Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to explore the effectiveness of integrating board games as a form of entertainment to enhance customer experience in restaurant settings. The research is grounded in evolving consumer behavior, which increasingly values social and interactive dining experiences. Employing a mixed methods approach, quantitative data were collected through customer surveys, while qualitative insights were gathered via semi-structured interviews with restaurant owners and selected patrons. The findings indicate that the use of board games can positively influence customer satisfaction, extend the duration of their stay, and increase the likelihood of repeat visits. The study recommends that restaurant owners consider incorporating interactive entertainment elements as part of their marketing and customer engagement strategies. The implications of this research contribute to the development of more engaging dining experiences and inclusive spatial design within the food and beverage industry.
Source: Idealogy Journal
Authors: Azri Ibrahim, Muhamad Abdul Aziz Ab Gani, Ahmad Sofiyuddin Mohd Shuib, Nur Faizah Mohd Pahme, Muhammad Fikri Saidi Othman
Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7110973277
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