Enhancing customer dining experience through biophilic design: A case study analysis of restaurants

¹ Sustainability & Urban Design Research Group, Faculty of Architecture and Ekistics, Universiti Malaysia Kelantan Bachok Campus, 16300 Bachok, Kelantan, Malaysia
² Architectural Heritage & Cultural Studies Research Group, Faculty of Architecture and Ekistics, Universiti Malaysia Kelantan Bachok Campus, 16300 Bachok, Kelantan, Malaysia

^* Corresponding author: hamadi.i@umk.edu.my

Abstract

Biophilic design (BD) is the integration of nature into built environments to best improve human well-being. This paper aims to investigate how biophilic elements affect the dining experience in particular Klang Valley, Malaysia, restaurants. The study applies quantitative as well as qualitative approaches. This research examined the BD elements present in many restaurant settings using qualitative observation. In line with accepted BD theory, the findings were documented and investigated utilising site images. Apart from the qualitative studies, a quantitative survey was carried out among customers of the restaurants to assess their dining experiences with particular reference to the integration of BD elements. This research aimed to explore the effect of BD implementation on dining experiences of restaurant occupants and maybe identify the preferred BD of the restaurant by means of a purposive sample technique. The survey findings imply that the dining experience is much improved by include BD components, particularly those that provide a visual connection to nature. This research provides important new perspectives on the usage of BD in Malaysian restaurants, therefore guiding designers and architects in selecting and implementing effective biophilic approaches to possibly improve customers satisfaction.