Investigating the Attributes of Effective Furniture in Creating Customer Loyalty to the Restaurant

The visit to restaurants has grown significantly over the past. As a result, the number of restaurants has also increased significantly. For this reason, attracting customers and turning them into loyal customers for restaurant owners is very important. Restaurants use a variety of ways to build loyalty to visitors, including services and food quality. Diversity and plenty of restaurants, Reveals the need for strategies to increase clients for their managers. To compete in this market, it is necessary to pay attention to the other factors than just food quality, likes environmental design of the restaurant and restaurant’s atmosphere. The studies were conducted in this qualitative applied research, with the aim of investigating the factors creating loyalty in customers for frequent recourse to a restaurant. The validity and reliability of the survey were measured by intra-rater reliability and Cronbach’s Alpha coefficient and the data was analyzed with SPSS22. 45 peoples who visited the restaurant more than twice a month were surveyed by interview and questionnaire, also 50 man-hours observing the route and behaviors of 30 groups referring to the restaurant in the north and northwest of Tehran. The behaviors of the referrers were examined; their positions and how they use the restaurant furniture were recorded by the designer. The results showed that the existence of comfortable and tranquilizing conditions, the possibility of communicating with each other and the creation of stories that have an emotional theme between the customers and the restaurant space can reach us to the purpose. For this purpose, the shape of the table should be round or of a similar shape, so as to minimize the distance between people. Furniture must involve the emotions of individuals. So that people will come back to the restaurant to repeat the feeling of pleasure. (p<0.05)