The Full-Service Dining Experience: An Assessment of the Generation-Specific Determinants of Customer Loyalty

Abstract

The unique characteristics and values associated with different generational cohorts are often identified as important components of the consumption decision. The present research analyzes generation-specific perceptions of the full-service dining experience in terms of atmospherics, food quality, service quality, price fairness, and brand image. In addition to identifying significant differences among generations in terms of experience ratings, logistic regression was used to identify the differential impacts of each of the five dining experience factors in determining customer loyalty. By identifying the moderating role of generational affiliation in the development of customer loyalty, a new set of considerations for both scholars and practitioners interested in full-service restaurant consumption behavior were provided.