi4ation at eah level. 3imsel" a master he") he is ompletel! at

home in the 0ithen. In "at it is al/a!s more li0el! to "in, him in the

0ithen rather than in the o""ie. 3e is most enthusiasti aout

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,eveloping ne/ an, uni#ue reipes /ith a variet! o" tastes. Foo, is his

passion. -hether it is innovating "or ne/ menu items) implementing a

ne/ 0ithen regimen or a ne/ mar0eting or ustomer servie plan Mr.

Sha0ir is e#uall! a,ept at all these jos. The "oo, laorator! o" Lal 1ila

reall! len,s a han, in his #uest "or per"etion. Not onl! is Mr. Sha0ir

arme, /ith an MBA an, ample e2periene in Lal 1ila Restaurant) he has

also omplete, several pro"essional ,iploma ourses "rom the @a0istan

Institute o" Tourism an, 3otel Management eing a position hol,er in his

lass.

Architect of LalQila

Mr. Ra4i ulture) tra,ition H histor! are his

"avorite sujets. 3e is an e2pert in In,ian Art an, Arhiteture an, is a

reno/ne, teaher in man! institutes. 3e sa!s) This projet is a projet

o" love.J In ompanionship o" Mr. Shau0at Ali Suleman H Mr. M. $mar

1asim) he ma,e "re#uent researh tours to various plaes in @a0istan to

grasp the theme strongl!. At last he got it ,uring their tour to Lahore an,

it /as in the Ba,shahi 1ila 6also uilt ! the Mughals9 that the i,ea o"

Lal1ila ame into eing. Mr. Ra4i


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hina) 3ong %ong an,

$SA use, the asi "ators to ,etermine ustomer satis"ation. Fators

that are onsi,ere, are servie #ualit! an, pro,ut #ualit!.

The researh ,one ! Bartlett an, 3an 6*++79 /as ase, on

e2perienes "rom ,ining in >hina. Their researh /as ase, on the

SER1$AL mo,el ho/ever) man! items ,i, not "it /ithin those

ategories or nee,e, to e anal!4e, "urther. Other ategories that

evolve, in terms o" ustomer satis"ation in the restaurants in >hina

inlu,e, #ualit! o" ,ishes an, prie (. The! "urther state that in the

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restaurant in,ustr! oth the "oo, an, the servie #ualit! reate the total

e2periene "or the onsumer.

The researh stu,ie, in Spain ! Soriano 6*++*9) also loo0s into

these main "ators. O""ering goo, "oo, an, servie is not enough to

attrat an, retain onsumers *. In or,er to gain a ompetitive

a,vantage in to,a!s mar0et restaurants have to o""er meals that o""er

goo, value in a "avorale amiene *.

The researh on,ute, in 3ong %ong ! %ivela) Ina0aran an,

Reee 6*+++9) anal!4e, ustomer satis"ation "ators ase, on "iveG

,imensions /hih are "irst an, last impressions) servie e2ellene)

amiene e2ellene) "oo, e2ellene an, "eeling om"ortale eating

there an, reservations an, par0ing '. Another 3ong %ong researh

on,ute, ! @un an, 3o 6*++(9) mentione, that the ompetitive

loation) pries) "oo, #ualit! an, ustomer servies /ere among the

main ,eterminants o" people onsi,ering the restaurant servies. The

purpose o" the researh on,ute, in $SA ! An,alee an, >on/a!

6*++P9 /as to ,etermine the "ators that e2plain ustomer satis"ation in

the "ull servie restaurant in,ustr!. Aor,ing to them) "ull servie

restaurants shoul, "ous on three elements /hih are servie #ualit!

6responsiveness9) prie an, "oo, #ualit! 6reliailit!9 i" ustomer

satis"ation is to e treate, as a strategi variale.

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-e use, the transationGspei"i mo,el suggeste, ! Teas 6(;;'9

an, later e2pan,e, ! @arasuraman)


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In (;;P) North an, 3argreaves stu,ie, the e""et o" musi on

atmosphere in a universit! a"eteria 6North an, 3argreaves) (;;P9.

Results suggeste, that ustomers li0ing o" the a"eteria inrease, /ith

their li0ing "or the musi pla!e, /ithin it. In a "ollo/Gup stu,!) North

an, 3argreaves 6(;;=9 investigate, /hether a""etive responses to

musi o" ,i""erent st!les oul, in"luene the pereive, harateristis o"

a ommerial environment. Results suggeste, that ,i""erent musial

on,itions in"luene, sujets pereptions aout the a"eteria.

Furthermore) the nature o" sujets pereptions o" the a"eteria sho/e,

a relationship to their pereption o" the musi. North an, 3argreaves

6(;;=9 state, that the impliations o" their stu,! nee,e, to e vali,ate,

! "uture researh. In response) the present stu,! e2plores the e""et o"

musi on pereive, atmosphere an, purhase intentions in a restaurant.

-hile the metho,olog! emplo!e, in the North an, 3argreaves stu,! is

maintaine, to a large e2tent) the present researh ,esign has een

e2pan,e, to inorporate a roa,er range o" musial on,itions. Further)

as suggeste, ! North an, 3argreaves) the present stu,! utili4es a nonG

stu,ent sujet sample. P

A numer o" stu,ies suggest that musi has the potential to

in"luene pro,ut hoie 6Alpert an, Alpert) (;;+ Areni an, %im) (;;'9.

The i,ea that musi onve!s an, triggers relevant in"ormation that ma!

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prime onsumers elie"s aout a pro,ut has een ,esrie, as musial

"it. 7

It has een suggeste, that people are li0el! to spen, more time

an, mone! in a restaurant or retail environment i" the musi eing

pla!e, is onsi,ere, appropriate 6Ra,o! an, Bo!le) (;;79. There"ore)

patrons in the present stu,! /ere as0e, to in,iate /hether the!

thought the musi eing pla!e, in the restaurant /as appropriate.

Responses are onsi,ere, in terms o" patrons pereption o" atmosphere

an, the amount o" mone! the! are /illing to spen,. @atrons /ere also

as0e, to rate their level o" a/areness o" the musi eing pla!e,. Base,

on the harateristis o" simulative an, se,ative musi ,esrie, !

Ra,o! an, Bo!le 6(;;79) it /as pre,ite, that sujets a/areness o"

the musi /oul, e greater in the popular) ja44 an, ontrol on,itions.=

Aor,ing to >arl ung) ,eep ,o/n in humans ps!he is olletive

unonsious /here there are ontent o" arhet!pes GGG the original

pattern or mo,el "rom /hih other things o" the same 0in, are ma,e.

Those are the "oun,ation images that are ,evelope, an, "orme, "rom

our anestors through thousan,s o" !ears. >olor is a part o" our

ps!hologial an, iologial heritage there"ore sometimes /e response

to olor in ertain /a!) "or e2ample) /e thin0 that re, is hot an, lue is

ool) these are "oun, to e universal responses.

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But olor is also #uite personal sine eah in,ivi,ual has their o/n

personalit! an, their pre"erenes o" olor are ,iverse. As ung also

mentione, aout the e2travert an, introvert t!pe o" personalit! an, it is

"oun, that these t!pes o" personalit! have ,issimilar olor pre"erenes&

the e2traverte, personalit! t!pe has a greater ten,en! to/ar, more

intensive stimulation) so the! are enjo!e, more in olor"ul surroun,ings)

/hiles introverte, personalit! t!pe o" people are more "avor lo/er

,egree o" stimulation) an, lo/er intensit! o" olor are pre"erre,.

>olor an also a""ete, ! ulture an, soial tren,) /hih means

the meaning o" olor is not the same aross ,i""erent ultures an, perio,

o" time. Sine /e are living in ,i""erent soieties an, the meanings o"

olors are "orme, ! m!th) value) elie") religion) soial ustom) as /ell

as geographial an, historial a0groun, o" that soiet!. For instane)

green has religion signi"iant in Islam an, the loa0 o" the prophet /as

green so it is also a s!mol o" hope. But in >hina) the prover /earing

green hat means the husan, has an un"aith"ul /i"e. Moreover) ulture

also in"luenes the pre"erenes o" olor) "or e2ample) the apanese li0e

gentle olors o" /ater) s0! an, /oo, /hereas the Me2ian people pre"er

vivi, olor theme.

On the other han,) the pre"erenes o" olor also hanges through

time. >olor hanges are sai, to re"let the


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soial hange) an, moo, o" that partiular time. For e2ample in the

(;P+s) ps!he,eli olors /ere popular sine it ehoe, the optimisti

spirit o" that era /hile in the /ar time an, in time o" regression) people

ten,s to /ear lo/ intensit! olors /hih mirrors the gloom! moo, o" the

,i""iult !ears.;

I have a sa!ing that I have use, "or man! !ears. -hen !our

emplo!ees loo0 goo,) !our ompan! loo0s even etter. 3eres /h!& A

ompan! /ith high stan,ar,s usuall! has a uni"orm program.

So /h! uni"orms $ni"orms an, logos are use, to a,,ress a variet!

o" usiness nee,s& "rom ustomer lo!alt! to emplo!ee retention an,

a,vertising) an, to promoting an, reating a positive image "or !ou.

To,a!) smart managers an, usiness o/ners are ,isovering e2iting

opportunities to turn their uni"orm programs into a genuine ompetitive

a,vantage in the mar0etplae. 3ere are some reasons to onsi,er the

ene"its o" a uni"orm program "or !our usiness.

A uni"orm program is ustomi4e, "or !our usiness an, the

/or0plae environments !our sta"" /ill enounter) so that lothing that

/ill not get in the /a! o" the /or0 at han,. Even i" most o" !our sta""

hooses appropriate apparel most o" the time) /h! leave it to hane

Ever!one /ants to /or0 in om"ortale lothing) ut "or people in the

hotel an, restaurant usiness) ,urailit! an, st!le as /ell as om"ort an,

"it are e#uall! important. I tal0e, /ith a numer o" ,eision ma0ers /ith

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various ompanies on the importane o" uni"orms an, /hat the! mean

to their usiness image. Tom ones) presi,ent o" ?!ota0u Restaurants)

sai, uni"orms nee, to e ongruent /ith the restaurant atmosphere an,

also e a "untional "it /ithin the orporate ost struture. $ni"orms are

a neessar! ost /ithin the operation o" the restaurant an, the ?!ota0u

management sta"" hooses to involve emplo!ees in the uni"orm ,eision

proess)J ones sai,. The uni"orms nee, to have the ompan! logo to

remin, an, rein"ore to the ustomer /here the! are ,ining. -e elieve

uni"orms shoul, e neat an, "resh loo0ing /hile aenting olors o" the

restaurant.J $ni"orms an "ill an important role in an! ompan!s

a,vertising an, ran,ing program. A /ellG,esigne, an, onsistent

uni"orm loo0 ma0es positive statements aout !our usiness an,

ompan! values. $ni"orms are use, to reate an, promote an image "or

!our ompan!. I" !our emplo!ees are e2ite, aout !our uni"orm

program then these goo, "eelings /ill trans"er to !our ustomers. B!

having all emplo!ees /ear the ompan! uni"orm on a ,ail! asis) !ou

an help uil, !our reputation an, reognition U an, !our a,vertising

,ollars /ill streth even "urther. Russell >hun) general manager) Miramar

at -ai0i0i 3otel) sai,) -e must al/a!s e a/are o" our ustomers

pereptions o" our propert! an, the image /e are onve!ing /ith our

uni"orms. $ni"orms are a neessar! e2pense /ithin the hotel struture

an, it helps us i,enti"! the image /e /ish to reate. $ni"orms hosen

2(


26/60

must e om"ortale) st!lish an, "it) an, help enhane the emplo!ee

attitu,e. -e all must un,erstan, that their e""et an e po/er"ul an,

shoul, not e ta0en lightl!. These osts are not /elome, ut

un,erstoo, as neessar! eause these uni"orms are a re"letion o" the

propert! an, the image /e /ish to onve!.J Sott @auli) orporate

,iretor o" house0eeping at Resort 1uest 3a/aii sai,) $ni"orms reate

the image o" ho/ !ou /ant !our ompan! to e sho/n. Funtionall!) a

poor uni"orm seletion an lea, to prolems an, !ou must /or0 /ith

!our ven,or. Let !our supplier 0no/ /hat !our re#uirements are. This

oul, inlu,e proessing re#uirements) replaement !le) "ari hoies

an, u,get limitations) sto0 levels an, availailit!) olors an, the

e2pete, li"e o" the program. All these "ators are important i" !our

uni"orm program is to e a suess.J $ni"orms shoul, mean muh more

than a ompan! re#uirement. The! shoul, "ul"ill the ompan! image

/ithin the u,get alloation ho/ever) !ou annot settle "or the heapest

ost i" it ,oes not "ul"ill the ompan! statement or re"let the true assets

o" the ompan!. -e shoul, e onve!ing a pro"essional image /ith our

uni"orm program. -hat ma0es our uni"orms uni#ue over our

ompetitors Is it a ustom print or "ari /ith aloha /ear logos) st!ling)

"untionalit! or olor seletion It an e an! or all o" these hoies. -e

must rememer ho/ goo, it "eels to /ear ne/ lothing. This "eeling

shoul, e onve!e, ! our emplo!ees to our ustomers. More than just

24


27/60

lothes) a uni"orm program an e use, as a mar0eting tool or as a

re/ar, an, inentive to help motivate !our /or0"ore. Rememer) /hen

!our emplo!ees loo0 goo,) !our ompan! loo0s even etter. Is it time "or

ne/ uni"orms. (+

>ollins) B. 6(;;'9 here are some e2amples o" issues that must e

a,,resse, /hen lighting a spae to ensure that the ps!hologial an,

ehavioral issues o" the users are met&

A. Lighting /here vertial meets hori4ontal is important in terms o"

sa"e navigation through a spae. Note in the room on the le"t 6the /hite

hall/a!9 the juntion o" vertial an, hori4ontal are the same in value an,

hue. This auses a visual prolem) espeiall! "or the aging e!e. The room

on the right has the same prolem ho/ever) the loss o" the visiilit! o"

vertial an, hori4ontal is ,ue to the seular 6re"letive9 sur"aes.

B. @eople "ollo/ the rightest path. In a stu,! ! Ta!lor an, Suov

6(;789) people /ere as0e, to /al0 up to the /all sho/n in the "loor plan

6top o" ne2t page9 an, then rea, the ,iretions "oun, there. Diretions

as0e, them to proee, to the room in the a0 an, omplete the paper

tas0 on the tale. In the stu,!) the ,o/n lights illuminating the path to

the ///.in"orme,esign.umn.e,u

-here Researh In"orms Design * >ourtes!& 3auserman >ourtes!&

@. 5or0s Impliations right an, those illuminating the path to the le"t ha,

an e#ual level o" illumination) P; o" the people /ent to the right.

2


28/60

-hereas /hen the path to the le"t ha, a higher level o" illumination) 7:

o" the people /ent to the le"t. The stu,! "oun, that asiall! people are

li0e mothsUattrate, to rightness.

>. Brightness an "ous attention. -hen reating a "oal point)

inreasing the rightness ontrast et/een the ojet an, the surroun,

inreases the impat.

D. @eople li0e to "ae /alls that are illuminate,. In @lan A an, B

6sho/n at right9) people that ha, the "irst hoie) selete, seats that

"ae, the illuminate, /alls. Similar stu,ies sho/ that people ,o not li0e

to sit in rightness ut li0e to see rightness. Both ohn Fl!nn an, Davi,

Loe have on,ute, stu,ies that onlu,e that people pre"er spaes /ith

/all luminane. E. Lighting an ause people to alter o,! positions. An!

one that has /or0e, at a omputer sreen 0no/s that re"lete,

rightness on the sreen /ill ause !ou to alter !our sitting position or

sometimes the position o" the sreen. The same is true /hen !ou

attempt to rea, materials that have a speular sur"ae. >riteria to

Evaluate Lighting 5ears ago) Dr. ohn Fl!nn ,evelope, riteria "or

evaluating the lighting o" spaes. 3is /or0 is onsi,ere, seminal to this

,a!. Fl!nns oneptual "rame/or0 use, the "ollo/ing ues to ,etermine

the users sujetive response to the lighting o" the spae. U

uni"ormCnonGuni"orm ,istriution o" light UrightC,im levels o"

illumination Uoverhea,Cperipheral 6or /all9 lighting $sing a semanti

2-


29/60

,e"erential sale 6using opposite terms to ,etermine the sujets

attitu,es or opinions along a ontinuum9 an, large numers o" sujets)

he onlu,e, that lighting oul, reate a spae that /oul, ma0e users

sa! it /as& UpleasantJ versus unpleasantJ UpuliJ versus privateJ

UspaiousJ versus on"ine,J Urela2e,J versus tenseJ Uvisuall!

learJ versus ha4!J >reating the Appropriate Impression Oviousl!)

there are other elements in the spae that a""et our sujetive

impressions) an, as ,esign pro"essionals /e ma0e an even stronger

statement ! have the lighting e2press the same impression as the other

elements. To reate the "ollo/ing impressions) here is a summar! o" ho/

to manipulate lighting on,itions. ((

But 3ooters is laiming something a little it roa,er than these

e2amples. It is laiming that the overall impression) amiane or

e2periene o" ,ining in a 3ooters restaurant someho/ onstitutes its

proprietar! tra,e ,ress. Aor,ing to erome ?ilsons Tra,emar0

@rotetion an, @ratie) tra,e ,ress onsists o" the total image o" a

pro,ut or servie) inlu,ing ... retail ,eor) arhitetural "eatures)

menus) restaurant la!outs) st!les o" servie) ostumes) an, oasionall!

mar0eting tehni#ues as /ell. Even soun,s an e registere, as

tra,emar0s) i" the! are ,istintive 6li0e the multiGtone siren o" the iper

ran, ar alarm9. The $.S. Supreme >ourt) n T/o @esos In. v. Tao

2)


30/60

>aana In.) :+: $.S. 7P' 6(;;*9) uphel, tra,e ,ress rights in restaurant

,eor) as long as it is inherentl! ,istintive an, non"untional.*++P. (*

@ROBLEM STATEMENT

To what etent the factors of ambience can inf!uence the

customer satisfaction in a restaurant

35@OT3ESIS DEELO@MENT-.#There is signi"iant relationship et/een "ators o" amiene an,

ustomers satis"ation in "ine ,ining restaurant.

"+


31/60

MET3ODOLO?5

$n,er the sienti"i researh ,esign /ell ta0e a loo0 at "ollo/ing titles)

/hih gives us the ,etails o" the stu,!.

Sampling Design

ariales

Data olletion

SAM@LE DESI?N&

-e have selete, P* in,ivi,uals ran,oml! as over sample. The agegroup an, gen,er o" the in,ivi,uals are given elo/.

*o%u!ation

a9 Elements & All ustomers o"

9 $nits & Lal 1ila Restaurant ,ining in

9 E2tent & All Dining areas

,9 Time & at ,inner time

Sam%!in/ Frame

>ustomers o" Lal 1ila Restaurant.

"1


32/60

Sam%!in/ Unit

Numer o" ustomers ,ining in Lal 1ila restaurant.

Sam%!e Si0e

Si2t! T/o 6P*9.

Se!ect A Sam%!e

Data /as ollete, through #uestionnaire "rom the samples.

ARIABLE&

The >ausal omparative metho, investigates a auseGe""et relationshipo" an in,epen,ent variale on a ,epen,ent variale. To ring ourresearh into "ous /e relate, the auses an, e""ets o" the proleminvolve,.

DATA >OLLE>TION&

-e have ollete, the ,ata relating to the researh /or0 o" ours) "romliterature revie/) artile an, #uestionnaires.

Seon,ar! Data >olletion&

-e have ollete, the seon,ar! ,ata "rom /esites an, have also

onsulte, artiles ! maga4ines

@rimar! Data >olletion&

-e have ollete, the primar! ,ata through 1uestionnaires.

"2


33/60

DATA ANAL5SIS AND INTER@RETATION

$nit o" Anal!sis

anal!sis an, interpretation

$nit o" Anal!sis&

Our unit o" anal!sis is in,ivi,uals. -e have selete, P* in,ivi,uals

ran,oml! outsi,e the Lal 1ila as our unit o" anal!sis.

Anal!sis an, Interpretation&

A"ter the olletion o" ,ata through #uestionnaires "rom samples) /e

per"orm statistial anal!sis ! using S@SS on the ,ata ollete,

""


34/60

1$ESTIONNAIRES

The purpose o" this #uestionnaire is to help us gain a etterun,erstan,ing o" our goals an, ojetives "or our projet. This #uestion/ill help us to "in, out the atual result o" our researh in /hih /e tr! to"in, the attitu,e an, ehavior o" a ustomer to/ar,s an amiane o" arestaurant an, its e""ets on the ustomer satis"ation.The list o"#uestions plae, /ithin the 1uestionnaire is given elo/&

1.(9 Selet !our age group.(:GGG*8 *:GGG'8 ':GGG8; :+GGGP: aove

P:

"!


35/60

A/e

Fre#uen! @erent ali, @erent

>umulative

@erent

ali, (:G*8 *( ''.; ''.; ''.;

*:G'8 *8 '=.7 '=.7 7*.P

':G88 = (*.; (*.; =:.:

8:G:8 P ;.7 ;.7 ;:.*

::Gaove :: ' 8.= 8.= (++.+

Total P* (++.+ (++.+

%nterpretation;The aove ,ata re"lets the age group o" the respon,ents

that ,ine, in restaurant. Out o" P* respon,ents *( /ere in et/een (:G

*8 age ra0et) *8 /ere in *:G'8 age ra0et) = /ere in ':G88 age

ra0et) P /ere in 8:G:8 age ra0et an, ' /ere :: or aove :: age

ra0et.

,123 ?en,er Male Female

"(


36/60

4en&er


>umulative

@erent

ali, Female *: 8+.' 8+.' 8+.'

Male '7 :;.7 :;.7 (++.+

Total P* (++.+ (++.+

%nterpretation;The aove result suggests that out o" P* respon,ents /e

/ere enountere, ! '7 males an, *: "emales.

,153 @lease he0 the one /hih est ,esries ho/ strongl! !ou Agreeor Disagree /ith eah statement.

"4


37/60

Strongl!

Agree,

Agree,

NeitherAgree,

NorDisagree

,

Disagree,

Strongl!Disagree,

a1 I /ill pre"er to go in a

restaurant /here

amiene is goo,( * ' 8 :

Ambience


>umulative

@erent

ali, strongl! agree '7 :;.7 :;.7 :;.7

Agree, (P *:.= *:.= =:.:

neither agree, nor

,isagree

: =.( =.( ;'.:

Disagree ( (.P (.P ;:.*

strongl! ,isagree ' 8.= 8.= (++.+

Total P* (++.+ (++.+

"


38/60

%nterpretation; Out o" P* respon,ents) majorit! strongl! agree, that the

amiene shoul, e attrative in a restaurant.

Strongl!

Agree,

Agree,

NeitherAgree,

NorDisagree

,

Disagree,

Strongl!

Disagree,

b1 I /ill pre"er to go in a

restaurant /here taste

o" "oo, is goo,( * ' 8 :

taste of foo&


>umulative

@erent

ali, strongl! agree 8P 78.* 78.* 78.*

Agree ; (8.: (8.: ==.7

niether agree nor

,isagree

8 P.: P.: ;:.*


Total P* (++.+ (++.+

%nterpretation; Aove ,ata ,epits that taste o" "oo, is the most important

"ator "or the ustomers to ,ine in a restaurant.

Strongl!Agree

,

Agree,

Neither

Agree,Nor

Disagree,

Disagree,

Strongl!Disagre

e,

c1 I li0e the a0groun, ( * ' 8 :

"-


39/60

musi /hile ,ining

bac6/roun& music


>umulative

@erent

ali, strongl! agree *+ '*.' '*.' '*.'

agree (= *;.+ *;.+ P(.'

neither agree nor

,isagree

; (8.: (8.: 7:.=

,isagree : =.( =.( ='.;

strongl! ,isagree (+ (P.( (P.( (++.+

Total P* (++.+ (++.+

%nterpretation; Aove ,ata reveals that majorit! o" respon,ents li0e,

a0groun, musi /hile ,ining in the restaurant.

Strongl!

Agree

,

Agree,

NeitherAgree,

Nor

Disagree,

Disagree,

Strongl!

Disagre

e,

&1 >ro0er! shoul, e

"asinating in a

restaurant( * ' 8 :

")


40/60

croc6er'


>umulative

@erent

ali, strongl! agree '8 :8.= :8.= :8.=

agree (: *8.* *8.* 7;.+

neither agree nor

,isagree

(+ (P.( (P.( ;:.*


Total P* (++.+ (++.+

%nterpretation; Aove result sho/s us that majorit! o" the respon,ents

/ere agree, that ro0er! o" the restaurant /oul, e "asinating.

Strongl!

Agree,

Agree,

NeitherAgree,

NorDisagree

,

Disagree,

Strongl!

Disagree,

e1 Lighting o" this

restaurant is attrative

an, eauti"ul

( * ' 8 :

!+


41/60

!i/htin/


>umulative

@erent

ali, strongl! agree *' '7.( '7.( '7.(

Agree (7 *7.8 *7.8 P8.:

neither agree nor

,isagree

(+ (P.( (P.( =+.P

Disagree 7 ((.' ((.' ;(.;

strongl! ,isagree : =.( =.( (++.+

Total P* (++.+ (++.+

%nterpretation; From the aove results) /e onlu,e that majorit! people

give pre"erene to attrative lighting.

,173 3o/ satis"ie, are !ou /ith the Sta"" Appearane in thisrestaurant

E2tremel!

Satis"ie,( * ' 8 :

E2tremel!DisG

Satis"ie,

!1


42/60

how satisfie& are u with the staff a%%earance in this restaurant


>umulative

@erent

ali, e2tremel! satis"ie, 8* P7.7 P7.7 P7.7

Satis"ie, (: *8.* *8.* ;(.;

neither satis"ie, nor

,issatis"ie,

' 8.= 8.= ;P.=

Dissatis"ie, * '.* '.* (++.+

Total P* (++.+ (++.+

%nterpretation; Aove results suggest that people are mostl! satis"ie, !

the sta"" appearane in the restaurant.

,183 3o/ satis"ie, are !ou /ith the seating arrangement o" thisrestaurant

!2


43/60

E2tremel! Satis"ie, ( * ' 8 :

E2tremel!DisG

Satis"ie,

how satisfie& r u with the seatin/ arran/ement1


>umulative

@erent

ali

,

e2tremel! satis"ie, *7 8'.: 8'.: 8'.:

Satis"ie, (P *:.= *:.= P;.8


,issatis"ie,

; (8.: (8.: ='.;

Dissatis"ie, : =.( =.( ;(.;

e2tremel! ,issatis"ie, : =.( =.( (++.+

Total P* (++.+ (++.+

!"


44/60

%nterpretation; Aove results tell us that respon,ents mostl! are satis"ie,

! the seating arrangements o" the restaurants.

,1933o/ satis"ie, are !ou /ith the ro0er! o" this restaurant

E2tremel!

Satis"ie,( * ' 8 :

E2tremel!DisG

Satis"ie,

!!


45/60

croc6er'


>umulative

@erent

ali, strongl! agree '8 :8.= :8.= :8.=

Agree (: *8.* *8.* 7;.+

neither agree nor

,isagree

(+ (P.( (P.( ;:.*


Total P* (++.+ (++.+

%nterpretation; As the aove results suggest that there are majorit! o"

ustomers /ho are satis"ie, /ith the restaurants ro0er!.

,1:3 3o/ satis"ie, are !ou /ith the >onstrut o" this restaurant

E2tremel!

Satis"ie,( * ' 8 :

E2tremel!DisG

Satis"ie,

!(


46/60

how satisfie& r u with construct


>umulative

@erent

ali, e2tremel! satis"ie, 8* P7.7 P7.7 P7.7

Satis"ie, (' *(.+ *(.+ ==.7


,issatis"ie,

: =.( =.( ;P.=

Dissatis"ie, * '.* '.* (++.+

Total P* (++.+ (++.+

%nterpretation; As the aove result suggest that there are majorit! o"

ustomers /ho are satis"ie, /ith the restaurants onstrut.

,1;3 3o/ satis"ie, are !ou /ith the Theme >olor o" this restaurant

E2tremel!

Satis"ie,( * ' 8 :

E2tremel!DisG

Satis"ie,

!4


47/60

how u satisfie& r u with theme co!or


>umulative

@erent

ali, e2tremel! satis"ie, *; 8P.= 8P.= 8P.=

Satis"ie, *8 '=.7 '=.7 =:.:


,issatis"ie,

P ;.7 ;.7 ;:.*

Dissatis"ie, ' 8.= 8.= (++.+

Total P* (++.+ (++.+


ustomers /ho are satis"ie, /ith the restaurants theme olor

.

!


48/60

,1


49/60

E2tremel! Satis"ie, ( * ' 8 :

E2tremel!DisG

Satis"ie,

bac6/roun& music


>umulative

@erent

al

i,

strongl! agree *+ '*.' '*.' '*.'

Agree (= *;.+ *;.+ P(.'

neither agree

nor ,isagree

; (8.: (8.: 7:.=

Disagree : =.( =.( ='.;

strongl!

,isagree

(+ (P.( (P.( (++.+

Total P* (++.+ (++.+

!)


50/60

%nterpretation; As the aove result suggests that there are majorit! o"

ustomers /ho are satis"ie, /ith the restaurants Ba0groun, Musi.

,1.=33o/ satis"ie, are !ou /ith the >leanliness o" this restaurant

E2tremel!

Satis"ie,( * ' 8 :

E2tremel!DisG

Satis"ie,

-ow satisfie& are 'ou with c!ean!iness


>umulative

@erent

ali, e2tremel! satis"ie, ': :P.: :P.: :P.:

Satis"ie, (P *:.= *:.= =*.'


,issatis"ie,

; (8.: (8.: ;P.=

Dissatis"ie, ( (.P (.P ;=.8

e2tremel! ,issatis"ie, ( (.P (.P (++.+

Total P* (++.+ (++.+

(+


51/60


ustomers /ho are satis"ie, /ith the restaurants >leanliness.

,1..3Selet an! one /hih !ou pre"er the most

@rie H @a0agesVVVVV 1ualit! o" Foo,VVVVVAtmosphereVVVVV ServieVVVVV

(1


52/60

Se!ect one of the fo!!owin/ e!ements in the or&er of %reference


>umulative

@erent

ali, #ualit! o" "oo, *+ '*.' '*.' '*.'

prie an, pa0ages (; '+.P '+.P P*.;

Amiene (' *(.+ *(.+ ='.;

Servie (+ (P.( (P.( (++.+

Total P* (++.+ (++.+


ustomers are giving pre"erene to 1ualit! o" "oo, an, prie H pa0ages.

>ON>L$SIONS

(2


53/60

ANO>A

Sum o"

S#uares ," Mean S#uare F Sig.

Amiene Bet/een ?roups (.''= ( (.''= (.*88 .*P;

-ithin ?roups P8.:8; P+ (.+7P

Total P:.==7 P(

taste o" "oo, Bet/een ?roups .++P ( .++P .++P .;'7

-ithin ?roups :;.8*; P+ .;;+

Total :;.8': P(

a0groun, musi Bet/een ?roups .((8 ( .((8 .+:: .=(P

-ithin ?roups (*:.'*( P+ *.+=;

Total (*:.8': P(

>ro0er! Bet/een ?roups .*:: ( .*:: .**= .P':

-ithin ?roups P7.((P P+ (.((;

Total P7.'7( P(

Lighting Bet/een ?roups 8.7== ( 8.7== *.;:; .+;(

-ithin ?roups ;7.+=' P+ (.P(=

Total (+(.=7( P(

ho/ satis"ie, are u /ith

the sta"" appearane in

this restaurant

Bet/een ?roups (.('8 ( (.('8 *.((; .(:(

-ithin ?roups '*.(+= P+ .:':

Total ''.*8* P(

ho/ satis"ie, r u /ith the

seating arrangement.

Bet/een ?roups P.8P7 ( P.8P7 8.('; .+8P

-ithin ?roups ;'.78' P+ (.:P*

Total (++.*(+ P(

ho/ satis"ie, r u /ith

onstrution

Bet/een ?roups (.877 ( (.877 *.8P8 .(**

-ithin ?roups ':.;:; P+ .:;;

Total '7.8': P(

ho/ u satis"ie, r u /ith

theme olor

Bet/een ?roups (.:=+ ( (.:=+ *.'*P .(''

-ithin ?roups 8+.7:; P+ .P7;

Total 8*.''; P(

ho/ satis"ie, r u /ith

leanness

Bet/een ?roups (.'77 ( (.'77 (.7+' .(;7

-ithin ?roups 8=.:(+ P+ .=+;("


54/60

A"ter statistial anal!sis it has een "oun, that at ,"W( an, level o"

signi"iane o" ;:) the alulate, values o" ANOA sho/s that all the

Sig values o" amienes "ators are greater than +.+: e2ept the

seating arrangement "ator. Thus) it means that researh has to aept

the h!pothesis. Researh onlu,e, that there is a signi"iant e""et o"

amiene on ustomers satis"ation in Lal 1ila restaurant.

RE>OMMENDATIONS

A"ter ,etete, onlusion) /e /ere ale to reommen, that

restaurants shoul, improve their amiene. Further researhes oul,

(!


55/60

onentrate on ,etermining attriutes that in"luene ustomer

satis"ation. Amiene is urrentl! eoming the lea,ing "ator in

,etermining ustomer satis"ation.

-e "oun, that people are not onl! ,ining out "or the "oo,) ut the!

also enjo! the ,ining time spent in restaurant. The amiene inreases

the interest o" ustomer to/ar,s the restaurant.

Lighting also has an importane in restaurant. It shoul, e aligne,

/ith the overall theme o" the restaurant. Sta"" is the "ront men o" the

restaurant. The sta""s appearane shoul, e up to the mar0. >olor has a

ps!hologial aspet on the human eings. >hoosing the right olor "or

the restaurant shoul, e ta0en into aount. >onstrut o" the restaurant

is a vital "ator o" amiene.

No/ a ,a!s most o" the prominent restaurants are ompeting to one

another not onl! through one element suh as "oo, #ualit!) prie et) ut

also through amiene. There"ore it is strongl! reommen,e, that

restaurants shoul, a,, value to their usiness ! "ousing on the

amiene.

REFEREN>ES

((


56/60

(. Bartlett) .E.) an, 3an) F. *++7. Anal!sis o" servie #ualit! in

restaurants in >hina& An eastern perspetive. ABR H TL>

>on"erene @roee,ings

*. Soriano) D.R. *++*. >ustomers e2petations "ators in restaurants.

The situation in Spain. International ournal o" 1ualit! H Reliailit!

Management) (;) (+::G(+P7.

'. %ivela) .) Reee) .) an, Ina0aran) R. (;;;. >onsumer researh in

the restaurant environment. @art *& Researh ,esign an, anal!tial

metho,s. International ournal o" >ontemporar! 3ospitalit!

Management) (() *P;G*=P.

8. An,alee) S.S.) an, >on/a!) >. *++P. >ustomer satis"ation in the

restaurant in,ustr!& an e2amination o" the transationGspei"i

mo,el. ournal o" Servie Mar0eting) *+) 'G((.

:. Leo . Shapiro Foo, Researh Institute at %en,all >ollege) Feruar!

7) *++7. Journal Of Gusto: The Lost Ingredient To Restaurant

Success, 2

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AtmosphereVVVVV ServieVVVVV

*o&&ents %y Tec(er

Most!y '!riri-ed

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