The Role of Interior Design in Shaping Customer Behavior in Restaurants
Progeri Tahiri, Enedia (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120533117
https://urn.fi/URN:NBN:fi:amk-2025120533117
Tiivistelmä
This thesis examines how interior design influences customer behaviour in restaurants. The study focuses on how lighting, colour, layout, décor, and other sensory elements shape customer perceptions, emotions, and behavioural intentions. The theoretical framework combined atmospheric marketing, environmental psychology and servicescape theory.
A qualitative research approach was used. Seven semi-structured interviews were conducted with professionals from the restaurant and hospitality field and interior design. A visual analysis of three restaurant cases was carried out to observe design choices in practice.
The findings show that interior design clearly affects how customers feel and behave. Elements such as lighting, comfort, colour harmony, and layout influenced emotional responses, dwell time, spending, and the likelihood of returning. Sensory coherence and physical comfort emerged as key drivers of positive experiences.
The study concludes that well-designed environments support both customer satisfaction and business outcomes, highlighting the importance of intentional design choices for restaurant owners or managers.
A qualitative research approach was used. Seven semi-structured interviews were conducted with professionals from the restaurant and hospitality field and interior design. A visual analysis of three restaurant cases was carried out to observe design choices in practice.
The findings show that interior design clearly affects how customers feel and behave. Elements such as lighting, comfort, colour harmony, and layout influenced emotional responses, dwell time, spending, and the likelihood of returning. Sensory coherence and physical comfort emerged as key drivers of positive experiences.
The study concludes that well-designed environments support both customer satisfaction and business outcomes, highlighting the importance of intentional design choices for restaurant owners or managers.