How servicescape influence customer purchase decision making in restourants

    1.1 Research ProblemWith the developing economy and population, a growing number of consumers prefer to dine out in a restaurant and pursue a better quality of life (Mintel, 2016). From the perspective of food retailers, as consumption increases, it is ideal that the marketing objectives of any service firm, particularly restaurants, should be to increase their profits in order to provide better services to the consumer (Bitner, 1992). However, according to Jin (2015), consumers are increasingly interested in an entertaining dining environment apart from the food, service as well as pricing. To be more specific, owing to the alternative consumer environment, consumers would like to spend more time and money in restaurants that have enjoyable music, distinctive style and attractive decor. Diverse academic research has been paying more attention to the physical environment, which is termed ‘servicescape’ (Bitner, 1992; Wakefield and Blodgett, 1994; Zeithaml et al., 1996). Figure 1 is the framework which includes the three dimensions of servicescape, including ambient conditions, spatial layout and functionality, sign, symbols and artefacts (See Figure 1). As Bitner (1992) states, the physical environment is an interplay with consumers and employees, and it has an impact on internal responses, such as cognition, emotion as well as physiology, although Mehrabian and Russell (1974) only focus on emotional factors. While servicescape cannot directly impact on purchase decision making (see figure 1), it utilizes the relationship between consumer responses and consumer purchase decision making to demonstrate indirect linkages (Bitner, 1992; Kim and Moon, 2009; Lin, 2004; Pedro, Eugenia and Ali, 2016). Furthermore, it is certain that the in-store environment or physical setting will give the first impression to the consumer, but also might decide whether it can attract consumers to purchase in-store (Lam, 2001). Consequently, it is obvious that the in-store environment has a great degree of influence on the consumer when they are making a purchasing decision. In addition, Kotler (1973) also refers to a similar concept, “atmosphere”, which emphasizes that the importance of a store’s atmosphere will affect the consumers purchasing decision-making. Furthermore, as Renko (2014) states, store atmosphere can be seen as an important communication tool for delivering key messages or information for consumers. In other words, a creative and innovative store image and environment can create values and appeal more to consumers, so as to increase consumer purchase decision making and the competitive advantage of the store. Hence, it is easy to see that servicescape will influence consumer behaviour, particularly impacting on consumers’ purchase decision making as one type of consumer behaviour. 1.2 Rationale of the studyThere are several reasons that the author chose to do this topic for the dissertation:From the personal perspective, based on the previous studies and research, it helps the author have a basic understanding about servicescape and consumer behaviour. In the meantime, it associates the future career of the author with operating an attractive restaurant in the UK, hence, by doing this study, it is going to gain more knowledge for her chosen career path.  From the academic perspective, although there are many studies that have elaborated the relationship between servicescape and consumer behaviour in marketing, retail or service management texts, it is surprising that there has been a lack of research on the topic of the linkage between servicescape and consumer purchasing decision making. Investigating this topic can help other scholars easily understand and learn consumer habits, responses and purchase decision making.Additionally, as Figure 1 (see Figure 1) shown that servicescape cannot directly cause consumer behaviours, on the contrary, they need to certified by consumer responses. And regarding to consumer responses, it includes the cognitive responses, the emotional responses, as well as the physiological responses. Critically speaking, some researchers support that the cognitive responses are important than the emotional responses (Lazarus, 1999, cited in Lin, 2004; Oliver, 1980, cited in Lin, 2004), while others oppose this view and argue that the emotional responses precede the cognitive responses (Pham et al., 2001, cited in Lin, 2004; Swinyard, 1993, cited in Lin, 2004). And there is no relevant research solve this puzzle. Consequently, in order to eliminate this confusion, it is worthy to investigate this study, so that to distinguish which responses are more significant among three responses (cognitive, emotional or physiological).  From the economic and marketing perspective, the vast area and varied topography of China provides a lot of recipes, ingredients and cooking styles, which lead to more than eight cuisines in China. According to Warwicker (2014), there has been significant growth in terms of the number of Chinese restaurants that operate in the UK. Hence, the market sizes of Chinese restaurants have expanded (Yip, 2016). Consequently, it is worth investigating the Chinese restaurants. And this research randomly selects three different Chinese restaurants, which are The Real China, WaKaMi and The May Flower, and they represent three different consumption level: low level (The Real China), medium level (WaKaMi) as well as high level (The May Flower). Interestingly, an increasing number of marketers have realized that servicescape is an important tool for marketing success because it might affect consumer behaviour (Ferrera, 2015). Therefore, the readers of this study should be the restaurant owners and managers, because it is crucial for them to understand and learn how to use this efficient tool in order to achieve their marketing objectives within a competitive environment. Apart from the businessman, this article is also useful for the academic researchers because it helps them to understand the relationship between servicescape and consumer purchase decision making. Servicescape in a restaurant is likely to play a significant role in improving customers’ behaviour and decision-making process (Bitner, 1992; Lin, 2004). According to Wilkie (1994, cited in Pedro, Eugenia and Ali, 2016), consumers will make cognitive and emotional efforts before making decisions. Therefore, it is important for restaurant owners and managers to understand what factors might influence consumers purchase decision making. For example, environment can vary the emotions or feelings of clients; pleasant music or comfortable layout make clients more active and enjoyable, which means they are more likely to spend more time and money in the restaurant, thus influencing purchase decision-making (Bitner, 1992; Pedro, Eugenia and Ali, 2016). Furthermore, a great number of studies have pointed out that servicescape interacts with consumer behaviour, in other words, an enjoyable physical setting can attract more consumer and increase consumption (Solomon, 2013; Wakefield and Blodgett, 1994; Bitner, 1992). The use of signs, symbols and artefacts is clearly to guide clients to engage in the service process (Zeithaml and Bitner, 2003). For instance, new customer might not familiar with the restrooms when they first enter the restaurant, hence, a visible sign or symbol can easily guide the destination for consumers. Nevertheless, consumers might become disoriented and this could lead to anxiety and uncertainty about how to enjoy the meal, and impact on their emotions and experience (Kim and Moon, 2009).   Last but not least, with the variable types of restaurants appearing, such as self-service restaurants and traditional restaurants, consumers can select any brands or design that attract them to consume (Kotler and Keller, 2009). Besides, Solomon et al. (2013) claim that consumer response is crucial for a marketing strategy, thus, the leader of the restaurant should pay more attention to it, as servicescape interplays with consumers purchase decision making. By incorporating and understanding knowledge about consumers and servicescape, it can help restaurant owners and managers to notice the strengths or weaknesses of their store, and improve profits.         2.1 Servicescape The concept of servicescape was first put forward by Bitner in 1992, who defines servicescape as a “built environment” or the “man-made, physical surroundings” which might influence consumers’ and employee’s behaviour within a service organisation (Bitner, 1992). According to Dziad (2016), it is analysed that the importance of a servicescape includes that it might affect the relationship between employees and clients. To be more specific, a good servicescape within the organisation can improve the experiences of the consumers so as to influence consumer behaviour, and reinforce the efficiency of the company (Hoffman, Kelly and Chung, 2003, as cited in Kyoung et al., 2016). But before that, Kotler introduced a similar concept “atmosphere” in 1973 and defined it as a buying environment which can create emotional effects in consumers and influence their purchasing intension (Kotler, 1973). Berman and Evans (2013) also investigate this concept and define it as “the store’s physical characteristics that project an image and draw customers” (p. 491). In other words, the store atmosphere has an impact on consumers’ feeling and enjoyment, in turn, affect their time and money costs. According to Kotler (1973), the term atmosphere is related to the senses, including visual, aural, olfactory, tactile and taste. However, taste, as a sensory channel, cannot directly apply to atmosphere, thus, he concludes four main sensory dimensions. To be more specific, the visual dimension such as colour, brightness, size and shapes; the aural dimension such as volume and pitch; the olfactory dimension such as scent and freshness; and the tactile dimension such as softness, smoothness as well as temperature (Kotler, 1973). Critically speaking, as stated by Kotler (1973), there are many factors within the store which can influence clients’ sensory experience, such as sight, smells, sounds as well as touch, while Berman and Evans (2013) divide atmosphere into four parts including exterior, general interior, store layout and interior (point-of-purchase) displays. Exterior is the appearance of the store, such as storefront, windows and marquee, whereby interior is the inside store environment, such as the scents, flooring and interior decorating. As for the store layout, it can be seen as the allocation of floor space and store offerings. Employee dress, posters and signs can be involved in interior displays. Although these four dimensions of atmosphere have contained the basic factors, Bitner better concludes the framework and divides servicescape into three dimensions, which are ambient conditions, spatial layout and functionality, as well as sign, symbols and artefacts (see Figure 1). In particular, Bitner integrates exterior and interior factors together as the ambient conditions. Meanwhile, Bitner also discusses Merhrabian and Russell Model (M-R Model) ‘Approach and Avoidance Behaviours’ in order to analyse the linkage between servicescape and consumer behaviour of consumers and employees (Bitner, 1992). To be more specific, approach behaviour can be defined as a pleasure feeling that elicited through servicescape, so that will lead to some pleasure responses, such as attraction, stay longer, spend money, return and carry out plan, whereas avoidance behaviour is the opposite set of responses. Wakefield and Blodgett contribute some researches between 1996 and 1999 to support Bitner’s conceptual study, but they focus on the leisure service setting and classify three important aspects of servicescape, including building design and decor, equipment, as well as ambience. Moreover, Ryu and Jang (2007) also develop a theoretical model by using the upscale restaurant as an example and identify five dimensions of servicescape (facility aesthetics, lighting, ambience, layout and dining equipment) which might affect behavioural intensions through emotion. Most of the literatures have discussed the Approach/Avoidance behaviours, however, because the contents of this concept are too excessive. Thus, this study would specifically focus on purchase decision making, which belongs to approach behaviour. Moreover, on the basic of a review of diverse studies and research, Bitner’s article has covered most contents of servicescape, thus, three dimensions were identified for the present investigation: (1) ambient conditions, (2) spatial layout and functionality, and (3) sign, symbols and artefacts. 2.1.1 Ambient conditionsA number of scholars have stated that ambient conditions play an important role in consumer behaviours (Bitner, 1992; Baker, 1986; Kotler, 1973; Chang, 2015) and include temperature, air quality, noise, music, odour and so on which are the invisible background features tend to influence consumer responses and consequently their purchase decision making. As for music, Wilson et al. (2012, p.232) give an example that the tempos of music might affect consumer perceptions of how long they can stay in the restaurants and the amount of money they would spend. To be more specific, dining within a slower music tempos restaurant would likely to make clients more relaxed and enjoyable, and even spend more on desserts. In addition, temperature can also have an impact on consumers (Wilson et al., 2012). For example, clients sitting in the hot area will feel uncomfortable or anxiety, so that influence on their appetites and emotions. At the same time, their uncomfortable feelings will be reflected in how they evaluate the restaurants. 2.1.2 Spatial layout and functionalityAccording to Bitner (1992), spatial layout refers to the arrangement of the equipment, furnishings as well as the size of those products, while functionality refers to the ability of the same products to stimulate the performance and achieve the goals. Much of the research identify that the spatial layout and functionality are crucial for clients in self-service environment, such as buffet (Bitner, 1992; Wilson et al., 2012; Wakefield and Blodgett, 1994) because they need to serve by themselves. In this case, a well-design layout can increase consumer satisfactions and comfort when they are having meals and thus store performance. Additionally, Wakefield and Blodgett (1994) point out that the layout can directly or indirectly influence on consumer behaviours. The arrangement of tables within a restaurant can influence clients’ experience, because it conveys a sense of privacy and operate as boundary for consumers (Lin, 2004). For example, sitting in a narrow layout might affect emotional responses, such as pleasure and excitement levels. 2.1.3 Sign, symbols and artefactsAs Bitner (1992) identifies that signage, artwork, decor as well as other objects that displayed in the environment can communicate symbolically with the clients. As analysed above, signs can be seen as a guidance or labels for direction purposes. For instance, a visible sign, such as ‘please wait here’, not only give a notice to consumers, but also make the store more efficient. Indeed, if the restaurant does not put this sign, then some clients might feel confused and do not know whether to go, and even lead to crowding and disorder. In particularly, as for the new consumer who are unfamiliar with the restaurant environment or are the poor communicators, then the environment cues can help them find the destinations and affect their expectations (Rama Moahana Rao, 2011). Additionally, it is important that sign, symbols and artefacts can bring the first impression to clients (Wilson et al., 2012). To be more specific, artwork, certificates as well as some photographs not only can communicate in symbolic meaning, but also can create the impressions to the consumers. For example, a Chinese restaurant, The Real China, has a variety of traditional Chinese sculptures and artefacts (see Appendix 1 and 2), they not only present the traditional Chinese culture to non-Chinese clients, but also form the aesthetic impressions to consumers and increase their dining expectation. Critically speaking, a number of literatures have defined the concept and identified the dimensions of servicescape, but Bitner gives the good overview of three dimensions of servicescape which concludes and contains a majority of scholars works. In the following sections, the linkage of consumer responses to servicescape is explained by taking advantage of relevant literatures and some practical examples. 2.2 Consumer responses to servicescapeA group number of scholars elaborate that consumers have three different responses to servicescape, including the cognitive response, the emotional response, as well as the physiological response, and these responses will result to their behaviours in the physical environments, such as purchase intention, return and attraction (see Figure 1) (Bitner, 1992; Wilson et al. 2012; Baker, 1986; Kim and Moon, 2009). In other words, servicescape cannot directly lead to a certain consumer behaviours, it needs to form a certain response in turn cause individual to behave. Bitner (1992) states that the consumer responses (cognitive, emotional and physiological) not only affect the consumer behaviours, but they are interdependent. For instance, hospital ideally is a disturbed place to most people, however, if the design of the hospital can release patients’ calm and anxiety (which present the emotional responses), then the patients might believe that the doctors or nurses are caring and trustworthy (which present the cognitive responses) (Wilson et al., 2012). Thus, three factors of consumer responses are unseparated and are interacted. 2.2.1 Servicescape and cognitive responseFrom Figure 1 (see Figure 1), it is noticeable that cognitive response involves beliefs, categorization and symbolic meaning. Servicescape, as a nonverbal communication, can cause clients behave cognitively (Golledge, 1987, cited in Bitner, 1992; Rapoport, 1982, cited in Bitner, 1992). 2.2.1.1 Beliefs In the consumer study, the cognitive responses are the impact of the environment on customers’ beliefs about a place or their beliefs about the people and products found in that place (Wilson et al., 2012). Beliefs can be defined as values, thought, expectation, judgement as well as religion (BusinessDictionary.com, 2017). Some environment cues might change the potential beliefs of the clients whether expensive or inexpensive, tasty or hard to swallow (Wilson et al., 2012). For example, The Real China is a chain Chinese restaurant within the UK and located in high streets, the window design of the restaurant which was built up by a great number of large transparent glass panels, therefore, this unique and attractive design appealed to a large number of people, in particular in the evening (see Appendix 3). In this case, consumers might elicit their cognitive responses by thinking the food in this special design restaurant would be tasty. However, if the in-store air quality is poor, then it can decrease consumers’ expectation and alter their beliefs of this restaurant. 2.2.1.2 Categorization Bitner notes that ‘perceptions of the servicescape may simply help people to distinguish a firm by influencing how it is categorized’ (1992, p. 62). According to Cambridge Dictionary (2017), categorization can be defined as a group of people or products which have the similar features. For instance, some environment cues, such as furnishings, can be categorized by consumers whether it is a sit-down restaurant or a take-away restaurant. Ward, Bitner and Barnes (1992, cited in Bitner, 1992, p.62) and Wilson et al. (2012, p.230) point out that hard furnishings, as an environment cues, suggest ‘fast food’, on the contrary, soft furnishings suggest ‘elegant sit-down restaurant’. However, in the 21 centuries, a majority of restaurants or other retail stores would use soft furnishings so as to appeals more consumers and improve their satisfaction, and consequent impact on the sales. For example, McDonald’s, as the famous fast food restaurant worldwide, has upgraded their stores by arranging more soft furnishings, such as the number of sofa. And these sofas allow five to six people sit together, especially suitable for the family or parties, and convenient for communicating.   There is a good example of categorization, The Real China is a Chinese restaurant, but the difference among the other Chinese restaurants is its style. From the layout and furnishings, it is easy to recognise that it is a buffet restaurant. In comparing with The Real China, WaKaMi and The May Flower, as another two Chinese restaurants, are the traditional restaurants where have menus to order food instead of the buffet restaurant. 2.2.1.3 Symbolic meaning  Symbolic meaning refers to understanding the meaning of the words or symbols (Cambridge Dictionary, 2017). As Bitner (1992) reports that the symbolic meaning within the restaurant can be seen as the service quality. Consumers can evaluate the service quality through experiencing the environment cues, such as the decorating, artefacts as well as the air quality. At the same time, the symbolic meaning can alter consumers’ beliefs about service quality (Zeithaml, 1981, cited in Bitner, 1992). 2.2.2 Servicescape and emotional responseApart from cognitive responses, servicescape can also elicit emotional responses (Bitner, 1992; Kotler, 1973; Lin, 2004; Wakefield and Blodgett, 1994). There are two dimension that come up by Bitner, including pleasure-displeasure and degree of arousal (1992). The former dimension refers to the good feeling or mood about a place, while the latter can be defined as amount of excited or stimulating attitudes (Sullivan, 2002, cited in Ferrera, 2015).   2.2.2.1 Mood and AttitudeWakefield and Blodgett (1994) identify that the perception of servicescape can lead to the certain thoughts and feelings, and thus influence their behaviours. For example, some environment cues, such as lightings, music and decor, can make a client feel happy or sad. If the music within a restaurant, like WaKaMi, always off and on, consumers might feel displeasure and decrease their expectations. Moreover, attitude is another emotional response that can be affected by the perception of servicescape (Bitner, 1992). For instance, in some special festivals or competitions, such as World Cup, a number of restaurants will arrange a TV and play TV shows, this action not only can make consumers feel excited, but also can increase their expectation of the restaurant. 2.2.3 Servicescape and physiological responseAt last, servicescape may cause consumers to behave physiologically (Bitner, 1992; Wakefield and Blodgett, 1994). Physiological can be defined as the reaction that the individual receives from external stimuli (Cambridge Dictionary, 2017). For example, consumers might feel uncomfortable within the noisy environment, and the worn furnishings might influence clients’ dining experience. Because the furnishings can affect the comfort of the consumers when they are having meals, and consequently impact on how long they will stay (Wilson et al., 2014).   2.3 Consumer response and purchasing decision makingMehrabian and Russell (1974) examine that servicescape can influence consumer behaviour and put forward approach-avoidance behaviours. As analysed above, approach behaviour is about how environment influence consumer responses and thus impact on their positive decision-making, such as decide to stay and spend money, while avoidance behaviour is the oppose side (Bitner, 1992). According to Schiffman and Kanuk (2010), consumers purchase decision making can be defined as the process by which the consumer compares and evaluates the product, brand, or services, so as to consume the best one which meets their needs. Wilson et al., (2012) identify that the dimensions of servicescape will influence consumer responses, in turn, impact on their behaviours. Moreover, through the reaction of consumers to the perceptions of servicescape, it can affect the purchase decision making and decide how long they will stay or how much they want to spend (Bitner, 1992; Wakefield and Blodgett, 1994). Reimer and Kuehn (2005) note that consumers need to enter and experience the service environment, so they can be able to make the purchase decision. At the same time, Reimer and Kuehn (2005) report that only price and servicescape of a service can influence consumer purchase decision making. Therefore, it is crucial to understand how consumers are affected in the pre- purchase decision making processes. 2.3.1 Cognitive response and purchase decision makingSolomon (2013, p. 320) demonstrate a map of consumer decision making process (see Figure 2), including problem recognition, information research, evaluation of alternatives, product choice and outcomes. Indeed, making a decision needs external or internal stimuli, such as individual, cultural, social and psychological factors (see Figure 2).     As analysed above, consumers will react cognitive responses by experiencing service environments, and thus impact on their behaviours (Lin, 2004; Bitner, 1992; Wilson et al., 2010). Some cognitive factors, such as beliefs and categorization can influence consumers purchase decision making. For example, some consumers might decide to have a meal in a low consumption restaurant owing to their financial pressures, because these consumers have their original financial budget. Therefore, they should recognise the financial problem of them, and then look for the suitable restaurants which can meet their needs. By comparing and evaluating the alternative restaurants, they can make the purchase decisions. In addition, some consumers would choose a buffet restaurant due to time limit. More specifically, buffet restaurants provide a lot of different dishes where you can enjoy meals as long as you enter the store, thus, consumers who desire to have the meal immediately or would like to try different cuisines, can categorize and evaluate the restaurant that meet their requirements so as to make the purchase decisions. Moreover, some attractive designing restaurants might attract consumers’ attention and increase their expectations or curiosity, and therefore decide to experience. However, if the food or services did not attach the standard as high as they expected, consumers might change their beliefs and decrease their evaluation, and consequently decide whether to return to consume or not. 2.3.2 Emotional response and purchase decision makingMehrabian and Russell apply the ‘stimulus-response (SOR) model’ (see Figure 3) which results to the approach/avoidance behaviours (Gatautis et al., 2016). Mehrabian and Russell (1974, cited in Peng and Kim, 2014) believe that SOR model involves virtual environment or servicescape (S) which can stimuli the organisms (O), such as the consumers, and elicit the emotional responses, hence, lead to the purchase behaviour (R). As analysed above, the perceptions of servicescape can stimuli the emotional responses of consumers, and the particular emotions can evoke consumer buying behaviours. In other words, the pleasure environment can appeal more consumers, whereas the unpleasant environment can cause the avoidance (Gatautis et al., 2016). Consequently, it is crucial for marketers to create an attractive service environments in order to encourage more consumer to purchase.  Lin (2004) deems a series of environment cues can elicit emotional responses of service quality, and results in approach or avoidance behaviour. For example, a noisy environment or a poor air quality (stimuli) can lead to the discomfort of consumers (organisms) and thus lead to the negative evaluation of a restaurant. In this case, they might decide not to return and even suggest their friends and change their friends’ beliefs (responses). In addition, the attractive design or some decors, such as the Chinese calligraphy and statues which can reflect the Chinses culture, not only can attract consumers’ attention, but also provide more exciting experiences to consumers. Hence, stimulate their purchase intension. 2.3.3 Physiological response and purchase decision makingRegarding the physiological responses, it is more likely be the individual reactions that stimulated from the internal factors, such as the physical condition and disease, and external factors, such as the physical settings and product stimuli (Kornell, 2014). According to the consumer purchase decision framework of Solomon, physiological responses can also affect consumers purchase decision making (Wakefield and Blodgett, 1994; Bitner, 1992).In particularly, for some disable consumers who are difficult to walk and might rely on the wheelchair to move (need recognition), they need to research for some restaurants which can provide the disable lift or some related services (information search). In comparing with different restaurants (evaluation of alternatives), then making their purchase decision makings (purchase). For example, although The May Flower is a high consumption level restaurant, it did not notice this issue and still have some stairs in the entrance which produce the discomfort for many disable consumers. In addition, hunger can be seen as an individual physiological need, thus, when a consumer feeling hungry, it is impossible for them to select the best restaurant among multiple choices. Hence, in order to attract more consumers’ attentions, some marketers use a number of posters or special menu of the day, it not only introduce the cuisine of restaurants, but also appeal consumers to consume in-store. However, when restaurants have some service quality problem, such as poor air quality or lightings are too bright, consumers might have negative responses towards to these issues (Lin, 2004; Wilson et al., 2012). For instance, the poor odours might make consumers feel uncomfortable which might influence their experience. Hence, result to the negative post-purchase behaviour and lead to the non-repurchase phenomenon (Bitner, 1992). 2.4 Conclusion In conclusion, servicescape plays a significant role within the service environment, particularly for the restaurants, and prompt to consumer three different responses (cognitive, emotional and physiological responses) and thus in turn affect purchase decision making. Because the relationship between servicescape and consumer purchase decision making cannot prove directly (see Figure 2), thus, in this literature review, the study first introduced the concept of servicescape, then it identified that the perceptions of servicescape, such as lighting, layout as well as the signs, can elicit three consumer responses as they are experiencing the service. Finally, by demonstrating the linkage between consumer responses and purchase decision making, this study proved the indirect relationship that the perceptions of servicescape can influence consumers purchase decision making through consumer responses.Although each response is introduced separately, the linkage between each other is interactive. For example, a well design restaurant not only can attract consumer attention and increase their expectation (cognitive responses), but also can make them feel pleasure (emotional responses). Therefore, by perceiving the perceptions of servicescape, clients can use them to guide their beliefs (cognitive response), moods (emotional response) and comforts (physiological response), so that to result in the consumer purchase behaviours. A great number of studies examine that the approach and avoidance behaviour largely depends on the consumers’ internal responses to the service environment (Bitner, 1992; Wakefield and Blodgett, 1994; Mehrabian and Russell, 1974; Lin, 2004; Wilson et al., 2012). To be more specific, servicescape elements are crucial for service managers and owners, because the pleasure environment can encourage the approach behaviour while the opposite site leads to the avoidance behaviour. In other words, the pleasure experience for consumers can encourage them spend more time and purchase more than the original budget, while the unhappy experience might decrease their expectation of the restaurant and thus affect their purchase decision making.     1) Based on your personal situation, please rate the following 9 restaurant conditions which might influent your dining experience. 1(strongly disagree) 2(disagree) 3(neutral) 4(agree) 5(strongly disagree)Music (loud or pleasure) Noise (loud or noisy or quiet environment) Air quality and temperature Layout (arrangement of equipment, the distance between the furnishings) Furnishing (new or old, comfort or discomfort) Equipment (easy to find or use the ice-cream or soft drink mechanic)   Signage (bathroom signs, etc.) or advertainments Decor (store design style) Artefacts (sculptures, art, etc.) 2) The restaurants’ ambient conditions (such as air quality, temperature, lighting as well as music) will affect your cognitive response (such as expectation, beliefs, service quality). ○ strongly disagree           ○ disagree        ○ neutral           ○ agree           ○ strongly agree 3) The restaurants’ ambient conditions (such as air quality, temperature, lighting as well as music) will affect your emotional response (such as moods, attitudes, pleasure, happy, exciting). ○ strongly disagree           ○ disagree        ○ neutral           ○ agree           ○ strongly agree                   4) The restaurants’ ambient conditions (such as air quality, temperature, disable elevator as well as music) will affect your physiological response (such as comfort, pain, disable needs). ○ strongly disagree           ○ disagree        ○ neutral           ○ agree           ○ strongly agree                   5) The restaurants’ spatial layout and functionality (such as the arrangement of equipment, the distance between furnishings) will affect your cognitive response (such as satisfaction, beliefs, service quality). ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 6) The restaurants’ spatial layout and functionality (such as the arrangement of equipment, the distance between furnishings) will affect your emotional response (such as moods, attitudes, pleasure, privacy, exciting). ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 7) The restaurants’ spatial layout and functionality (such as the arrangement of equipment, the distance between furnishings) will affect your physiological response (such as comfort, pain, hungry). ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 8) The restaurants’ sign, symbols and artefact (such as the signs of the bathroom, decors and arts) will affect your cognitive response (such as expectation, beliefs, service quality). ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 9) The restaurants’ sign, symbols and artefact (such as the signs of the bathroom, decors and arts) will affect your emotional response (such as moods, attitudes, pleasure, curious, exciting). ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 10) The restaurants’ sign, symbols and artefact (such as the signs of the bathroom, decors and arts) will affect your physiological response (such as comfort, pain, hungry). ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 11) The pleasure or excited moods to the service environment might encourage you spend more time and money in the restaurant. ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 12) The bad or unhappy feelings to the service environment might discourage you spend time and money in the restaurant. ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 13) The high expectation to the service environment might encourage you spend more time and money in the restaurant. ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 14) The low expectation to the service environment might discourage you spend time and money in the restaurant. ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 15) The comfortable furnishing or pleasure music to the service environment can encourage you spend more time and money in the restaurant. ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 16) The discomfort furnishing or loud music might discourage you spend time and money in the restaurant. ○ strongly disagree          ○ disagree           ○ neutral          ○ agree          ○ strongly agree 17) In the following 3 responses (cognitive, emotional and physiological), please tick one response which can mostly influence you to consume or return in the restaurant. ○ cognitive response (expectation, beliefs, senses)            ○ emotional response (moods, attitudes, feelings, pleasure, exciting)           ○ physiological response (comforts, noisy environment, air quality, music, lighting)