The influence of colour and light on the experience and satisfaction with a Dutch railway station.

In service (management) literature however, it is widely acknowledged that customer evaluation heavily relies on experience qualities of the service setting. Perceptions of service quality are influenced by such factors as environmental cues or staff encounters. From this perspective, the physical environment can be considered an important instrument to enhance customers' satisfaction. Color and lighting are important aspects of the environment and known for the effects they can have on mood and behavior. Consequently, we propose that these two aspects have a significant impact on theoverall evaluation of the service. The impact of ambient factors such as color and lighting has been widely researched. Most of these studies were conducted in experimental laboratory settings or in field studies directedat retail environments or restaurants. Results of these studies often reveal the positive effects of short wave colours such as blue on pleasure, dominance and arousal. Blue also has a positive effect on feelings of safety and waiting time perception while long wave colours such as red will increase feelings of tension. This higher state of arousal negatively affectsthe perception of control and, in turn, feelings of safety, crowding and mood. Results on studies of lighting reveal a more diffuse vision with positive effects of bright light and negative effects of dim light and reverse effects in other studies. The literature suggests that people need some basic level of luminance and levels that go above and beneath this basic level are perceived as unpleasant. To measure the effects of color and lighting on customers' mood and customer satisfaction of railway travelers, three methods will be used. First, a virtual lab will be used to measure some of the effects of color and lighting in relation to crowding and waitingtime perception. Secondly, a virtual station will be developed which willbe send to the online panel of the Dutch Railway. In this online experiment, it is possible to reach a large sample of respondents and a variety ofvariables such as perceived control, orientation and perceived safety as well as crowding and waiting time perception will be measured. Finally, these variables will also be measured in a real railway station where lighting and color will be manipulated. The results of the three studies are discussed. For the covering abstract see ITRD E145999.