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The effects of luxury restaurant environments on diners’ emotions and loyalty : Incorporating diner expectations into an extended Mehrabian-Russell model

Chen, A, Peng, NS and Hung, K 2015, 'The effects of luxury restaurant environments on diners’ emotions and loyalty : Incorporating diner expectations into an extended Mehrabian-Russell model' , International Journal of Contemporary Hospitality Management, 27 (2) , pp. 236-260.

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Abstract

Purpose: This paper aims to examine diners’ luxury restaurant consumption behavior by incorporating diner expectations into a modified Mehrabian–Russell model. Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs. However, little is known about the factors that contribute to diners’ emotions and loyalty toward luxury restaurants. Design/methodology/approach: To examine the proposed six hypotheses, qualitative and quantitative studies were performed. Following exploratory qualitative research, 310 consumers who dined at Taiwan’s five-star hotel restaurants were recruited for the main study. Data were analyzed using structural equation modeling. Findings: The results show that restaurants’ stimuli influence diners’ positive and negative emotions (organisms), which, in turn, affect their loyalty toward luxury restaurants (responses). Furthermore, customers with different levels of expectation react differently to stimuli. Practical implications: This study offers new empirical support for the proposition that diner expectation plays a role in building customer loyalty and, thereby, shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value: This study conceptualizes diners’ loyalty toward luxury restaurants (e.g. revisiting and recommending luxury restaurants) by examining the influence of restaurants’ stimuli, diners’ emotions and customers’ expectations toward luxury restaurants. Additionally, this study offers some managerial implications for practitioners.

Item Type: Article
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: International Journal of Contemporary Hospitality Management
Publisher: Emerald
Refereed: Yes
ISSN: 0959-6119
Related URLs:
Funders: Non funded research
Depositing User: Dr. Norman Peng
Date Deposited: 22 Jul 2015 08:58
Last Modified: 29 Oct 2015 00:46
URI: http://usir.salford.ac.uk/id/eprint/35899

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