Jooyeon Ha and SooCheong (Shawn) Jang
This study aims to identify how the perception of atmospherics in an ethnic restaurant setting influences customers' perceptions of service quality and food quality, as well as…
Abstract
Purpose
This study aims to identify how the perception of atmospherics in an ethnic restaurant setting influences customers' perceptions of service quality and food quality, as well as the extent to which perceptions of quality mediate the relationship between perception of atmospherics and customer behavioral intentions.
Design/methodology/approach
This study conducted structural equation modeling (SEM) to test the mediating effects of quality perception, and also performed multiple regression analyses to identify the influences of specific environmental factors on quality perception and behavioral intentions.
Findings
Perceived quality regarding services and foods had a partially mediating effect. Further, the indirect effect of perceived atmospherics on behavioral intentions through perceived quality was greater than the direct effect.
Research limitations/implications
This study emphasized the important role of atmospherics on quality perception to induce favorable behavioral intentions, suggesting that atmospherics could enhance or attenuate customers' perceived quality.
Practical implications
The environment may encourage customers to perceive service and food quality correctly, or even more positively, regardless of the actual quality level. In this respect, restaurateurs should increase their efforts to provide a better environment, which will encourage customers to evaluate the quality of services or foods more highly.
Originality/value
This study extended the existing literature by postulating the direct impact of perceived atmospherics on customers' behaviors by proposing that quality perceptions act as a link between atmospherics and behavioral intentions.
Details
Keywords
Jooyeon Ha and SooCheong (Shawn) Jang
The purpose of this study is to identify consumer‐dining values for each restaurant segment (fast food restaurants, casual restaurants, and fine dining restaurants) using a…
Abstract
Purpose
The purpose of this study is to identify consumer‐dining values for each restaurant segment (fast food restaurants, casual restaurants, and fine dining restaurants) using a means‐end approach and to suggest useful information for restaurant operators to develop differential marketing strategies for each segment.
Design/methodology/approach
This study applied a means‐end chain approach to identify underlying consumer values across three different restaurant segments. The participants responded to questions in a one‐on‐one interview procedure regarding attributes of restaurants, consequences, and values. Based on the responses, hierarchical value maps were developed to better understand consumer value patterns across the three restaurant segments.
Findings
The results suggested that attributes of fast food restaurants were largely associated with convenience, success, and economic values; attributes of casual dining restaurants were related to emotional and belonging values; and attributes provided by fine dining restaurants were linked to emotion and quality life values.
Practical implications
This research suggested what customers really want from the dining experience so that restaurant operators in each restaurant segment can develop effective marketing strategies, such as advertisements or promotions, which are distinguished from other competitive restaurants.
Originality/value
By using a means‐end chain approach, this study showed a holistic picture of the consumer dining values customers desire when they visit each restaurant segment, which is a unique contribution of this study.
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Jooyeon Ha and SooCheong (Shawn) Jang
The purpose of this study is to identify diners ' fundamental reasons for seeking variety in their choice of a restaurant and to understand their variety-seeking…
Abstract
Purpose
The purpose of this study is to identify diners ' fundamental reasons for seeking variety in their choice of a restaurant and to understand their variety-seeking intentions from the perspective of personality characteristics.
Design/methodology/approach
An online survey was conducted using a self-administered questionnaire and 309 usable responses were collected. To test the hypothesized relationships, structural equation modeling (SEM) was performed. A multiple group analysis was also conducted to test the moderating effects of personality characteristics.
Findings
The results suggested that diners ' desired values are more critical than prior dining experiences in determining variety seeking intentions. Further, satisfaction and desired hedonic/utilitarian values differently affect variety seeking intentions across high and low allocentric personality groups.
Practical implications
Regarding personality types, satisfaction and desired values were found to have a significant impact on variety seeking intentions in the high allocentric group, but not the low allocentric group. This suggests that the restaurant industry could develop effective marketing strategies by considering their target customers ' personality characteristics.
Originality/value
This study is unique in that it identified customers ' fundamental reasons for seeking variety in consumption situations, particularly in terms of restaurant choice. This study also considered individuals ' personality characteristics associated with optimal stimulation level in order to understand why consumers seek variety.
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Michael Daniel Clemes, Zurinawati Mohi, Xuedong Li and Baiding Hu
The purpose of this paper is to develop and test a comprehensive hierarchical model of the interrelationships among five higher order marketing constructs (service quality…
Abstract
Purpose
The purpose of this paper is to develop and test a comprehensive hierarchical model of the interrelationships among five higher order marketing constructs (service quality, customer satisfaction, perceived value, restaurant image and behavioural intentions) for moderate upscale restaurants in Malaysia. A third order conceptualisation of service quality is also included in the empirical analysis.
Design/methodology/approach
The data were analysed using exploratory factor analysis, confirmatory factor analysis and structural equations.
Findings
Service quality, customer satisfaction and restaurant image all have a strong, positive impact on the behavioural intentions of moderate upscale restaurant patrons. Service quality, perceived value and restaurant image are also important determinants of customer satisfaction. Behavioural intentions to re-patronise a restaurant and recommend it to friends are influenced more strongly by restaurant image than by customer satisfaction. Three primary dimensions and ten pertaining sub-dimensions are modelled in the third order conceptualisation of service quality. The primary and sub-dimensions also vary in importance amongst the customers in the sampling frame.
Originality/value
This is the first empirical research that develops and tests a comprehensive hierarchical model for moderate upscale restaurants to provide a complete and integrative analysis of a service setting. The interrelationships among service quality, customer satisfaction, perceived value restaurant image and behavioural intentions are assessed. A third order conceptualisations of service quality is also included in the modelling framework.