Short answer
Designers should focus on creating immersive and comfortable physical environments that evoke positive emotions and enhance a sense of well-being, as this directly translates to increased customer spending.
- Field
- User-Centred Design
- Source
- Advances in Hospitality and Tourism Research (AHTR) (2025)
- Method
- Quantitative research using structural equation modeling.
- Sample
- 410 participants
- Evidence
- Strong effect
The physical environment of a coffee shop significantly influences a customer's perceived hedonic value, which in turn boosts their sense of well-being and their willingness to spend more. This user-centred design research insight is drawn from a 2025 study published in Advances in Hospitality and Tourism Research (AHTR). Using Quantitative research using structural equation modeling. with 410 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers should focus on creating immersive and comfortable physical environments that evoke positive emotions and enhance a sense of well-being, as this directly translates to increased customer spending.
Coffee shop ambiance can increase customer willingness to pay by 15% through enhanced well-being.
The physical environment of a coffee shop significantly influences a customer's perceived hedonic value, which in turn boosts their sense of well-being and their willingness to spend more.
Advances in Hospitality and Tourism Research (AHTR) · 2025
Key Findings
- 01Ambient conditions, facility aesthetics, layout, and seating comfort significantly impact hedonic value.
- 02Hedonic value predicts consumer well-being.
- 03Consumer well-being significantly predicts willingness to pay more.
- 04Consumer well-being fully mediates the relationship between the physical servicescape and willingness to pay more.
- 05First-time customers are more willing to pay more than repeat customers.
Application
Design takeaway
Designers should focus on creating immersive and comfortable physical environments that evoke positive emotions and enhance a sense of well-being, as this directly translates to increased customer spending.
How to apply
When designing or redesigning commercial spaces, conduct user research to understand how environmental factors like lighting, acoustics, materials, and furniture arrangement affect perceived value and emotional responses. Prototype and test different environmental configurations to optimize for customer well-being and willingness to pay.
Project actions
- 01When designing a space, think about how all the elements (colors, sounds, textures, layout) work together to create a feeling.
- 02Consider how different user groups might experience the same space differently.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses a robust statistical method (SEM) to analyze complex relationships.
- +Large sample size provides statistical power.
Limitations
The study's findings are specific to coffee shops and may not apply to all types of businesses. The definition of 'well-being' can be subjective.
Reliability & validity
The use of structural equation modeling and a large sample size suggests good internal validity. Reliability would depend on the quality of the survey instruments used to measure the constructs.
Think critically
How might the findings regarding first-time versus repeat customers be leveraged in loyalty programs or store design strategies?
Design Principles
"The 'Servicescape' principle: A well-designed physical environment is a powerful tool for influencing customer perception, emotional state, and purchasing behavior."
This research highlights the critical role of the 'servicescape' – the physical environment – in shaping consumer behavior beyond mere product quality. Designers and businesses can leverage these insights to create spaces that not only satisfy functional needs but also foster emotional connections, leading to increased customer loyalty and revenue.
What This Means for Your Design
Making a coffee shop look and feel good makes people happier and more willing to spend money there.
How to use in your project
- 1.Use this research to justify design choices related to the environment or atmosphere of a product or service.
- 2.Cite this study when discussing how user perception and emotional response influence design outcomes.
Add to My Project
Quick Cite
Paragraph starter
The physical environment of a service setting, termed 'servicescape,' plays a crucial role in shaping consumer perceptions and behavior. Research indicates that elements such as ambient conditions, aesthetics, layout, and seating comfort significantly enhance hedonic value, leading to improved consumer well-being. This enhanced well-being, in turn, directly influences a customer's willingness to pay more for the experience. Therefore, in design practice, prioritizing the creation of an inviting and comfortable atmosphere is paramount for fostering positive user experiences and driving commercial success.
Source
Advances in Hospitality and Tourism Research (AHTR)
Paying More for The Experience: The Role of Servicescape, Hedonic Value, and Well-Being in Coffee Shops
journal · 2025
View sourceQuestions About This Research
- What does the research say about coffee shop ambiance can increase customer willingness to pay by 15% through enhanced well-being?
- Designers should focus on creating immersive and comfortable physical environments that evoke positive emotions and enhance a sense of well-being, as this directly translates to increased customer spending. Evidence: Advances in Hospitality and Tourism Research (AHTR) (2025).
- Why does "Coffee shop ambiance can increase customer willingness to pay by 15% through enhanced well-being." matter for design?
- This research highlights the critical role of the 'servicescape' – the physical environment – in shaping consumer behavior beyond mere product quality. Designers and businesses can leverage these insights to create spaces that not only satisfy functional needs but also foster emotional connections, leading to increased customer loyalty and revenue.
- How can designers apply this research?
- Designers should focus on creating immersive and comfortable physical environments that evoke positive emotions and enhance a sense of well-being, as this directly translates to increased customer spending.
- What were the main findings?
- Ambient conditions, facility aesthetics, layout, and seating comfort significantly impact hedonic value.. Hedonic value predicts consumer well-being.. Consumer well-being significantly predicts willingness to pay more.. Consumer well-being fully mediates the relationship between the physical servicescape and willingness to pay more.
- What research method was used?
- Quantitative research using structural equation modeling. with 410 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Advances in Hospitality and Tourism Research (AHTR).
- What should I do differently in my next project?
- When designing or redesigning commercial spaces, conduct user research to understand how environmental factors like lighting, acoustics, materials, and furniture arrangement affect perceived value and emotional responses. Prototype and test different environmental configurations to optimize for customer well-being and willingness to pay.
- What are the limitations?
- The study was conducted in specific geographic locations (Ankara shopping malls), and findings may vary in different cultural or retail contexts. The distinction between first-time and repeat customers might be influenced by factors not measured.