The effect of restaurant atmosphere on customer satisfaction and customer loyalty

Eating and drinking activity is one of the basic physiological needs of individuals in order to survive. However, today, consumers prefer restaurant businesses not only to meet their physiological needs, but also to meet their psychological, sociological and cultural needs and to experience a well-designed service atmosphere. The atmosphere also plays an active role in the satisfaction of the customers with regard to consumer behavior while performing this service. Because consumers want to experience good service, a unique taste and a pleasant dining environment alongside a good meal. For this reason, it is important for restaurant businesses to meet the consumers' desire to have a good experience with their changing consumption expectations. Because in the ever-growing food and beverage industry, businesses have to manage, plan and implement their businesses according to customer requests, needs and expectations in order to compete, protect and maintain their assets. For this reason, these fictional purchasing environments, which Bitner defines as a service extension and Kotler defines as "atmosphere" in order to retain existing customers, gain new customers, and ensure customer satisfaction and customer loyalty in restaurant businesses, can arouse the emotional impulses of consumers and increase their purchasing power. It is very important to plan and present it in a way that will increase the probability of it. The aim of this research is to reveal the effect and relationship of restaurant atmosphere perception on customer satisfaction and customer loyalty. In the research, the DINESCAPE scale developed by Ryu and Jang (2008) in their study of the physical environment dimensions of luxury restaurants was used. Customer satisfaction scale by making use of the studies conducted in Cronin and Hult, (2000), Olorunniwo and Udo, (2006), Ryu et al., (2012) and the customer loyalty scale was tried to be measured by using the work of Zeithaml et al., (1996). As a result of this study, which was carried out with 411 participants, a highly statistically significant positive correlation was found between restaurant atmosphere perception and customer satisfaction. At the same time, considering the relationship between the sub-dimensions of the restaurant atmosphere; While it is seen that there is a moderately positive and significant relationship between aesthetics, table arrangement, table equipment, lighting and ambiance and customer satisfaction; On the other hand, it has been found that there is a highly positive and significant relationship between service personnel and customer satisfaction. At the same time, considering the relationship between the sub-dimensions of the restaurant atmosphere; While it is seen that there is a moderately positive and significant relationship between aesthetics, table arrangement, table equipment, lighting and ambiance and customer satisfaction; On the other hand, it has been found that there is a highly positive and significant relationship between service personnel and customer satisfaction. A highly statistically significant positive correlation was found between restaurant atmosphere perception and customer loyalty. Considering the relationship between the restaurant atmosphere and its sub-dimensions; While there is a moderately positive and significant relationship between aesthetics, table arrangement, table equipment, lighting and ambiance and customer loyalty; It was concluded that there is a highly positive and significant relationship between service personnel and customer loyalty. However, in the results of the analysis conducted to determine the direction and effect of the relationship between the variables, it has been seen that the dimensions of "service personnel", "desk equipment", "aesthetics", "lighting" related to the factors affecting customer loyalty have a positive and significant effect on customer loyalty. It has been revealed that the most effective factor of restaurant atmosphere perception on customer loyalty is service personnel. However, it was determined that the "ambience" and "table layout and layout" factors did not have a significant effect on customer loyalty. The research consists of five parts. In the first part, the problem, purpose, importance, assumptions and limitations of the research are included. The second part consists of the related literature, which constitutes the theoretical framework of the research. In the third chapter, the method of the research is given. In the fourth chapter, the analysis and findings of the data obtained in the research; The last section, the fifth section, consists of research results and recommendations. Key Words: Atmosphere, Restaurant Atmosphere, Dinescape, Customer Satisfaction, Customer Loyalty