Role of Servicescape in Shaping Dining Experience - An Empirical Study

Customer experience is the new buzzword today in the marketing of goods and services. Especially, dining-out is considered more of an experience and family outing where consumers consciously seek out 'wholesome dining experience'. Though food and service are considered central to restaurant service, servicescape - where food is served has much greater potential in delivering distinct, enjoyable, memorable and sensory experiences. This study was undertaken to understand the role of servicescape in shaping dining experience and to identify the specific factors crucial for fine dining restaurant. A descriptive research design was adopted with quantitative approach involving survey of diners in selected fine dining restaurants across Bangalore city. A cross-sectional sample of 422 respondents was chosen using two-stage sampling technique. Exploratory factor analysis done on SPSS extracted five factors such as restaurant Feel factor, Hygiene, Access, Decor and Restau-tangibles as highly critical. Servicescape designed based on these variables surely help in creating positive emotions in diners which in turn favourably affect their dining experiences.