Comparison of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 26 December 2024
Abstract
Purpose
Since the COVID-19 epidemic, the number of restaurant service quality studies has continued to increase. However, until now, there has not been an overall perspective or accurate instructions for research on restaurant service quality and experiential value enhancement. This study conducts multiple comparison studies to discover differences between consumer-perceived service quality and satisfaction perspectives on hotel fine dining and chain restaurants.
Design/methodology/approach
This study integrates a hotel’s fine dining and chain restaurant to obtain 636 participants (e.g. Study 1 has 318 hotel fine dining customers; Study 2 has 318 chain restaurant customers), mainly expanding the SERVQUAL model and stimulus–organism–response (S–O–R) theory.
Findings
The results of Study 1 show that value co-creation has a mediating effect on the relationship between service quality and satisfaction. In addition, customer experiences have a significant moderating effect on customer satisfaction. The outcomes of Study 2 showed that experiential value has a significant mediating effect on the relationship between service quality and satisfaction. In addition, customer relationship quality is a critical criterion in regulating the process of experience value delivery.
Practical implications
Hotels’ fine dining should pay attention to the item risk in the value co-creation factor, while chain restaurants should enhance the item service excellence in the experiential value factor to satisfy the changing customer requirements.
Originality/value
This study provides several alternative models to verify the robustness of the empirical results.
Highlights
This research has brought clarity to the diverse mediation-moderation models that compare of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions.
These models delve into how different service quality requirements after the epidemic that affect customer satisfaction, as perceived by customers consumed in hotel fine dining and chain restaurant.
Value cocreation and experiential value emerge as pivotal factors, they act as mediators between service quality and satisfaction.
They demonstrate a moderation effect of customer experiences between value cocreation and satisfaction, as well as customer relationship quality between experiential value and satisfaction.
Keywords
Acknowledgements
The authors would like to thank the anonymous reviewers for their useful suggestions and Taiwan’s National Science and Technology Council for financial support [Grant number: NSTC 112-2410-H-130 -024 -MY3.
Citation
Chou, S.-F., Horng, J.-S., Liu, C.-H., Yu, T.-Y., Huang, Y.-C., La, Q.P. and Ng, Y.-L. (2024), "Comparison of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-07-2024-0653
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited