The Influence of DINESCAPE on emotions and behavioral intentions of customers

Abstract

This study explores the impacts of physical environmental items (DINESCAPE) on emotions and behavioral intentions of customers at an upscale restaurant. The theoretical framework is grounded on the Mehrabian- Russell model which suggests that any environment will evoke one of the three emotional states: pleasure, arousal, and dominance. A field study approach is used in this study and conducted with 152 participants who were dining at a restaurant. Among upscale restaurants in Ankara, two branches of Midpoint chain restaurants were selected as the case study to evaluate the influence of the DINESCAPE items in evoking emotional states that have an impact on behavioral intentions of customers. Using the multiple regression analysis, the findings indicated that the facility aesthetic has a positive effect on arousal dimension; layout on arousal and dominance dimensions; table set up on pleasure dimension; and ambience on pleasure and dominance dimensions. Furthermore, the results indicated that table set up and ambience dimensions of DINESCAPE have a direct influence on behavioral intentions. Among customer emotions, pleasure and dominance dimensions were the significant determinants of behavioral intentions.