IND801 Restaurant Environment on Consumer Behaviour: Hilton Hotel Assessment Answer
The effect of the restaurant environment on consumer behaviour – A Case of Hilton Hotel
I would like to express my special thanks of gratitude to my teachers and lecturers for their able guidance as well as support in the completion of my project.
I would also like to thanks my family and my peers for providing their support for the completion of my project.
Last but not least, I would like to thank my Principal and the Vice Principal for providing me with all the facility that was required for the completion of the project.
The Hilton Hotel is the full-service hotel in the world of the US, and they are spread all over the world. The restaurant environment has a direct impact on the customer value that allows the firm to maintain its position within the market. The effect of the restaurant over the customers can be understood with the various way where the hotel our various service and valuable process to attract the customers. In numerous studies, it can be seen that the use of music within the restaurant has created a positive vibe among the people. Some research shows that most of the restaurant utilises flowers then soothing and light wall colour then the tables and the dining plate of all elegant style and eye soothing colour to trigger the positive vibe and positive physical environment for the customers. The research methodology that has been used for this paper is the qualitative research method. The environment of the restaurant is judged in various ways, and for that, the best service is essential to attract the customers. The staff members of the organisation were very friendly and also helpful that allows the business to enhance their market and their activity within the field. The service quality of the firm also has a diverse impact on the business value and the operational activity within the market.
The purpose of the paper is to provide a view on the effect of the restaurant environment on the behaviour of consumers for making a suitable decision. The organisation Hilton Hotel is effectively selected for the successful completion of the project. The paper discusses the various effect and the impact of restaurant business on the clients and its direct impact on their behaviour. The paper even discusses the research methodology and the findings in term of the business process for dealing with the situation and valuable working function within the field.
The Hilton Hotel is the full-service hotel in the world of the US, and they are spread all over the world. The organisation was established in the year 1919, and they have more than 570 hotels all over the world. The properties of the hotel are effectively maintained by the manager then, or it is franchised to the independent operator by the Hilton hotel. Hilton Hotel is considered to be one of the largest hotel brands throughout the world. The organisation maintains its activity by satisfying the need of the customers with their suitable and effective service.
Project aim and objectives
The paper aims to provide an understanding regarding the business and their effect on the consumers for making an effective and suitable decision regarding the service industry.
The objectives of the research are as follows;
- To efficiently understand the vital impact of the restaurant atmospheres on customer behaviour
- To successfully understand the diverse customer value than their behaviour especially for the hospitality as well as the service industry
- To understand the way for enhancing the service system then the operational function in the hospitality industry that also for delivering the most efficient atmosphere to the consumers
The hospitality industry is the most crucial service sector where the environment and the atmosphere are highly essential for dealing with consumer behaviour. The restaurant environment has a direct impact on the customer value that allows the firm to maintain its position within the market (Basri et al., 2016). In the hotel industry, it can be depicted that the service provided by the firm are effectively linked with numerous activities performed by the business within the market. There is numerous process that the hospitality industry needs to develop for providing the value and the essential business environment for the firm for allowing them the highest value within the market (Ryu, & Lee, 2017). It can also be understood from the various facts that within the hospitality industry the dimension of the atmosphere to attract the clients and the guest are considered to be the ambient condition of hotel then the spatial layout and even the various services and facilities provided by the hotel management (Ali, Kim, & Ryu, 2016). For the restaurant, it is highly essential to provide the ambient atmosphere to the guest so that they feel like home and the familiar place which help them to enhance their behaviour and likeness for the place. It is the general fact that people behave in the way they feel like if they are feeling annoyed or disturbed, then it is sure to have the negative behaviour whereas the reverse case also happens for the people (Durna, Dedeoglu, & Balikçioglu, 2015). It is the primary reason that the organisation, mostly the hospitality industry firm maintain their atmosphere positively and suitably so that the guest did not feel the negative vibe in the atmosphere.
The consumers within the hotel sector generally prefer the clam as well as a suitable environment that help to spread the positive energy among the consumers. People love the place which emits the positive vibe, and this could be effectively developed by the atmosphere that has been created by the restaurant (Ladhari, Souiden, & Dufour, 2017). There are numerous types of people come for dining at the restaurant and being one of the top hotels in the country Hilton hotel needs to understand the situation of their customers and provide them the better atmosphere (Hemsley-Brown, & Alnawas, 2016). There are even corporate people who come to the restaurant for their official dining or meeting, and in this situation, the atmosphere of the firm is highly essential to attract them and provide them the positive vibe within the place. In the restaurant sector the processes of providing food then the way of delivering the activities of the firm are highly essential to enhance the atmosphere of the firm and get connected with the guest (Dedeoglu et al., 2018). It allows the guest to make their decision for the next visit and also recommendation of a place to other people. It is the fact that if the consumers are getting a poor and negative vibe from the restaurant atmosphere, then they would also behave similarly and would never visit the place again (Martínez García de et al., 2018). So for the hotel sector, it is crucial that they develop the atmosphere of the place suitably to deal with the people and provide them the best service within the market that enhances the positive behaviour of the customers.
The effect of the restaurant over the customers can be understood with the various way where the hotel our various service and valuable process to attract the customers (Chen, Peng, & Hung, 2015). The food and the service along with the atmosphere and the environment of the restaurant attract all type of customers towards the business that even helps them to maintain their value within the field for dealing with the various situation. There are numerous studies which effectively show that the ambient of the restaurant is one of the biggest factors that help the customers to develop their understanding and their likeness for the restaurant and visit it in future (Alhelalat, Ma’moun, & Twaissi, 2017). In numerous studies, it can be seen that the use of music within the restaurant has created a positive vibe among the people. The use of music eventually affect the length of stay within the restaurant then the peace of mind for the customers and also the amount of the money that the customers provide as the tip for the hotel service. There are numerous processes which effectively help the firm to understand the need of the customers and provide them the most suitable value within the field (Tsaur, Luoh, & Syue, 2015). Music helps to create the sweet and effective ambience within the restaurant that allows the customers to enjoy the dining at the restaurant, which allows the customers to come over and over again to the restaurant.
The effect of the restaurant environment and the atmosphere on the people can be understood from the numerous researchers that took place previously for enhancing the value within the market. From the numerous researchers, it can be seen that the loyalty of the customers highly depends on the consumer satisfaction level which is generally influenced by the physical surrounding, price perception as well as the service provided by the restaurant (Namkung, & Jang, 2017). The service customers have the limited source to get their overall experience and that too, the positive vibe for presenting the value of the people towards the development of the firm. For the restaurant business providing an effective service to the customers is vital as this help them to enhance their business activity and their working function effectively within the market (Tommasetti et al., 2018). In every situation, it could be effectively viewed that the environment and the atmosphere of the restaurant can create a direct impact over the customers for making then satisfied and happy. The physical environment of the restaurant provides the perfect image of the service industry to the people, and for that, it helps them to understand the most developed and suitable working function within the market for dealing with the effective situation (Lai, 2015). In every process, it is highly essential for the business that they have a vital understanding of the process to deal with the satisfaction level of the customers.
Numerous researchers provide the effective view that the atmosphere of the place some of the time become much vital as compared to the product. People generally prefer the view of the first impression is the last impression, and for the hotel industry, this is highly essential to maintain the situation and the value of the firm (Hanaysha, 2016). It is the fact that in most cases, people have delivered their understanding for dealing with the entire activity within the business process. In numerous situations, it could be effectively viewed that human behaviour is strongly affected by the physical environment, and this could be effectively maintained by the restaurant for developing their worth within the market. Once the customers are getting the suitable atmosphere, they would efficiently recommend the restaurant to their friends, relatives and this is the process of generating high brand awareness within the market (Jani, & Han, 2015). Some research shows that most of the restaurant utilises flowers then soothing and light wall colour then the tables and the dining plate of all elegant style and eye soothing colour to trigger the positive vibe and positive physical environment for the customers. The beautification of the place and the location effectively allow the people to have the best service and value within the market (Peng, Chen, & Hung, 2017). Customers prefer the place that is highly eye-catching and soothing and even provides peace to them so that they can relax and have their dining.
The ambient condition in term of the physical environment is also crucial, and it allows the business to have the most analysed value for the restaurant business. The customers in most of the situation could be seen that they prefer the non-smoking area mostly when they are dining. The restaurant with their dining space, and there provide some of the best dining experience to the customers (Jalilvand et al., 2017). The value of the firm is effectively created for dealing with the situation where ambient and the service then the food quality of the restaurant plays the vital for developing the customer behaviour and attitude in favour of the restaurant business. The restaurant by providing an effective environment to the customers they can enhance their market value and their business process within the field (Han, Bonn, & Cho, 2016). Once the customers are getting valuable services with reasonable prices and that also within a suitable environment, the hotel sector can grab the attention of their customers. The environments are also associated with the safety and the privacy of the customers which is another effective way to enhance the positive behaviour of the customers towards the restaurant business and the service sector (Boo, 2017). It is the fact that the entire activities of the firm highly affect the environment of the business and their value within the field. It is the primary activity of the hotel management to understand the need of the customers and provide them the most effective and suitable value within the market as this help to enhance the positive behaviour of the customers towards the business value.
Chosen method and Justification
The research methodology that has been used for this paper is the qualitative research method. This is effectively utilised as this help the respondents to provide their view in the form of description and explanation for the situation that has been created within the market. In this research paper, the interview is being conducted with the help of the open end and closed end questionnaires for the respondents to provide their view in term of the research topic. This process will allow the researcher to have a clear understanding of the effect of the restaurant environment on the people and their behaviour. It could be effectively seen that the entire process and the valuable activity of the firm are highly associated with the business and for that using the questionnaires will help to gather the suitable and effective response for the paper. The qualitative research not only shows the impact of organisation within the market but at the same time, they even provide a suitable and effective view for dealing with the entire situation. This research methodology allows the researcher to provide a clear view of the activity of the firm and also to understand the situation most suitably and effectively.
The ethical issue, strength, and weakness of the approach
The qualitative research method is highly effective for bigger research and also for understanding the worth of the business. But in this process, the ethical issue that could be faced by the researcher is to maintain the privacy of answer of one respondent to the other. This is one of the biggest ethical issues where the other respondents can listen and get the information provided by one of the respondents as the people can easily expand their view with the help of suitable explanation. The primary strength of this approach is that it helps to understand the emotion and the expression of the respondents’ whole, providing their view for the business environment. For the restaurant business, it is highly essential to understand the view and the concept of the people, and for that, the use of a qualitative method is highly essential. But at the same time, it is also having some of the weaknesses like that the people might provide a lengthy view or explanation that would consume much time of the respondents and also it would become harder for the respondents to analyse the information effectively within the market.
Table 1: 1st part – Customer perception for Hilton Hotel environment
|Elements||Highly agree||Agree||Neutral||Disagree||Highly disagree|
|Visit the restaurant on a monthly basis||15||30||30||15||10|
|Music is played at the background||45||30||20||5||0|
|The restaurant is clean and hygiene||30||45||10||10||0|
|The staff members greet well to the customers||30||30||20||10||10|
|Can the organisation be recommended to the friends/ relatives/ colleagues||40||35||20||5||0|
Table 2: 2nd part – satisfaction level of the customers Hilton Hotel
|The friendliness of the staff members||50||30||20|
|Foodservice of the restaurant||55||25||20|
|The restaurant management team was very helpful throughout the stay||40||45||15|
|the atmosphere of the restaurant was suitable for a corporate/ family gathering||50||40||10|
|The food quality and the price of the restaurant||45||35||25|
|Overall satisfaction at the hotel stay and dining||55||20||25|
Table 3: 3Rd part – Behaviour intention of the customers Hilton Hotel
|Hilton hotel provides a suitable atmosphere for the customers||0||10||25||20||45|
|The decoration of the restaurant was quite soothing||5||15||30||30||20|
|The music enhances the ambience of the restaurant||0||15||20||25||40|
|Like to stay in the hotel||10||10||25||25||30|
|Safety and security system at the restaurant||0||10||20||30||40|
|The help of the staff members and the managers||5||15||20||30||30|
|Service quality of the firm||0||10||20||35||35|
Table 4:4th part – feedback and personal information
|Elements||Customized feedback of the respondents|
|Fully Satisfied customers||The organisation is one of the best restaurants in the market that provide positive ambience and vibe to customers. This is one of the best places to visits again and again for getting a suitable and effective dining experience.|
|Satisfied customers||The organisation provides their best value to the customers, but at the same time, they provide an equal atmosphere to the corporate and the family people. Hilton hotel can enhance their value by analysing the need of the customers.|
|Neutral||Numerous hotels provide the same ambience and satisfaction level to the customers.|
|Unsatisfied customers||The management needs to understand the requirement of the diverse type of people for providing them the valuable service within the field.|
|Fully unsatisfied customers||Did not like the ambience as the music was relatively loud, which makes it impossible to reach out to the staff members of the firm.|
Analysis and interpretation of findings
Graph 1: Customer perception for Hilton Hotel environment
The above graph clearly shows that the customers have the perceived value in term of the business environment to maintain the activity in the hotel industry. It is a primary fact for the customers that the organisation will provide music then quality food along with the helpful staff members and also the clean and hygiene factor of the restaurant. The environment of the restaurant is judged in various ways, and for that, the best service is essential to attract the customers. Hilton hotel maintains their activity to provide the best service and the atmosphere to the customers with their cleanliness and the hygiene factor then by playing the music at the background while people are dining out within the restaurant. The graph clearly shows that the maximum number of people agree to the concept that the organisation Hilton Hotel have a suitable and effective environment which help them to attract customers. Due to their valuable business process and positive environment, the customers also have a positive vibe that helps them to develop their behaviour and attitude towards the business.
Graph 2: Satisfaction level of the customers of the Hilton Hotel
The above graph effectively shows the satisfaction level of the customers for the business Hilton Hotel regarding the environment and the atmosphere provided by them. The level of satisfaction is quite high among the people as they prefer the organisation which can provide a positive physical environment along with the service to the customers. The staff members of the organisation were very friendly and also helpful that allows the business to enhance their market and their activity within the field. Customers get highly satisfied mostly with the food quality then the music played at the restaurant and also with the atmosphere that is suitable for both the corporate as well as the family gathering. It is the clear fact that the organisation provides their effective view for the development of business and this is effectively done with the help of the suitable atmosphere and the value that has been provided to the customers.
Graph 3: Behaviour intention of the customers of the Hilton Hotel
The above graph shows that the behaviour intention of the customers within the Hilton hotel varies with the development process and value of the firm within the market. In this also it can be seen that most of the customers are highly attracted by a suitable atmosphere and environment that has been provided by the organisation at their premises. It is the primary activity of the firm that they need to develop their value within the market with the help of effective and soothing music then the suitable ambience of the entire field and the value of the hotel process. The fact is clear from the numerous acts of the firm that the customers likely prefer to stay longer within the organisation where they are able to get the safety and security system which Hilton hotel effectively provides to their customers. The behaviour intention of the customers has the most suitable value for dealing with the situation and developing an effective understanding process.
The findings relatively show that most of the customers are quite happy with the service and the atmosphere that is being provided by Hilton Hotels. It helps them to make their attitude as well as their behaviour towards the business, which is highly essential for the firm to maintain its business level and their operational activity within the market. The organisation has the most suitable interior decoration that automatically creates a positive vibe among the people regarding their business value and their business process within the market. The service quality of the firm also has a diverse impact on the business value and the operational activity within the market. The customers primarily develop their behaviour and their understanding to show the developed process for maintaining the activity of the firm. The findings effectively show that the behaviour of the consumers like recommending the organisation to the friends and family than staying at the hotel and even visit the hotel regularly for dealing with the market condition to effectively enhance their value and their working function. The customers maintain their activity for dealing with the situation and providing the effective working function within the market. The organisation has enhanced their business process effectively within the field where the customer's behaviour has direct impact over the business activity and the working function of the market for the betterment of business value and development of entire activity within the market. For the organisation, the use of valuable activity and the business process is to deal with the situation and develop their understanding to deal with the situation most effectively and suitably.
The paper concludes that the restaurant environment is having the highest impact on the behaviour and the attitude of the customers towards the business. It is also concluded from the paper that the restaurant can effectively develop their atmosphere and their environment by including music then developing interior decoration of the restaurant. It can also be concluded from the paper that good ambience helps the customers to spread the awareness of the restaurant and also help to develop the value of the firm. The environment of the restaurant also helps to attract the customers to visit the place over and over that enhance the loyalty of the customers.
The organisation Hilton Hotel can effectively develop their environment and their organisational atmosphere to attract customers. It is highly recommended to the firm that;
- They need to keep the restaurant clean and hygiene all the time for their customers and provide the hygiene food to the customers
- They also need to add some soothing light for enhancing the ambience of the restaurant and also to provide a smooth atmosphere to the customers
- They also need to use a suitable colour for their restaurant and even in the food as this has a vital impact on the ambience of the firm
- They also need to space the table so that the customers are not crammed together and have a suitable place for sharing their value within the market
- They also need to communicate effectively with the customers for understanding their value within the market
The organisation provides the best atmospheric and environmental value to the customers, and for that, they are able to hold a suitable place within the market. The organisation has the most suitable environmental development value that helps the firm to analyse their situation and their value. It is highly essential for the customers to get the suitable and effective working activity for analysing the situation and providing valuable activity.