Listening to Customer Kansei for Restaurant Location Evaluation

• DOI: 10.1177/1096348020919024
• Publication Date: 2020-05-07T17:32:22Z
• Authors: Yu-Hsiang Hsiao; Guan-Ting Chen
• Keywords: Kansei; Atmospherics; Kansei Engineering

Location plays a major role in outdoor atmospherics, which can provide an opportunity for the restaurant owner to create strong first impression on consumers. This study investigated customer perspectives regarding placement of cafés by employing Kansei engineering–based approach. In this approach, location-related features that are concern customers and words used express their impressions café’s atmospherics were identified through survey feature fatigue analysis. The associations between café effects customers’ visiting intention also examined based stimulus–organism–response model. approach achieved Kansei–oriented location evaluation cafés. findings proprietors preliminary guideline using as strategy produce desired reactions.