Abstract
The study’s primary purpose is to investigate customer brand personality’s effect on their dining experience and satisfaction at luxury hotel restaurants in Malaysia. Also, this study tests the mediation effect of dining experience on the brand personality and satisfaction interrelationship. A structured survey gathered empirical data from 482 luxury hotel restaurant customers. The AMOS software evaluated the research model using structural equation modelling (SEM). This study verifies that customer brand personality positively and significantly affects their dining experience and eventually influences their satisfaction with the luxury hotel restaurant services. The study findings suggest that dining experience significantly mediates the relationship between customer brand personality and satisfaction. As the brand personality concept has received considerable attention within the current business realm, these results are interesting for restaurant managers and business owners. Besides enriching the literature, this study provides essential theoretical and practical significance for restaurant owners to gain a competitive advantage through dining experience and customer brand personality characteristics.
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