Restaurant's Atmospheric Elements: What the Customer Wants

The purpose of the study is to examine youth customer behaviour due to the restaurant's atmospheric element environment. It also explores the environment of the restaurant and the use of atmospherics by the restaurateurs through the reactions of the customers. The dimensions of colour, design, lighting, and restaurant layout, among others, were measured. Qualitative data taken from 300 youth customers were analyzed, and interpretations of the relationships were made. It was found that atmospheric elements contributed significantly in each representation of customer behaviour. (C) 2012 Published by Elsevier B. V. Selection and/or peer-review under responsibility of Centre for Environment-Behaviour Studies(cE-Bs), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia