How does restaurant experienscape affect solo diners' emotions and dining satisfaction in Korea?

Abstract

Purpose This study aims to explore the role of restaurant experienscape in affecting diners' emotions and satisfaction with solo dining, considering the moderating role of solo dining willingness and public self-consciousness (PSC). Design/methodology/approach In total, 403 Korean customers who had dined alone at restaurants in the past three months participated in this study. Structural equation modeling, including multiple group analysis, was conducted to examine the hypotheses. Findings The dining atmosphere influenced solo diners' positive emotions but not their negative emotions. Responses from other guests and the interactional fairness of employees affected solo diners' negative emotions but not their positive emotions. Food sensory influences both positive and negative emotions. This study found that PSC significantly moderated the effect of the dining atmosphere on positive emotions, and solo dining willingness significantly moderated the impact of food sensory on positive emotions. Practical implications This study suggests that restaurant managers should pay close attention to providing fair service to all customers by training and educating employees because the unfair treatment that solo diners receive from employees affects focal customers' negative emotions. Originality/value The experienscape model was applied to the solo dining context based on Mehrabian and Russell's (1974) stimulus–organism–response paradigm and Pizam and Tasci's (2019) experienscape concept, which reflects the growing trend in solo dining.

The effect of self-construal on solo dining intentions: an empirical study of Chinese consumers

“…Consumer solo dining behavior is influenced by various factors, with restaurant environments being the most extensively explored topic in existing research. In the physical environment of restaurants, scholars have investigated the impact of factors such as table distance, dining atmosphere and exclusive use on solo dining behavior (Hwang et al, 2018;Im and Seo, 2023;Moon et al, 2020). Within the social environment of restaurants, the group type of other diners, emotional congruence among diners and the fairness of interactions with employees have all been identified as significant influencing factors on solo dining behavior (Choi et al, 2022;Her and Seo, 2018;Im and Seo, 2023).…”

“…In the physical environment of restaurants, scholars have investigated the impact of factors such as table distance, dining atmosphere and exclusive use on solo dining behavior (Hwang et al, 2018;Im and Seo, 2023;Moon et al, 2020). Within the social environment of restaurants, the group type of other diners, emotional congruence among diners and the fairness of interactions with employees have all been identified as significant influencing factors on solo dining behavior (Choi et al, 2022;Her and Seo, 2018;Im and Seo, 2023). Additionally, some researchers have explored the effects of other external factors on enhancing consumers' solo dining experiences.…”

“…In the physical environment of restaurants, scholars have investigated the impact of factors such as table distance, dining atmosphere and exclusive use on solo dining behavior (Hwang et al. , 2018; Im and Seo, 2023; Moon et al. , 2020).…”

“…Within the social environment of restaurants, the group type of other diners, emotional congruence among diners and the fairness of interactions with employees have all been identified as significant influencing factors on solo dining behavior (Choi et al. , 2022; Her and Seo, 2018; Im and Seo, 2023). Additionally, some researchers have explored the effects of other external factors on enhancing consumers' solo dining experiences.…”

Can nostalgia-themed stimuli predict customer loyalty and continued patronage?

“…A good-quality nostalgia-evoking restaurant atmosphere provided by soothing music, aromas, lighting and clean surroundings fosters high levels of perceived value among diners (Gu et al , 2021). Previous studies have identified restaurant atmosphere as a significant predictor of satisfaction (Im and Seo, 2023). Similarly, a restaurant’s atmosphere can induce a high level of consumption value because it helps diners develop a positive disposition and mental state (Chen and Hu, 2010).…”