1. Introduction – explain overall restaurant industry i.e past concentrate on price. now more concern on……
2. Restaurants – what is restaurant, how people use it i.e. a place to meet, relax, the trend of restaurants using atmospherics (use FAMM model)
3. Atmospherics – what is atmospherics, elements of it, distinguish researcher perspective, give example (use Kotler,1973; Solomon, 1985; Bitner, 1992; Berman and Evan, 1995; Turley,2000; Hansen et al., 2005; Ryu and Jang, 2008 and more…)
4. Importance of atmospherics
4.1 Atmospherics & sensation
i.e.
Lashley et al. (2004)
Lashley C, Morrison A, Randall S (2004). My most memorable meal ever! Hospitality as an emotional experience. In: Culinary Taste, Consumer Behaviour in the International Restaurant Sector (ed. D Sloan), pp. 165–84. Elsevier Butterworth Heinemann: Oxford
– starbucks
4.2 Market differentiation
give example in other business also i.e.
Lovelock and Wright (1998)
They stated that airlines differentiate the appearance of their aircraft and employees to make themselves identical with each other, and expensive hotels have become architectural statements. Lovelock, C. & Wright, L. (1998). Principles of Service Marketing and Management. New Jersey: Prentice Hall)
Doovan et al. (1996) – Most important factor (atmospheric) in market differentiation
4.3 Enhance consumption interest of customers
i.e.
Mehrabian and Russell (1974) – Emotional sense of arousal and pleasure
Kotler (1973) – To produce specific emotional effects in consumer that enhance consumption probability
Chu and Lam, in Bruce and Hines, 2004 Affect 70% – 80% consumers’ decision at the point of consumption
Hine, T. & Bruce, M (2004) (ed.). Fashion Marketing: Contemporary Issues. Singapore; Elsevier
4.4 Customer loyalty
i.e. use North,2003; Lloys, 2008;Haghighi et al., 2012; Clark&Wood, 1999
5. Conclusion
what it means to marketer , suggestion what restaurants should do…..
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