Exploring the role of hedonic emotions on attitudinal loyalty and EWOM: a contingency framework and propositions

Abstract

ABSTRACT Hedonists actively pursue events that elicit emotional pleasure and enjoyment. This study investigates the complex role and importance of consumers’ hedonic emotions in post-purchase behaviors within the context of fine-dining experiences. Prior research has mainly neglected emotions in favor of cognitive responses. Given the high rate of customer turnover in the restaurant industry, further research is necessary to fully understand the topic. This study’s research methodology is based on a thorough analysis of scholarly existing literature, namely journal articles. It presents a review of methodological views, illustrates key trends and limitations in prior empirical research, and emphasizes the need to construct a research framework. To guide future empirical work, a conceptual framework for certain hedonic emotions, namely comfort, sentimentality, and stimulation, and their impact on attitudinal loyalty and the E-WOM relationship, is introduced. To the best of our knowledge, this is the first attempt to critically analyze and synthesize multiple dimensions of hedonic emotions in the context of fine-dining restaurant services. We also presented several research propositions concerning the moderating effects of experiential and psychological factors on domain linkages. This study can aid restaurant managers in choosing vital marketing and communication strategies to enhance the food service industry, particularly in fine dining establishments.