Food business has become a popular trend for entrepreneurs these days. However, it seems that many entrepreneurs do not know how important is the first impression and the services offered to their guests. Consequently, many restaurants have a generally poor service, and therefore, many are closed as soon as they are opened. This study concerns more on how the first impression works in a fine-dining restaurant; hence, restaurateurs will able to know how to build on a customer’s good first impression. Previous studies, experts’ opinions, and the theories related to the topic of this study were referred and used in this study. The study was carried out in restaurant ‘C’, located in Tampere, Finland. Samples were collected from the guests who visited the restaurant ‘C’. This study contributes new knowledge regarding the first impression, and how it affects the customers’ decision behaviour as well as three different types of service clues (mechanic, humanic, and functional clues) and how they influence the customers’ perception.
 Ambady, N. & Rosenthal, R. (1993). Half a minute: Predicting teacher evaluations from thin slices of nonverbal behavior and physical attractiveness. Journal Of Personality And Social Psychology, 64(3), pp. 431-441. doi:10.1037/0022-3518.104.22.1681
 Ambady, N., Bernieri, F. J. & Richeson, J. A. (2000). Toward a histology of social behavior: Judgmental accuracy from thin slices of the behavioral stream. In M. Zanna, Advances in experimental social psychology, 32, pp. 201-271. San Diego, CA: Academic Press
 Amick, D. J. & Walbery, H. J. (1975). Introductory Multivariate Analysis. California: McCutchan Publishing Corporation.
 Angeline, T. (2011). Managing generational diversity at the workplace: expectations and perceptions of different generations of employees. African Journal of Business Management, 5(2), pp. 249-255. doi:10.5897/AJBM10.335
 Aubert-Gamet, V. (1997). Twisting servicescapes: diversion of the physical environment in a re-appropriation process. International Journal Of Service Industry Management, 8(1), pp. 26-41. doi:10.1108/09564239710161060
 Bar, M., Neta, M. & Linz, H. (2006). Very First Impressions. Emotion, 6(2), pp. 269-278. doi: 10.1037/1528-3522.214.171.1249
 Bitner, M. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal Of Marketing, 56(2), pp. 57-71. doi:10.2307/125204
 Churchill, A. G. (1995). Marketing Research: Methodological Foundations (6 ed.). New York: Dryden Press.
 Cousins, J., Foskett, D. & Gillespie, C. (2002). Food and beverage management. Harlow: Prentice Hall
 Foderaro, L. W. (1985). First Impressions Can Have a Lasting Effect. New York Times, p. 42
 Gladwell, M. (2007). Blink: the power of thinking without thinking. Little, Brown
 Grandey, A., Fisk, G., Mattila, A., Jansen, K. & Sideman, L. (2005). Is “service with a smile” enough? The authenticity of positive displays during service encounters. Organizational Behavior And Human Decision Processes, 96(1), pp. 38-55. doi:10.1016/j.obhdp.2004.08.002
 Jamal, A. & Naser, K. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), pp. 146-160. doi:10.1108/02652320210432936
 Keaveney, S. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal Of Marketing, 59(2), pp. 71-82. doi:10.2307/1252074
 Kennedy, P. (1998). A Guide to Econometrics (4 ed.). Oxford: Blackwell Publishers
 Kim, W. & Moon, Y. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal Of Hospitality Management, 28(1), pp. 144-156. doi:10.1016/j.ijhm.2008.06.0
 Kumar, M., Chengappa, S. & Pandya, S. (2013). Capability Development: Enhancing Employee Potential through Strategic Competency Building and People Development. International Journal Of Management And Social Sciences Research, 2(2), pp. 27-28
 Miller, R. K. & Kelli, W. (2013). The 2013 Restaurant, Food & Beverage Market Research Handbook. Richard K Miller & Associates
 Mittal, V. & Kamakura, W. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal Of Marketing Research, 38(1), pp. 131-142. doi:10.1509/jmkr.126.96.36.19932
 Mohr, L. & Bitner, M. (1995). The role of employee effort in satisfaction with service transactions. Journal Of Business Research, 32(3), pp. 239-252. doi:10.1016/0148-2963(94)00049-k
 Robertson, K. (2008). How to make a powerful First Impression. Burlington, Ontario: The Robertson Training Group.
 Rosenzweig, P. (2007). The halo effect ... and the eight other business delusions that deceive managers. New York: Free Press
 Rule, N. O. & Ambady, N. (2008). First impressions: Peeking at the neural correlates. In N. Ambady, & J. Skowronski, First Impressions (pp. 35-56). New York: Guilford
 Ryu, K. & Jang, S. (2008). DINESCAPE: A Scale for Customers’ Perception of Dining Environments. Journal Of Foodservice Business Research, 11(1), pp. 2-22. doi:10.1080/15378020801926551
 Santos, J. (2002). From intangibility to tangibility on service quality perceptions: a comparison study between consumers and service providers in four service industries. Managing Service Quality: An International Journal, 12(5), pp. 292-302. doi:10.1108/09604520210442083
 Smith, E., Simpson, J. & King, L. (2011). Journal of Personality and Social Psychology, 80(2), pp. 325-339
 Sulek, J. & Hensley, R. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-service Restaurant. Cornell Hotel And Restaurant Administration Quarterly, 45(3), pp. 235-247. doi:10.1177/0010880404265345
 Sureshchandar, G. S., Rajendran, C. & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction – a factor approach. Journal of Services Marketing, 14(4), pp. 363-379. doi: 10.1108/08876040210433248
 Sweeney, J., Johnson, L. & Armstrong, R. (1992). The Effect of Cues on Service Quality Expectations and Service Selection in a Restaurant Setting. Journal Of Services Marketing, 6(4), pp. 15-22. doi:10.1108/08876049210037122