Evaluating The Impact Of Atmospheric Elements On Behavioral Intentions Of Indian Customers

Abstract

This Paper Aims To Investigate The Effect Of Atmospheric Elements On The Behavioral Intentions Of The
Customer. Based On The Survey Of 400 Guests Visiting The Restaurants, The Study First Applies The
Principal Components Analysis Which Showed That 26 Atmospheric Elements Were Categorized Into Six
Factors: Color, Music, Room Temperature, Scent, Lighting, Layout And Sitting Arrangement. Second, All
These Six Factors Were Validated Using Confirmatory Factor Analysis. Lastly, Atmospheric Elements
Were Found To Increase Customer’s Intention To Revisit And Readiness To Pay More. Subsequent
Regression Analysis Was Also Conducted And Atmospheric Elements Resulted In Having Association With
Behavioral Intentions Of The Customer. These Findings Provide Insights Into The Role Of Atmospheric
Elements On Customers’ Perception Towards The Restaurant To Further Strengthen The Practical
Industry Implications Towards The Growth And Development Of The Hospitality Industry Specifically In
The Emerging Countries.