Description

This book aims to explore the relationship among three elements of the restaurant physical environment (i.e., ambient conditions, décor and artifacts, and spatial layout), emotional response, hedonic experience and consume behavioral intentions.The findings reveal that the three factors of the physical environment strongly influenced by customers emotional response, hedonic experience and consume behavioral intentions. Simultaneously, both emotional response and hedonic experience also positively affected consume behavioral intentions. Hedonic experience was the most significant predictors that affected consume behavioral intentions.This study emphasize how important it is that managers of restaurant consider the significance of the physical environment construct of design that it contributes positively to customer's emotional response, hedonic experience and consume behavioral intentions of service settings. This research represents an attempt to develop a more comprehensive model explain how physical environment affect customer emotional response, hedonic experience and consume behavioral intentions.