Customer Kansei-oriented restaurant location evaluation using Kansei Engineering

Location is one of the most critical factors in the long-term success of a restaurant. Location selection is a multicriteria decision problem primarily focused on creating maximum operational efficiency and profit for operators. However, the efficiency and profit-oriented operational objective is not the only option for current businesses, which instead can investigate whether a unique personalized atmosphere can be developed to meet customer needs based on affective perception. This study applied a Kansei Engineering-based approach to explore customer perspectives regarding location evaluation for personalized restaurants.