Decoding the Dining Atmosphere: Ambient Conditions and Customer Satisfaction in Restaurant Servicescapes

Authors

  • Nilanjan Ray JIS University, West Bengal, India
  • Pema Lama University of Calcutta, West Bengal, India
  • Tanmoy Majumder JIS University, West Bengal, India
  • Moumita Roy JIS University, West Bengal, India

DOI:

https://doi.org/10.5614/ajht.2025.23.2.05

Keywords:

Servicescape, Ambient conditions, Customer satisfaction, Restaurant ambience

Abstract

This study investigates the effects of ambient conditions, one of the essential dimensions of the Servicescape Model, on restaurant customer satisfaction. Ambient conditions like lighting, music, scent, and temperature are extremely influential in shaping customer feelings and perceptions. Based on Bitner's Servicescape and the Stimulus-Organism-Response (S-O-R) model, the study collected data from 230 survey participants in Indian urban restaurants. Using descriptive statistics, correlation matrices, and multiple regression analysis, the research determines scent and lighting to be strong predictors of satisfaction, then music. Temperature, although applicable, failed to show a statistically significant effect. Results of the findings provide practical implications for optimizing service environments in the hospitality industry.

Author Biographies

Tanmoy Majumder, JIS University, West Bengal, India

Tanmoy Majumder is an Assistant Professor at JIS University, Kolkata, with over 13 years of comprehensive experience spanning both corporate and academic spheres. He holds a Bachelor’s degree in Hospital Management from the West Bengal University of Technology, a Master’s in Hospital Administration from the West Bengal University of Health Sciences, and a Master of Business Management from West Bengal State University. He is currently pursuing a Ph.D. in Healthcare Marketing Management at JIS University. Mr. Majumder’s core research interests lie in the areas of Marketing Management and Hospital Management. His academic contributions include several research papers published in national and international journals. He has actively participated in numerous conferences, presenting his work across multidisciplinary domains including business, technology, and social sciences.

Moumita Roy, JIS University, West Bengal, India

She has been associated with teaching since 17 years with different management institutes and universities in the domain of HR, OB and few special areas of consumer behaviour and marketing. She has published many research papers, book chapters in different ugc care and scoupus etc.She is presently associated with JIS University as Assistant professor in the department of management.Her research interest is in generational studies, work lie fusion, social science etc.

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Published

2025-08-31

How to Cite

Ray, N., Lama, P. ., Majumder, T. ., & Roy, M. (2025). Decoding the Dining Atmosphere: Ambient Conditions and Customer Satisfaction in Restaurant Servicescapes. ASEAN Journal on Hospitality and Tourism, 23(2), 155-167. https://doi.org/10.5614/ajht.2025.23.2.05

Issue

Vol. 23 No. 2 (2025):

Section

Articles

License

Copyright (c) 2025 Nilanjan Ray, Pema Lama, Tanmoy Majumder, Moumita Roy

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Manuscript submitted to ASEAN Journal on Hospitality and Tourism has to be an original work of the author(s), contains no element of plagiarism, and has never been published or is not being considered for publication in other journals. The author(s) retain the copyright of the content published in ASEAN Journal on Hospitality and Tourism. There is no need for request or consultation for future re-use and re-publication of the content as long as the author and the source are cited properly.