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Synthesizing moderate upscale restaurant patrons’ dining experiences

Michael Daniel Clemes (Lincoln University, Christchurch, New Zealand)
Zurinawati Mohi (University Technology MARA, Selangor, Malaysia)
Xuedong Li (Lincoln University, Christchurch, New Zealand)
Baiding Hu (Lincoln University, Christchurch, New Zealand)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 11 June 2018

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Abstract

Purpose

The purpose of this paper is to develop and test a comprehensive hierarchical model of the interrelationships among five higher order marketing constructs (service quality, customer satisfaction, perceived value, restaurant image and behavioural intentions) for moderate upscale restaurants in Malaysia. A third order conceptualisation of service quality is also included in the empirical analysis.

Design/methodology/approach

The data were analysed using exploratory factor analysis, confirmatory factor analysis and structural equations.

Findings

Service quality, customer satisfaction and restaurant image all have a strong, positive impact on the behavioural intentions of moderate upscale restaurant patrons. Service quality, perceived value and restaurant image are also important determinants of customer satisfaction. Behavioural intentions to re-patronise a restaurant and recommend it to friends are influenced more strongly by restaurant image than by customer satisfaction. Three primary dimensions and ten pertaining sub-dimensions are modelled in the third order conceptualisation of service quality. The primary and sub-dimensions also vary in importance amongst the customers in the sampling frame.

Originality/value

This is the first empirical research that develops and tests a comprehensive hierarchical model for moderate upscale restaurants to provide a complete and integrative analysis of a service setting. The interrelationships among service quality, customer satisfaction, perceived value restaurant image and behavioural intentions are assessed. A third order conceptualisations of service quality is also included in the modelling framework.

Keywords

Citation

Clemes, M.D., Mohi, Z., Li, X. and Hu, B. (2018), "Synthesizing moderate upscale restaurant patrons’ dining experiences", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 3, pp. 627-651. https://doi.org/10.1108/APJML-06-2017-0115

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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