Restaurant Customers Research Articles

The effect of servicescape on place attachment and experience evaluation: the importance of exoticism and authenticity in an ethnic restaurant

PurposeUnder the growing preference for ethnic food and an increase in ethnic restaurants, it is crucial to understand the value of restaurants gaining a competitive edge for their customers. Therefore, this study aims to investigate how exposure to the servicescape affects the formation of emotion and behavior.Design/methodology/approachThis study is based on online survey results pertaining to the servicescape of ethnic restaurants and diners’ evaluations of their experience. The survey items were developed from previous related literature. For accurate data collection, the survey respondents were limited to consumers who had dined in an ethnic restaurant at least once within the previous six months.FindingsThe results reveal that substantive and communicative servicescape had a positive influence on both exoticism and authenticity; moreover, exoticism positively affected authenticity. In turn, exoticism and authenticity had a positive influence on place attachment. It also appears that place attachment positively affected experience intensification and extension.Practical implicationsThe findings of this study are expected to contribute to competitive management strategies to expand ethnic restaurants. Based on the results, managerial strategies will be set up, focusing on which aspects should receive attention to ensure the intensification and extension of diners’ experiences at ethnic restaurants.Originality/valueThere has been very little research on ethnic restaurants in relation to the integrated relationship between servicescape, authenticity, place attachment and postexperience behavior. This study assumes that the overall service experience of customers of ethnic restaurants can be perceived and evaluated based on substantive and communicative servicescape and that such restaurants can benefit by understanding the specific factors that will give them a competitive edge in running their business.

Automated, human, or semi-automated service in restaurants? An investigation of technology-enabled service designs and customer attribution

Self-serving bias tends to lead customers to attribute ideal outcomes to themselves while blaming external factors for non-ideal outcomes. This attribution process complicates the current service configuration owing to service increasingly incorporating automated or semi-automated processes where the traditional human services are replaced or reduced. This research provides insights into how such changing service dynamics may impact restaurant customers' attribution behavior. By utilizing a 2 × 3 between-subject scenario-based experimental design, this study shows that restaurant service types (automated, employee, and semi-automated services) and service outcomes (with and without service failure) influence consumer attribution and subsequent service satisfaction. This study allows a better understanding of how customers perceive a service failure and the absence of service failure when such services interface with technology-enabled hospitality configurations.

The effects of self-efficacy and collective efficacy on customer food waste reduction intention: the mediating role of ethical judgment

PurposeThis study aims to (1) examine the effects of restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction on their food waste reduction intention (FWRI), and (2) explore the mediating role of customer ethical judgment toward restaurant food waste reduction behavior in the relationship between efficacy and food waste reduction intention.Design/methodology/approachData were collected through an online survey. The responses from 428 US restaurant customers were used for data analysis. Partial least squares structural equation modeling (PLS-SEM) was employed to examine the path effects.FindingsThe study found that restaurant customer self-efficacy and perceived collective efficacy toward food waste reduction positively influenced their FWRI. These relationships were mediated by customers’ ethical judgment.Practical implicationsRestaurant practitioners are recommended to allocate resources to food waste reduction programs and make customers aware of the efforts they have dedicated. Customer FWRI can be increased if they judge such initiatives as highly ethical. The restaurant practitioners should also be aware of the distinct associations between customer self-efficacy and perceived collective efficacy and their ethical judgment.Originality/valueThis is the first study to discuss the roles of customer self-efficacy, perceived collective efficacy and ethical judgment toward food waste reduction in determining FWRI. The proposed framework enriches social cognitive theory and self-regulation theory. The results especially underscore the mediating role of customers’ ethical judgment.

Saving Local Restaurants: The Impact of Altruism, Self-Enhancement, and Affiliation on Restaurant Customers’ EWOM Behavior

During the COVID-19 pandemic, many restaurants faced a shift from a dine-in based service model to a takeout-based model. As a result of the qualitative differences between dine-in and take-out experiences, there was a corresponding change in customers’ electronic word of mouth (EWOM) behavior. While pre-pandemic EWOM behavior relied on dine-in specific factors such as décor, lighting, and employee interactions, take-out dining relies less on these types of atmospheric elements to drive post-consumption evaluations. Accordingly, the purpose of this research was to explore the drivers of take-out dining EWOM by examining the effects of altruism, self-enhancement, and restaurant affiliation. Using the psychological framework of Underdog Theory, the results showed that both self-enhancement and altruistic motives result in positive EWOM, but that this relationship was moderated in important ways based on whether the restaurant was independently owned or part of a chain.

Understanding Restaurant Customers Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior

Understanding Restaurant Customers Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior 의 이용 수, 등재여부, 발행기관, 저자, 초록, 목차, 참고문헌 등 논문에 관한 다양한 정보 및 관련논문 목록과 논문의 분야별 BEST, NEW 논문 목록을 확인 하실 수 있습니다.

Zomato’s race to capture the foodtech market

Learning outcomes This case allows students to critically analyse the business model of Zomato which is a multi-sided platform/in the foodtech industry. It helps students to critically analyse how firms enter into the global market to create value and maintain dominance over the local market (especially in a large market such as India). The case can also be used to introduce students to the business canvas model by analysing foodtech start-ups. The outcomes are as follows: to understand the Business Model Canvas as a tool to describe and analyse the foodtech business such as Zomato’s, based on its value proposition and the way it sells its services; to conduct a value chain analysis and analyse the business models adopted by foodtech companies; to understand how Zomato can aim at global value creation; and to design a clear growth strategy and evaluate Zomato’s options to internationalize or expand locally. Case overview/synopsis The year 2018 was an important year for Zomato as it geared up to chart new heights amidst the changing dynamics of the industry on one hand and a co-founder exiting the company on the other hand. Zomato was incepted in 2008 as a restaurant discovery platform offering users the ability to access restaurant menus and post online reviews. It provided a range of value-added services for both its restaurant partners and end customers. Its vertical integration enabled it to grow its revenues across its three lines of business, namely, dining out, delivery and sustainability. Zomato was an early internet start-up that expanded rapidly in the international markets. In the past ten years, the company both scaled and rolled back its operations with unique lessons learned in each market that paved its path for success both locally and globally. The domestic market was being dominated by a few large players sharing the market. Reports by market intelligence firms showed that Swiggy, the closest competitor was starting to dominate Zomato in India [1]. Deepinder, CEO, Zomato’s dilemma for adding value and increasing revenues by weighing options of whether the company should strengthen its presence in the domestic market, or, venture into foreign markets or serve both local and foreign markets. Complexity academic level This case is appropriate for postgraduate courses in Strategic Management or International Business. Supplementary materials Teaching notes are available for educators only. Subject code CSS 5: International Business.

Smiling for tips? Will restaurant servers’ actions affect customers’ emotional contagion and tipping behavior?

¿Sonriendo por propinas? ¿Afectarán las acciones de los camareros al contagio emocional y a las propinas de los clientes?ObjetivoEste estudio tiene como objetivo examinar cómo impactan las acciones de los camareros de restaurantes en el contagio emocional de los clientes, y cómo ese contagio emocional influye en su intención de dejar propina y en la probabilidad de hacerlo. Este estudio también explora el cumplimiento social y examina su impacto en la intención de los clientes de dejar propina y la probabilidad de hacerlo.Diseño/Metodología/EnfoqueTomando un restaurante en Taiwán como ejemplo, este estudio utiliza cuestionarios para investigar cinco constructos del marco de investigación, que son las acciones de los camareros del restaurante, la susceptibilidad de los clientes del restaurante al contagio emocional, la intención de los clientes de dejar propina, la probabilidad de hacerloy el cumplimiento social de los clientes. Los cuestionarios se distribuyeron online a través de la web Surveycake. Se recogieron un total de 310 cuestionarios completados.ResultadosLos resultados indican: (1) las acciones de los camareros del restaurante afectan positivamente a la susceptibilidad de los clientes al contagio emocional, (2) el contagio emocional de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, (3) el cumplimiento social de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, y (4) el contagio emocional de los clientes media parcialmente los efectos de las acciones de los camareros del restaurante sobre la intención de los clientes de dejar propina y la probabilidad de hacerlo.Originalidad/ValorLos resultados de la prueba de hipótesis en este artículo no solo integran o confirman con éxito los hallazgos de estudios previos, sino que también amplían el alcance de la investigación sobre temas relacionados. Además, los resultados de este estudio proporcionan a los profesionales de la restauración importantes implicaciones de marketing.

Electronic Word of Mouth (eWOM): Menguji Pengaruh Pengalaman Positif, Persepsi Kualitas dan Kepercayaan. Studi Kasus: Restoran di Labuhanbatu

Compared to traditional methods, the Internet as a means of communication offers several advantages such as constant availability of information, efficient transfer of information and interactivity. In the context of the culinary business, the contribution of customers who want to spread positive information about restaurants is certainly very large. According to the literature, it was also conveyed that consumers believed in previous consumer experiences more than the advertisements delivered by the company. This study wants to examine the role of positive experience variables, perceived quality and trust in the eWOM behavior of restaurant customers in Labuhanbatu. The study used a quantitative approach using a questionnaire as a data collection tool. Questionnaires were distributed via google form to respondents. Respondents in this study were restaurant customers in Labuhanbatu who had carried out eWOM activities to the people around them. This study uses the SEM analysis method with the help of SMART PLS 3 software. The results of this study indicate that all predictive variables analyzed have a positive and significant influence on positive eWOM behavior in the context of a restaurant in Labuhanbatu.

Restaurant-visit intention: do anthropomorphic cues, brand awareness and subjective social class interact?

PurposeGiven the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention.Design/methodology/approachTo better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues: (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.FindingsUsing three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class.Practical implicationsMarketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular.Originality/valueUsing the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness.

Italians’ behavior when dining out: Main drivers for restaurant selection and customers segmentation

This study investigates which attributes drive Italian customers while choosing a restaurant, how many of these attributes correspond to intrinsic and extrinsic characteristics of restaurants and which are the main segments of customers. A structured online questionnaire was used to reach 513 respondents through the snowball sampling technique (valid response rate of 97%). Descriptive statistics and exploratory factor analysis were applied to infer information. A distance-based ordination technique (Principal Component Analysis) was implemented to display patterns in multivariate data. The reliability of the model was evaluated through the Kaiser-Meyer-Olkin (KMO) test and Bartlett's test of sphericity. Six components were extracted, namely: ‘geographic proximity and accessibility’, ‘aesthetic-based requisites’, ‘fine dining and renowned eating places’, ‘average standard requirements’, ‘traditional cuisine’, ‘feedbacks and personal experience’. A cluster analysis was performed and four different profiles of restaurant customers were found, with specific socio-demographic characteristics and attitudes towards intrinsic and extrinsic attributes of restaurants. The homogenous features customers have within each segment can be used by foodservice operators as an information to orientate their strategies.

Strategi Promosi Melalui Word of Mouth Terhadap Keputusan Pembelian Konsumen (Studi Kasus UMKM RM Sate Taichan Senayan Palembang)

This study aims to determine the effect of promotional strategies through Word of Mouth, along with its components Word of Mouth talkers and Word of Mouth tools on purchasing decisions. This study uses a quantitative descriptive approach by conducting a study on the case of MSME restaurants in the city of Palembang. Data were obtained through questionnaires and interviews with restaurant customers in Palembang City who had implemented Word of Mouth as a promotional strategy, namely the Sate Taichan Sinchan Restaurant located on Jalan Riau, Bukit Besar. The sampling technique was carried out by accident. The number of samples in this study were 178 people. Both WOM Talkers (X1) and WOM Tools (X2) have a positive and significant impact on consumer purchasing decisions (Y). The results of data analysis, the regression coefficient of WOM Talkers (X1) is 26.5% and WOM Tools (X2) is 21.7%. The relationship between WOM Talkers (X1) and WOM Tools (X2) on the consumer purchasing decision variable (Y) has a correlation value of 50.6%. The coefficient of determination (R2) of 25.6% indicates that purchasing decisions (Y) can be explained by WOM Talkers (X1) and WOM Tools (X2), amounting to 25.6% while the rest is explained by other factors. This research was conducted in only one line of business with the object of a restaurant, so that the results of the study could not represent the overall analysis of promotional strategies through WOM on consumer purchasing decisions. For this reason, it is hoped that research can be continued in other sub-sectors of business and industry. This research is expected to enrich the repertoire of knowledge, especially in the discipline of marketing management.

Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality

AbstractAdopting green practices does not always guarantee customer retention and loyalty. Employing the theoretical lens of cue utilization theory, we conceptualize green perceived quality as sending internal and external cues which help consumers form judgments about product quality and perceived value. Based on a survey of 280 restaurant customers, we hypothesize and report a positive and significant influence of both green consumerism and green perceived value on customer revisit intention. Further, the results confirm the moderating role of green perceived quality. From a practical point of view, managers interested in benefiting from the green practices of their restaurants should focus on increasing their customers' evaluation and overall judgment of the environmental quality of both their food and services.

Analysis of the Effect of Food Quality, Price, Location and Environment, and Service Quality on Customer Loyalty through Customer Satisfaction of Burger King Customers in Surabaya during the Pandemic

Community needs in the food industry have decreased due to the COVID-19 pandemic. . This can be seen from the economic growth in the second quarter of 2020 which decreased by minus 5.32 percent. Restaurant companies that rely on dine-in eating habits must also pay more attention to the development of online delivery so that restaurants can survive, with good online development, making their own restaurant applications, would be able to attract more buyers, the use of technology to facilitate payments and ordering is one of the steps restaurants to survive and thrive. With the changes in habits implemented during the pandemic, this can be an opportunity for a fast food restaurant like Burger King, which has more practicality compared to other non-fast food meals. The concept of a drive-tru and delivery-order is becoming more and more due to these pandemic times, which should pay more attention to various sectors of the food and beverage industry, especially Burger King. This study aims to analyze how the influence of food quality, price, location and environment, and service quality on customer loyalty through customer satisfaction variables. The benefits expected in this study can increase knowledge in the field of management, especially how much influence customer satisfaction has so that it can increase customer loyalty and correct existing errors and ultimately this will be able to increase sustainable transactions from Burger King restaurant customers in Surabaya. The data collection in this study was carried out by distributing questionnaires to 132 respondents with the characteristics of male and female respondents, aged 18-60 years, domiciled in Surabaya, had bought and consumed ( dine in / on the spot) Burger King in Surabaya twice in the last two years. For processing and analyzing data in this study using SPSS 22.0. After that, to tabulate the results of the respondent's research, and to test the research model using the Structural Equation Model (SEM) AMOS 22.0 data analysis technique.

Role of Customer Satisfaction as a Mediator between Sensory Marketing and Customer Loyalty: A Case of Pakistani Restaurant Industry

Sensory marketing can help customers to stay longer by enjoying environment of restaurants. To find out this, the present study was conducted in restaurant industry of Pakistan. Data was collected by distributing structured questionnaire among customers of restaurants in six major cities of Pakistan. For the present study, a total of 362 respondents were selected based on their income. The sample was chosen for the present study, and a stratified sampling technique was used. Structural equation modeling was used for data analysis. The results of the present study demonstrated that customer satisfaction partially and significantly mediates relationship between sensory marketing and customer loyalty. These results supported Engel, Kollet, Blackwell (EKB) Model. Through replication of the present model in different contexts and industries in Asia and developing countries, new perspectives can be found along with finding similarities of results.

The service digitalization in fine-dining restaurants: a cost-benefit perspective

PurposeThis study aims to examine the perceived value of service digitalization in fine-dining restaurants in France. No study exists on this topic, and its aim is to address this research gap. To do so, a conceptual framework of the perceived benefits and costs of the service digitalization was developed. This study also provides actionable recommendations for fine-dining restaurant managers to create and manage an optimized fine-dining experience for their customers.Design/methodology/approachTo obtain in-depth information, the authors opted for a qualitative research approach. The authors interviewed 24 fine-dining restaurant managers (listed in the Michelin Guide) and 29 customers of fine-dining restaurants using a video titled “The Restaurant of the Future.”FindingsThe findings underline the perceived benefits and costs of service digitalization for both restaurant managers and their customers. This study highlights that fine-dining restaurants are highly experience-centric compared to other types of restaurants and recommends which services should be digitalized and which should not be to create and manage experiences throughout the customer journey.Practical implicationsThis research provides restaurants with actionable recommendations in terms of service digitalization to enhance customers’ fine-dining experiences.Originality/valueThis research fills a gap by proposing a conceptual framework to examine the digitalization of services in fine-dining restaurants.

Effects of customer forgiveness on brand betrayal and brand hate in restaurant service failures: does apology letter matter?

ABSTRACT This study aims to evaluate the effect of customer forgiveness on perceived brand betrayal and the outcomes of brand hate in the restaurant industry. The mediating role of perceived brand betrayal in restaurant service failures is examined. In addition, this study compares the effects of customer forgiveness on brand betrayal and brand hate between two groups of customers with and without apology letter after service failure. A total of 815 questionnaires were collected from two groups of customers of restaurants in Tehran, Iran. The findings show customer forgiveness negatively influences brand betrayal and three outcomes of brand hate for both groups. In addition, the findings reveal significant differences between the two groups in the effects of customer forgiveness and brand betrayal on brand hate outcomes. This study has a significant theoretical contribution by examining the effects of customer forgiveness as a healing power on customer negative emotions and behavior.

The Effect of Perceived Risk, Brand Image and Perceived Price Fairness on Customer Satisfaction

This study aims to analyze the effect of perceived risk, brand image and perceived price fairness on customer satisfaction at Japanese restaurants in Jakarta, Indonesia. The target population of this research was all Japanese restaurant customers in Jakarta and its surroundings during the period of October 2021. There was a total of 208 respondents participated in this study. The sampling technique used was snowball sampling. The data was collected using a questionnaire distributed online through Google Form. The data was analyzed using partial least square-structural equation modeling (PLS-SEM) approach in WarpPls 7.0 program. The results show that the perceived risk has no negative effect on customer satisfaction. The brand image also has a positive effect on customer satisfaction.The perceived price fairness has a positive effect on customer satisfaction. The more affordable the price of Japanese restaurant food products, the higher the customer satisfaction.

Epidemiological Investigation of a COVID-19 Community Cluster in Kedah, Malaysia

Introduction: A cluster of novel coronavirus disease 2019 (COVID-19) linked to an international traveller was reported in Kedah, Malaysia in July 2020. This study aimed to report data of a local community cluster of COVID-19 with a view to document the lessons learnt and to identify key points for future containment strategy in response of the ongoing pandemic. Methods: Epidemiological and clinical data from individuals with confirmed cases of COVID-19 within this cluster were collected via interviews and in-patient medical records. All data were analysed, and socio-demographic and clinical characteristics of all cases were presented. Results: Total of 31 cases of COVID-19 were confirmed and linked epidemiologically in Kedah state. The index case was identified and reported to breach quarantine order for international traveller given by health authority. The virus transmission widely spread among family members, restaurant customers and later in the community. Conclusion: Non-adherence to the preventive measures is the driving factor for the widespread of this cluster infection. Active contact tracing, aggressive containment measures, and effective risk communication are important to control the virus transmission in this locality.

Rethinking the wine list: restaurant customers’ preference for listing wines according to wine style

PurposeThe purpose of this research paper was to examine difficulties that consumers have when choosing wine in a restaurant and whether structuring a wine list according to taste rather than origin facilitates decision-making.Design/methodology/approachThe authors conducted two online studies in Switzerland to assess whether a wine list organized according to wine style categories, such as fresh and dry or bold and fruity, reduces consumers’ perceived difficulty of choice compared to a traditional origin-grouped wine list and which wine list consumers prefer. In the first study (N = 577), participants received either an origin- or a style-grouped wine list. In the second study (N = 276), participants received and evaluated both wine lists.FindingsIn Study 1, participants with the style-grouped wine list had a longer decision time, but perceived difficulty of choosing a wine was the same as that for the origin-grouped wine list. Study 2 revealed that participants strongly preferred either the origin- or style-grouped wine list. Overall, more than half the participants preferred the style-grouped wine list, indicating that many consumers may appreciate wine lists organized according to wine style.Practical implicationsThe findings underscore that restaurants should recognize customer preferences for wine list structures, which may influence customer satisfaction.Originality/valueThis paper assesses consumer perceptions of different wine list structures and how these affect consumers’ selection of a wine in a restaurant.

Impact of the Restaurant Chimney Emissions on the Outdoor Air Quality

The emission of cooking fumes becomes a serious concern due to the fast development of the restaurant business because it harms the health of restaurant workers and customers and damages the outdoor air quality. This study was conducted to evaluate the impact of restaurant emissions on ambient air quality. Twenty restaurants with four different types of food cooking were selected in Dammam City, which represents a densely populated urban city in Saudi Arabia. Levels of five air pollutants were simultaneously measured in the restaurants’ chimneys and in the surrounding ambient air. The highest mean levels of CO (64.8 ± 44.3 ppm), CO2 (916.7 ± 463.4 ppm), VOCs (105.1 ± 61.3 ppm), NO2 (4.2 ± 2.4 ppm), and SO2 (8.0 ± 7.4 ppm) were recorded in chimneys of the grilling restaurants. Similarly, the highest levels of all pollutants were recorded in the areas adjacent to the grilling restaurants rather than other types.