The role of patron dining experience and emotions on relationship quality in chain restaurant industry

Abstract

Purpose: This paper investigates the role of patron dining experience (PDE) and emotions on relationship quality in the chain restaurant industry.Design/methodology: Stratified random sampling method was used where questionnaires were distributed to the respondents in 16 selected ‘Kopitiam’ outlets throughout Malaysia. The empirical findings from 316 customers of those outlets were examined using Partial Least Squares (PLS).Findings: The findings provide strong evidence of the relationships between PDE and emotions with relationship quality, where relationship quality in turn is an essential determinant of customer loyalty.Research limitations/implications: The sample of this study was obtained from a single local chain restaurant in Malaysia.Practical implications: The findings of this study highlighted the importance for service firms, generally those in the restaurant industry to strengthen the relationship with their customers in pursuit of better competitive advantage and long-term profit.Originality/value: This study contributes to theoretical knowledge by providing an empirical study on the effect of emotions construct towards the formation of relationship quality within the hospitality industry context.

Mediating Role of Customer Relationship Quality between the Customer Value Co-creation Behavior and Customer Loyalty

“…By reviewing previous studies that dealt with the relationship between customer relationship quality in its two dimensions (customer satisfaction and customer trust) and customer loyalty to the organization, we concluded that several studies have proven a positive relationship between customer relationship quality and loyalty to the organization (e.g., Dai et al, 2023;Kuhn & Mostert, 2018;Rahmani-Nejad et al, 2014;Saleem et al, 2018;Ying et al, 2018;Yu & Tseng, 2016). However, no effect was reported between the customer relationship quality and their loyalty to the organization in other studies such as Eakuru andMat (2008), Alejandro et al (2011), Chen and Chen (2017), van de Scheur (2017), andSayil et al (2019).…”

A Study on the Association between Customer Satisfaction and Customer Loyalty in the Inhouse Restaurant in Selected Hotels of Ludhiana City

“…An investigation by (Ying Tuan, et al, 2018), reveal that customer's perception of service quality is overall dining experience, relationship quality, and emotions which positively and significantly builds a good relationship with the service providers. Relationship quality means when customers receive all the service quality components like excellent food, very good service quality, environment, price-value ratio, other convenience factors such as warm welcome, special care, discounts on certain other nationals.…”

Restaurant branding matters: A quantitative report on how brand image can moderate relationship

“…The customers' desire to maintain the relationship, satisfaction towards the service provider's past performance and their trusts on the service provider's future performance can be indicated though a strong relationship quality measure (Rajaobelina, 2017;Radovic et al, 2017;Brun, Rajaokelira & Licard, 2014). In general, the relationship quality construct is conceptualized as a multi-dimensional construct consisting of three main dimensions of satisfaction, trust and commitment (Lo et. al.…”

“…However, out of those attributes, only five are commonly accepted in the literature. The attributes are price, food, service, location and environment (Lo et. al., 2018;Haghighi et al, 2012).…”