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

Ying Tuan Lo, Siti Rahmah Awang, Ahmad Jusoh, Khalil Md Nor, Khairiah Soehod

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.


Keywords


relationship quality, patron dining experience (PDE), emotions, loyalty

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DOI: http://dx.doi.org/10.3926/ic.1120


Licencia de Creative Commons 

This work is licensed under a Creative Commons Attribution 4.0 International License

Intangible Capital, 2004-2018

Online ISSN: 1697-9818; Print ISSN: 2014-3214; DL: B-33375-2004

Publisher: OmniaScience