Do memorable restaurant experiences affect eWOM? The moderating effect of consumers' behavioural engagement on social networking sites

Abstract

PurposeMany restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.Design/methodology/approachThis survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).FindingsThe quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).Originality/valueThis study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.

Reverse compassion: value-in-use and value-in-context of healthcare services during crisis

“…Users are embedded within a social system that affects individuals' beliefs and values (Osborne et al ., 2021). Value is created in a context that includes experiences, expectations and needs of each specific user (Sheth, 2020), the broader societal context of values, beliefs and trust towards the organisation (Laitinen et al ., 2018) and web-based social networks (Souki et al ., 2022). Culture and agency can shape social networks and connections (Vargo and Lusch, 2016).…”

“…, 2020; Koc, 2013; Sonis et al. , 2020; Kusumawati and Rahayu, 2020; Souki et al ., 2022). During the COVID-19 outbreak, emotional and psychological support are recognised as important elements (Faccincani et al.…”

Do satisfied customers recommend restaurants? The moderating effect of engagement on social networks on the relationship between satisfaction and eWOM

“…Consumers may have positive or negative emotional responses to perceived quality during their consumption experiences (Oliveira et al, 2023a;Souki et al, 2022b;Jung et al, 2021). Considering the above and consonant with the S-O-R theory, the present study proposes that customers' perceived quality regarding their restaurant experiences is an external stimulus that influences their emotions (organism-emotional states).…”

“…(2021) argue that less refined à la carte restaurants also offer full service, with food and drinks from an individual price list on menus, with waitpersons serving customers at tables for casual dining. Casual à la carte restaurants are less formal than fine dining and charge more affordable bills, allowing the presence of audiences such as students, friends and families (Souki et al. , 2022b).…”

“…Several authors have used the S-O-R theory to study restaurant consumer experiences (Lim et al. , 2022; Souki et al. , 2022b; Oh and Kim, 2021).…”