Ambient Situation and Customer Satisfaction in Restaurant Businesses: A Management Perspective

Abstract

The current study illustrates the influence of restaurant ambient conditions on customers satisfaction in the tourism and hospitality industries through cluster and simple random techniques. The primary objective was to ascertain the relationship between the restaurant ambient conditions and customer satisfaction in rural restaurants. A closedended questionnaires with varying options were designed to collect primary data from randomly selected customers from 11 restaurants from the study settings. Primary data was analysed via the SPSS software based on statistical tools of regression analysis to determine the relationship between the dependent and independent variables. Final outcomes indicated significant relationship between the dependent and independent variables. The restaurant ambient conditions have significant relationship with customer satisfaction. Based on the findings, this study recommends that owner-managers of restaurants in rural areas need to improve the bulk of the ambient situations to attract more customers. This empirical study contributes to existing literature on the tourism and hospitality industry with specific reference to the restaurant businesses.

Keywords

• ambient situation
• customer satisfaction
• restaurant
• environment
• and customer expectations