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Diners’ loyalty toward luxury restaurants : The moderating role of product knowledge

Peng, NS and Chen, A 2015, 'Diners’ loyalty toward luxury restaurants : The moderating role of product knowledge' , Marketing Intelligence and Planning, 33 (2) , pp. 179-196.

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Abstract

Purpose: Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs; however, little is known about the factors that contribute to diners’ loyalty. The purpose of this paper is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach: Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited for the main study. The data were analyzed through structural equation modeling. Findings: The results show that luxury restaurants’ stimuli (i.e. food quality, service quality, and atmospherics) influence diners’ emotions, which in turn affect their brand loyalty. Furthermore, food quality can directly influence diners’ loyalty toward the restaurant. Third, diners’ product knowledge can moderate the relationships between restaurant stimuli and diners’ emotion. Research limitations/implications: This study offers new empirical support for the proposition that product knowledge has a role in building brand loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value: This study is one of the first to conceptualize diners’ loyalty toward luxury restaurants by examining the influences of restaurants’ stimuli and diners’ knowledge toward luxury restaurants. In addition, this study puts forth some managerial implications for practitioners.

Item Type: Article
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: Marketing Intelligence and Planning
Publisher: Emerald
Refereed: Yes
ISSN: 0263-4503
Related URLs:
Funders: Non funded research
Depositing User: Dr. Norman Peng
Date Deposited: 22 Jul 2015 08:28
Last Modified: 29 Oct 2015 00:46
URI: http://usir.salford.ac.uk/id/eprint/35949

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