Restaurant servicescape, service encounter, and perceived congruency on customers' emotions and satisfaction

This study examines the relative impact of physical surroundings and customer-employee interactions on customers' emotions and satisfaction. A field study was conducted in an actual restaurant setting. Subjects were interviewed at the end of the meal and asked to complete a survey instrument. Results indicate that both the servicescape and the service encounter influence pleasure and satisfaction. In addition, perceived congruency (i.e., matching the restaurant theme with food served, and matching the exterior look with the interior décor) had a positive impact on pleasure level, while such impact on arousal was minimal. Further, perceived congruency and pleasure had a joint impact on satisfaction. Managerial and future research implications are reported and discussed.