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

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)357-369
Number of pages13
JournalIntangible Capital
Volume14
Issue number3
DOIs
Publication statusPublished - 2018
Externally publishedYes

Keywords

  • Emotions
  • Loyalty
  • Patron Dining Experience (PDE)
  • Relationship quality

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