Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Investigating the Zen concept in the interior setting to engage customer
place attachment: An interior design for a Japanese restaurant in
Bandung
D. Murdowo & S.M. Lazaref
Telkom University, Bandung, Indonesia
ABSTRACT: This study investigates how a Japanese restaurant incorporates the attributes of
Japanese culture and the Zen concept in its interior setting to engage customer place attachment.
The research used a qualitative method with a case study at the Shabu Kojo restaurant in Bandung.
Qualitative research was performed by conducting interviews and distributing questionnaires to
customers. To implement the research, the Zen concept was applied in the form of natural colors,
shapes, artificial lighting, and traditional furniture with Kanji letters, as well as comfortable rooms
for gathering. The research demonstrated that the principles of the Zen concept, style of Japanese
culture, and Japanese philosophy can be used to produce interior design and engage customer
attachment. These research findings will be a reference for to enrich further research.
Keywords: interior setting, customer place attachment, Zen concept, Japanese restaurant
1 INTRODUCTION
Most customers visiting ethnic restaurants expect to engage in place attachment and experience
the authentic atmosphere of the restaurant’s origin. The phenomenon of place attachment is one
potentially important characteristic of satisfied and loyal customers (Rojak & Cole 2015). One
aspect that supports place attachmen is its interior design. As has been stated by Andreani et
al. (2013), the unique and ancient interior and exterior design of a restaurant can easily attract
consumers. In fact, a restaurant’s interior design is one of the essential factors that helps make a
restaurant a destination (Rahma et al. 2017). Meanwhile, Levy & Weitz (2001) state that adequate
interior design creates a feeling of comfort, pleasure, relaxation, and calm that creates a feeling
of satisfaction from the customer. The Shabu Kojo restaurant is a typical Japanese traditionalstyle restaurant designed to connect it to Japanese culture via its interior design. Some traditional
Japanese ambiance applications are used such as in lighting, furniture, and atmosphere.
Based on the observations conducted through customer interviews and questionnaires at the
Shabu Kojo restaurant, a restaurant’s interior design aspects that best represent Japanese culture
and philosophy are its atmosphere, colors, natural materials, lighting and ambience, furniture,
and comfortable private rooms. However, the Shabu Kojo restaurant has not applied all those
representations. Therefore, there is a need to create an interior design that will engage customer
place attachment. This study investigated the restaurant’s visitor experience and comfort perceptions
and then demonstrated how to apply the Zen concept in a Japanese restaurant.
The Zen concept as a Japanese cultural principle is well known among Indonesians. The Zen
concept is a classic trend that brings a sense of peace and balance. The principle in Zen interior
is to balance the arrangement of life and the rooms, life in the room and the room itself are two
things that affect each other (Ashralika 2019). Wirayuda (2020) explains that the Zen concept can
be applied to in the following ways: (1) color selection; (2) shapes; (3) lighting and ambience;
DOI 10.1201/9781003193241-61
331
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Investigating the Zen concept in the interior setting to engage customer
place attachment: An interior design for a Japanese restaurant in
Bandung
D. Murdowo & S.M. Lazaref
Telkom University, Bandung, Indonesia
ABSTRACT: This study investigates how a Japanese restaurant incorporates the attributes of
Japanese culture and the Zen concept in its interior setting to engage customer place attachment.
The research used a qualitative method with a case study at the Shabu Kojo restaurant in Bandung.
Qualitative research was performed by conducting interviews and distributing questionnaires to
customers. To implement the research, the Zen concept was applied in the form of natural colors,
shapes, artificial lighting, and traditional furniture with Kanji letters, as well as comfortable rooms
for gathering. The research demonstrated that the principles of the Zen concept, style of Japanese
culture, and Japanese philosophy can be used to produce interior design and engage customer
attachment. These research findings will be a reference for to enrich further research.
Keywords: interior setting, customer place attachment, Zen concept, Japanese restaurant
1 INTRODUCTION
Most customers visiting ethnic restaurants expect to engage in place attachment and experience
the authentic atmosphere of the restaurant’s origin. The phenomenon of place attachment is one
potentially important characteristic of satisfied and loyal customers (Rojak & Cole 2015). One
aspect that supports place attachmen is its interior design. As has been stated by Andreani et
al. (2013), the unique and ancient interior and exterior design of a restaurant can easily attract
consumers. In fact, a restaurant’s interior design is one of the essential factors that helps make a
restaurant a destination (Rahma et al. 2017). Meanwhile, Levy & Weitz (2001) state that adequate
interior design creates a feeling of comfort, pleasure, relaxation, and calm that creates a feeling
of satisfaction from the customer. The Shabu Kojo restaurant is a typical Japanese traditionalstyle restaurant designed to connect it to Japanese culture via its interior design. Some traditional
Japanese ambiance applications are used such as in lighting, furniture, and atmosphere.
Based on the observations conducted through customer interviews and questionnaires at the
Shabu Kojo restaurant, a restaurant’s interior design aspects that best represent Japanese culture
and philosophy are its atmosphere, colors, natural materials, lighting and ambience, furniture,
and comfortable private rooms. However, the Shabu Kojo restaurant has not applied all those
representations. Therefore, there is a need to create an interior design that will engage customer
place attachment. This study investigated the restaurant’s visitor experience and comfort perceptions
and then demonstrated how to apply the Zen concept in a Japanese restaurant.
The Zen concept as a Japanese cultural principle is well known among Indonesians. The Zen
concept is a classic trend that brings a sense of peace and balance. The principle in Zen interior
is to balance the arrangement of life and the rooms, life in the room and the room itself are two
things that affect each other (Ashralika 2019). Wirayuda (2020) explains that the Zen concept can
be applied to in the following ways: (1) color selection; (2) shapes; (3) lighting and ambience;
DOI 10.1201/9781003193241-61
331