How Does Restaurant Atmosphere Affect Satisfaction, Hedonic Well-Being, and Behavioral Intention? A Study on the Cappadocia Region

Abstract

Purpose – Nowadays, food and beverage establishments go beyond merely meeting nutritional needs by also addressing consumers' sensory and emotional expectations. In a competitive environment, it is crucial for businesses not only to satisfy eating and drinking needs but also to offer services that appeal to all senses. Restaurant atmosphere, through its visual, auditory, tactile, gustatory, and olfactory elements, plays a significant role in influencing customers. In this context, the restaurant atmosphere has a considerable impact on customer satisfaction, hedonic well-being, and behavioral intentions. The purpose of this study is to examine the effect of restaurant atmosphere on these variables.
Design/methodology/approach – Quantitative research method was applied in the study and survey technique was used as a data collection tool. Research data was obtained with the participation of local tourists who experienced restaurants in the Cappadocia region. A total of 450 questionnaires were distributed with the random sampling method and 410 responses were received.
Findings – The research findings reveal that the restaurant atmosphere has a positive impact on customer satisfaction, hedonic well-being, and behavioral intentions. Furthermore, it was found that satisfaction significantly affects behavioral intentions, while hedonic well-being has a meaningful effect on customer satisfaction.