Professional Documents
Culture Documents
The influence of the quality of the physical environment, food, and service on
restaurant image, customer perceived value, customer satisfaction, and behavioral
intentions
Kisang Ryu Hye-Rin Lee Woo Gon Kim
Article information:
To cite this document:
Kisang Ryu Hye-Rin Lee Woo Gon Kim, (2012),"The influence of the quality of the physical environment,
food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral
intentions", International Journal of Contemporary Hospitality Management, Vol. 24 Iss 2 pp. 200 - 223
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
Access to this document was granted through an Emerald subscription provided by emerald-srm:333301 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for
Authors service information about how to choose which publication to write for and submission guidelines
are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company
manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as
providing an extensive range of online products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee
on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive
preservation.
IJCHM
24,2 The influence of the quality of the
physical environment, food, and
service on restaurant image,
200
customer perceived value,
Received 9 October 2010
Revised 1 March 2010
customer satisfaction, and
13 May 2011
25 June 2011
Accepted 6 August 2011
behavioral intentions
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
Kisang Ryu
College of Hospitality and Tourism Management,
Sejong University, Seoul, South Korea
Hye-Rin Lee
School of Hotel and Tourism Management,
The Hong Kong Polytechnic University, Hong Kong, China, and
Woo Gon Kim
Dedman School of Hospitality, Florida State University, Tallahassee,
Florida, USA and Kyung Hee University, Seoul, South Korea
Abstract
Purpose – The purpose of this study is to propose an integrated model that examines the impact of
three elements of foodservice quality dimensions (physical environment, food, and service) on
restaurant image, customer perceived value, customer satisfaction, and behavioral intentions.
Design/methodology/approach – Data were collected from customers at an authentic upscale
Chinese restaurant located in a Southeastern state in the USA via a self-administered questionnaire.
Anderson and Gerbing’s two-step approach was used to assess the measurement and structural models.
Findings – Structural equation modeling shows that the quality of the physical environment, food,
and service were significant determinants of restaurant image. Also, the quality of the physical
environment and food were significant predictors of customer perceived value. The restaurant image
was also found to be a significant antecedent of customer perceived value. In addition, the results
reinforced that customer perceived value is indeed a significant determinant of customer satisfaction,
and customer satisfaction is a significant predictor of behavioral intentions.
Research limitations/implications – The proposed model and study findings will greatly help
researchers and practitioners understand the complex relationships among foodservice quality
(physical environment, food, and service), restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions in the restaurant industry.
Originality/value – This study is the first to develop an integrated model that explicitly accounts for
the influence of three restaurant service quality factors on restaurant image and customer perceived
value. Using structural equation modeling, this study empirically confirms that the model with the
causality from quality, in particular three dimensions of foodservice quality in this study, to restaurant
International Journal of image is superior to the one with causality from image to quality in the context of restaurant.
Contemporary Hospitality
Management Keywords Foodservice quality dimensions (physical environment, food, and service), Restaurant image,
Vol. 24 No. 2, 2012 Customer perceived value, Satisfaction, Behavioral intentions, Customer satisfaction,
pp. 200-223
q Emerald Group Publishing Limited
Customer services quality, Consumer behaviour, United States of America
0959-6119 Paper type Research paper
DOI 10.1108/09596111211206141
Introduction The influence of
The consistent increase in cultural and ethnical diversity in the United States has the physical
resulted in the variety and prosperity of ethnic restaurants in the U.S. foodservice
market (Liu and Jang, 2009a). In particular, because of good taste and great customer environment
perceived value for the price, the popularity of Chinese cuisine has been increasing.
According to Liu and Jang (2009a), there are about 43,139 Chinese restaurants in the
United States, which is larger than the combined number of all McDonald’s, Wendy’s, 201
and Burger King domestic outlets. Chinese restaurants generate over $17.5 billion
annual sales, accounting for about a quarter of the overall annual sales generated by
ethnic restaurants in the US (Liu and Jang, 2009a).
Today, Chinese restaurants are facing increasing competition from the growth of
other Asian restaurants (e.g. Thai, Indian, Vietnam, and Korean restaurants). In
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
addition, American consumers have become more sophisticated, more familiar with
ethnic cuisine, and increasingly they prefer healthy or spicy food. As a result, Chinese
restaurants can no longer largely rely on good taste or low price alone for their success
(Liu and Jang, 2009a). Today, customers are no longer willing to sacrifice poor service
or dining environment (atmosphere) for good taste when they seek an exotic experience
in ethnic restaurants. An excellent overall dining experience via excellent food in
conjunction with good atmosphere and high-quality service needs to be achieved to
meet their satisfaction. However, it is still not empirically tested if customers in this
segment are primarily driven by food, atmospherics, or employee service.
Service quality and customer satisfaction have become the most core marketing
priorities since they are prerequisites of consumer loyalty, such as repeat sales and
positive word-of-mouth (Han and Ryu, 2009; Liu and Jang, 2009b). In today’s intensely
competitive market, it is generally assumed that the key to gaining an advantage lies in
delivering high-quality service that will, in turn, lead to satisfied customers (Han and
Ryu, 2007). In particular, in the restaurant industry, customers generally use food,
physical environment, and employee services as key components of restaurant
experience in evaluating the restaurant service quality (Chow et al., 2007; Namkung
and Jang, 2008; Ryu and Han, 2010). A proper combination of these vital attributes
should result in customers’ perceptions of high restaurant service quality, which in
turn should enhance customer satisfaction and customer loyalty in the restaurant
industry. However, little research has been conducted to investigate the influence of
multiple components of restaurant service quality on outcome variables such as
restaurant image and customer perceived value.
The literature has discussed the impact of an organization’s image on consumer
behavior, particularly on consumer loyalty in the service sectors (Andreassen and
Lindestad, 1998). Some previous studies have found that the perceived quality of the
physical environment (Baker et al., 1994; Nguyen and Leblanc, 2002) or the service
quality (Lai et al., 2009) can significantly influence store/corporate image. This image
can have a subsequent influence on customer perceived value and satisfaction, which,
in turn, affects their loyalty (Lai et al., 2009; Patterson and Spreng, 1997; Prendergast
and Man, 2002; Ryu et al., 2008). However, few studies have examined to identify the
antecedents and consequences of image, specifically restaurant image in relation to
the restaurant experience.
IJCHM Although the importance of a Chinese restaurant sector has been consistently
24,2 growing, it has not gained much attention in research. Despite the importance of
foodservice quality, academics and managers know relatively little about how the
combined effects of restaurant service quality (physical environment, food, and
service) elicit restaurant image, customer perceived value, and customer satisfaction,
which, in turn, affect consumer behavior. In particular, to the best of our knowledge
202 none of previous studies have examined the linkage between three dimensions of
restaurant service quality and the restaurant image. In addition, the combined effects
of three antecedents on customer perceived value have been rarely examined even
though customer perceived value is a fundamental determinant of customer
satisfaction. Consequently, this study aims to bridge these gaps by developing an
integrated model that explicitly accounts for the effects of three components (physical
environment, food and service) of restaurant service quality on the restaurant image,
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
Literature review
Restaurant service quality
Recently, few studies indicated that food, physical environment, and employee services
should be functioned as vital components of restaurant experience in forming the
perceptions of the restaurant service quality in the restaurant industry (Chow et al., 2007;
Jang and Namkung, 2009; Namkung and Jang, 2008; Ryu and Han, 2010).
Chow et al. (2007) investigated the relationships between service quality, customer
satisfaction, and frequency of patronage in the context of full-service restaurant. They
captured three dimensions of service quality (i.e. interaction quality, physical quality,
outcome quality). Namkung and Jang (2008) also conducted a study to identify key
quality attributes that significantly distinguish highly satisfied diners from non-highly
satisfied diners using the context of mid-to-upper scale restaurants. They used three
quality factors (food, atmospherics, and service) to measure diners’ perceived quality in
relation to restaurant experience. Moreover, Jang and Namkung (2009) extended
Mehrabian and Rusell’s (1974) model by incorporating restaurant-specific stimuli and
restaurant-specific measure of emotions. In order to address a lack of comprehensive
evaluation of restaurant service quality, this study used three dimensions of restaurant
quality: product, atmospherics, and service. In addition, Ryu and Han’s (2010) study
examined the relationships among three determinants of quality dimensions (food,
service, and physical environment), price, customer satisfaction, and behavioral
intention in quick-casual restaurants. Similarly, this study also attempted to
understand the effects of three dimensions of foodservice quality (food, service,
physical environment) on customer response in the restaurant industry. It is common
that all three studies examined the influence of foodservice quality on customer The influence of
satisfaction and behavioral intentions in the context of restaurant. However, none of the physical
previous studies investigated how multiple components of restaurant service quality
influenced customers’ perceptions of restaurant image and customer perceived value. environment
(Padgett and Allen, 1997). Baloglu and Brinberg (1997, p. 11) also defined image as “the
sum of beliefs, ideas, and impressions that people have of a place or destination.”
Moreover, Low and Lamb (2000, p. 352) defined brand image as “the reasoned or
emotional perceptions consumers associate to specific brands.” In addition, Homer
(2008, p. 718) defined brand image as “a higher-order type of association that is more
deeply felt, connected to self, and ‘socially’ impacted versus perceived product
quality which is a lower order type of association that can be more easily altered
(e.g. via verifiable product design efforts).” In this study, the restaurant image refers to
the sum of the emotional perceptions, ideas, or symbolic attitudes that customers
associate with restaurants.
Selnes (1993) argued that performance quality influences a general evaluation of the
brand. Similarly, in the examination of airline service, Ostrowski et al. (1993) posited
that “positive experience over time following several good experiences will ultimately
lead to positive image” (p. 23). In the restaurant industry, a consumer’s perception of a
restaurant’s image is likely to fully reflect customer’s cumulative consumption
experiences (e.g. food, atmospherics, and service). Among the many components that
comprise a consumer’s consumption experiences is a restaurant’s service quality,
which makes it a salient element. Thus, it is reasonable to expect that the perception of
restaurant service quality directly influences the perception of restaurant image.
The physical environment does much to shape a place’s brand image. Booms and
Bitner (1982) documented that the servicescape of a hospitality firm had a significant
impact on customer revisit intention and a restaurant’s brand image. They argued that
the physical environment of hotels or restaurants could be effectively utilized to
strengthen the brand image of the company, to reposition the guest’s perceptual
mapping among competition, and to enhance directly their customer satisfaction with
the service encounter. Baker et al. (1994) also demonstrated the role of the physical
environment of service firms on improving a brand image and stimulating purchase
behaviors. Nguyen and Leblanc (2002) revealed that guest-contact personnel and
physical environment had a significantly positive impact on perceived corporate image
by new clients from a life insurance company.
Lai et al. (2009) proposed and tested an integrative model to examine the relations
among service quality, customer perceived value, image, satisfaction, and loyalty in the
context of a Chinese mobile communications company. In this study the service quality
was assessed using five elements of Parasuraman et al. (1988) SERVQUAL
IJCHM (i.e. tangibles, responsiveness, reliability, assurance, and empathy). The results showed
24,2 that service quality directly affected both customer perceived value and image
perceptions, which in turn influenced satisfaction. Tse et al. (2002) found that a
crowded restaurant tended to signal high food quality and conveyed a favorable
restaurant image for Chinese restaurants in Hong Kong, which implies a positive
relationship between food quality and restaurant image. Ryu et al. (2008) reported that
204 food quality, service quality, interior design and décor, restaurant location, and wait
time were the primary drivers of a restaurant’s brand image. When those drivers do
not deliver consistent messages to restaurant guests, the restaurant image is damaged,
and the positioning of the restaurant is confusing to customers. Therefore, maintaining
superb food and service quality is an important precursor to maintaining a restaurant
brand image. Nguyen and LeBlanc (1998) also demonstrated that service quality was
an antecedent of building a corporate brand image. They suggested that the higher
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
level of service quality customers received from banking and financial institutions, the
higher level of an organization’s brand image would be instilled in the minds of
customers. Based on the aforementioned discussion, it is logical to posit the following
hypotheses:
H1a. The quality of the physical environment has a positive influence on
restaurant image.
H1b. The quality of the food has a positive influence on restaurant image.
H1c. The quality of the service has a positive influence on restaurant image.
corporate image affected customer perceived value, and both customer satisfaction and
customer perceived value were significant predictors of loyalty. They further
discovered that customer perceived value and customer satisfaction mediated the
impact of both service quality and corporate image on customer loyalty. In sum,
customers who have favorable restaurant image are likely to believe the restaurant
offer good customer perceived value and high customer satisfaction. Thus, the
following hypotheses are formulated:
H3. Restaurant image has a positive influence on customer perceived value.
H4. Restaurant image has a positive influence on customer satisfaction.
Methodology
Measures
Based on previous research (Brady and Cronin, 2001; Jang and Namkung, 2009;
Kim and Kim, 2004; Low and Lamb, 2000; Namkung and Jang, 2007; Ryu and
Figure 1.
Relationships between
latent variables in the
proposed model
IJCHM Jang, 2007, 2008; Ryu et al., 2008; Zeithaml et al., 1996), a focus group, and a pilot test, a
24,2 questionnaire was developed to assess three dimensions of foodservice quality (food,
service, and physical environment), restaurant image, customer perceived value,
customer satisfaction, and behavioral intentions. Table I presented all of measurement
variables that were assessed using a seven-point Likert-type scale, ranging from
strongly disagree (1) to strongly agree (7). Food quality (FQ) was measured using six
208
Factors Factor loading t-value
Behavioral intentions (BI) were measured using five items (e.g. “I would like to come
back to this restaurant in the future”) (Zeithaml et al., 1996). Finally, socio-demographic
variables (e.g. gender, household income, age, education level, ethnic background) were
also assessed.
Sample
A focus group interview was conducted by eight graduate students who patronized
authentic Chinese restaurants for the past six months. One of authors functioned as a
moderator. Participants freely discussed their criteria in evaluating the quality of the
physical environment, food quality, service quality, and the restaurant image.
Responses from the focus group helped to construct and refine the questionnaire. To
further ensure the content validity of the measurement scales, this study also
incorporated academic and industry experts’ suggestions (i.e. two professors in two
hospitality programs and a general manager at the authentic restaurant). In addition, a
pilot test was conducted with 30 actual customers at an authentic Chinese restaurant as
a preliminary test of the final version. Based on the results of the content adequacy
assessment, slight modifications of questions were made. All of these multiple steps
helped to ensure that the items selected had acceptable psychometric qualities with
respect to the food, service, physical environment, restaurant image, customer
perceived value, customer satisfaction, and behavioral intentions in the authentic
Chinese restaurant context.
Finally, data were collected from customers at an authentic upscale Chinese
restaurant located in a Southeastern state in the USA. The restaurant delivered the
authentic Chinese food as well as authentic Chinese atmosphere. The menu was
developed in both Chinese and English versions. Most of the interior materials in the
dining area of the restaurant were directly imported from the mainland China. In order
to select the authentic Chinese restaurant, a Chinese restaurant directory was first used
to identify the 42 Chinese restaurants located in a metropolitan city. Then, based on the
criteria of selecting authentic Chinese restaurants (e.g. interior design and decor,
characteristics of chefs, and menu) determined by the consultation with hospitality
professors and restaurant owners, four authentic Chinese restaurants were identified
and remained as the sampling frame. Next, one of the authors contacted each of the
four restaurants to discuss the purpose of the study and to receive the approval for
IJCHM data collection. Only one owner gave permission to collect the data on his restaurant’s
24,2 premises. During the data collection process, respondents were selected at different
times of the day and on different days of the week to ensure an adequate representation
of the population. Restaurant staff distributed questionnaires to randomly selected
customers while they were waiting for the dessert or check after finishing their main
entrée. They explained the purpose of the study and asked if they were willing to
210 participate in the personally administered survey. A total of 310 samples were collected
from October to November in 2008. After deleting ten surveys that contained
incomplete responses, 300 questionnaires were used for the final data analysis.
Data analysis
The testing of the hypotheses in this study adopted a structural equation modeling (SEM)
designed to simultaneously examine the structural relationships among the proposed
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
constructs. Following Anderson and Gerbing’s (1988) two-step approach, this study
checked the measurement model first and structural model consequently using AMOS
18. Also, the SEM analysis was based on the maximum likelihood method (Byrne, 1998;
Mueller, 1996) as an estimation method for model evaluation and procedures. Olsson et al.
(2000) stated that under the conditions of misspecification, the maximum likelihood
method could represent more realistic indexes of overall fit and less biased parameter
values for paths, as compared to other approaches such as generalized least square. If the
sample size is too big (e.g. 400 to 500), the maximum likelihood method becomes too
sensitive. Consequently, any difference can be easily detected (Hair et al., 1998). However,
300 samples for the final data analysis in this study were suitable for the maximum
likelihood method since it is satisfactory for the minimum sample size of 150.
Results
Sample characteristics
The study’s respondents were approximately equally divided by female (50.3 percent)
and male (49.7 percent). Many of respondents held bachelor’s degrees (43 percent),
followed by some college degrees (28 percent), high school degrees (18 percent), and
graduate degrees (7 percent). The main age category of respondents was 46-55 years of
age (30 percent), followed by over 55 years of age (23 percent), 36-45 years of age
(20 percent), 26-35 years of age (17 percent), and 18-25 years of age (10 percent),
reflecting that more mature customers patronize the restaurant than do younger
customers. Also, participants were mostly Caucasian (58 percent), followed by Asian
(22 percent), Hispanic (12 percent), and African American (8 percent). This study
showed that 50.7 percent of respondents were repeat visitors, while 49.3 percent
of respondents were first-time visitors.
further support for the convergent validity of measures because the estimated loadings
for all indicators are significant at p , 0.001 (Anderson and Gerbing, 1988). The
measurement model was also found to fit the data well, according to the goodness-of-fit
indices (x2 ¼ 892.49, df ¼ 356, RMSEA ¼ 0.07, CFI ¼ 0.94, NNFI ¼ 0.92) from CFA.
Model comparisons
After confirming the measurement model, the proposed structural model was
compared with an alternative model. In this study, it is hypothesized that three
Gender
Male 149 49.7
Female 151 50.3
Age
# 25 29 9.7
26-35 51 17.0
36-45 61 20.3
46-55 89 29.7
$ 56 70 23.3
Education
Less than high school degree 10 3.3
High school degree 54 18.0
Some college 85 28.3
College graduate 129 43.0
Graduate degree 22 7.3
Ethnic background
African American 24 8.0
Asian 67 22.3
Hispanic 36 12.0
Caucasian/White 173 57.7
Past experience
First time visitors 148 49.3 Table II.
Repeat visitors 152 50.7 Profile of the respondents
IJCHM
QPE FQ SQ Image Value CS BI
24,2
QPE 1.00
FQ 0.25 (0.06) 1.00
SQ 0.14 (0.02) 0.49 (0.24) 1.00
Image 0.18 (0.03) 0.30 (0.09) 0.37 (0.14) 1.00
212 Value 0.16 (0.03) 0.36 (0.13) 0.28 (0.08) 0.42 (0.18) 1.00
CS 0.15 (0.02) 0.33 (0.11) 0.15 (0.02) 0.25 (0.06) 0.47 (0.22) 1.00
BI 0.13 (0.02) 0.20 (0.04) 0.12 (0.01) 0.20 (0.04) 0.46 (0.21) 0.57 (0.32) 1.00
Reliability 0.74 0.78 0.74 0.74 0.72 0.71 0.84
AVE 0.53 0.52 0.54 0.55 0.62 0.63 0.54
Mean 6.38 6.32 6.39 6.40 6.19 6.31 6.28
Std dev. 0.44 0.40 0.43 0.41 0.46 0.43 0.47
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
Table III. Notes: QPE ¼ Quality of physical environment; FQ ¼ Food quality; SQ ¼ Service quality;
Correlations (squared Image ¼ Restaurant image; CS ¼ Customer satisfaction; BI ¼ Behavioral intentions;
correlations), reliability, AVE ¼ Average variance extracted; mean values are based on seven-point scales; all correlations
AVE, and mean are significant at p , 0.01
Figure 2.
A competing model
emerged (Dx2 ¼ 37:7, Ddf ¼ 3, p , 0.001). It is clear that based on the criterion of The influence of
goodness of fit indices and chi-square difference, the proposed model significantly fits the physical
better than the competing model. Thus, the originally proposed model was used for
further analyses. environment
environment (g11 ¼ 0.22, t ¼ 2.87), food quality (g21 ¼ .43, t ¼ 3.63), and service
quality (g13 ¼ 0.23, t ¼ 2.83) were positively associated with restaurant image,
supporting H1, H3, and H5. In particular, quality of food exerted the greatest influence
on restaurant image. However, with respect to their associations with customer
perceived value, food quality (g22 ¼ 0.18, t ¼ 2.23) alone positively influenced
customer perceived value, whereas quality of physical environment (g21 ¼ 0.22,
t ¼ 0.02) and service quality (g23 ¼ 2 0.12, t ¼ 2 0.95) were not significantly related to
customer perceived value. This result corroborated H2b and rejected H2a and H2c.
Additionally, image (b21 ¼ 0.42, t ¼ 3.12) positively affected customer perceived
value, whereas it (b31 ¼ 2 0.05, t ¼ 2 0.45) did not serve as a predictor of customer
satisfaction. Therefore, H3 was supported, and H4 was rejected. As expected,
customer perceived value -customer satisfaction path (b32 ¼ 0.63, t ¼ 6.35) and
Figure 3.
Results of the proposed
model
IJCHM customer satisfaction-behavioral intentions path (b43 ¼ 0.68, t ¼ 7.95) showed a
24,2 significantly positive sign, supporting H5 and H6.
As shown in Figure 3, with respect to antecedents of image, food quality
(g21 ¼ 0.43, t ¼ 3.63) served as a stronger predictor of image than the quality of
physical environment (g21 ¼ 0.22, t ¼ 0.02) and service quality (g13 ¼ 0.23, t ¼ 2.83).
Likewise, food quality (g22 ¼ 0.18, t ¼ 2.23) was found to be the only positive
214 antecedent to customer perceived value, whereas the quality of physical environment
(g21 ¼ 0.01, t ¼ 0.02) and service quality (g23 ¼ 2 0.12, t ¼ 2 0.95) were not related to
customer perceived value. These findings imply that food quality is a major antecedent
of enhancing satisfaction and favorable behavioral intentions through image and
customer perceived value.
Mediation test
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
None of previous studies have examined the relationships between three dimensions of
restaurant service quality, restaurant image, perceive value, and customer satisfaction
within a conceptual model. To more fully understand the relationships between these
variables, particularly the relationships between image-value-satisfaction, this study
tested whether customer perceived value exercises the mediating effect on
image-satisfaction relationship (see Table IV). First, the image-satisfaction
relationship without customer perceived value was tested. The relationship
(b31 ¼ 3.32, t ¼ 4.12) turned significant without the mediator of customer perceived
value. Second, the constrained model that fixed the image-satisfaction relationship to
zero (0) was estimated to obtain chi-square statistics. Chi-square difference between the
constrained model (x2 ¼ 904:5, df ¼ 365) and the original structural model
(x2 ¼ 904:3, df ¼ 364) was calculated. When the p-value for this difference is larger
than 0.05, it implies that the constrained model is not statistically different from the
original model, which is an indicator of a full mediation. As presumed, the p-value for
the chi-square difference (Dx2 ð1Þ ¼ 0:2, p . 0.05) was greater than 0.05, so customer
perceived value was found to serve as a full mediator. In sum, the insignificant direct
relationship between image and customer satisfaction can be attributed to the full
mediating effect of customer perceived value (Holland, 1988; Sobel, 1990).
Discussion
Summary of the study
The purpose of this study was to propose an integrated model that examines the
relationships among three elements of quality dimensions (physical environment, food,
and service), restaurant image, customer perceived value, customer satisfaction, and
Chi-square difference
between constrained
Image ! CS without Original structural and original structural
value Constrained model model models
Table IV. b31 ¼ 3.32, t ¼ 4.12 x2 ¼ 904.5, df ¼ 365 x2 ¼ 904.3, df ¼ 364 Dx2 (1) ¼ 0.2 p . 0.05
The testing of a perfect
mediating effect for value Notes: Image ¼ Chinese restaurant image; CS ¼ Customer satisfaction
behavioral intentions in a Chinese restaurant context. The results show that all three The influence of
elements of restaurant service quality dimensions were significant determinants of the the physical
restaurant image. While the food quality was also found to be a significant predictor of
customer perceived value, the quality of the physical environment and the service was environment
not found to be a significant antecedent of customer perceived value; these findings run
contrary to a majority of previous studies. Moreover, these findings indicate that the
restaurant image is a significant determinant of customer perceived value. While 215
customer perceived value was the significant determinant of customer satisfaction, the
restaurant image was not a significant predictor of customer satisfaction. In addition,
the current study reinforces the positive impact of customer satisfaction on loyalty
behaviors. Customers’ perceptions of the three elements of quality dimensions
explained 54 percent of variance in restaurant image. However, 35 percent of variance
in customer perceived value and 47 percent of variance in customer satisfaction were
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
Theoretical implications
From a theoretical standpoint, this study makes important contributions to the
hospitality literature beyond previous studies. Although this study has some levels of
similarities with some previous studies (Chow et al., 2007; Ryu and Han, 2010), it is
important to understand how this study is unique from previous studies. For example,
Chow et al. (2007) examined the relationships among three dimensions of service
quality (i.e. interaction quality, physical quality, and outcome quality), customer
satisfaction, and frequency of patronage in the context of full-service restaurant. In
addition, Ryu and Han’s (2010) study investigated the relationships between three
determinants of quality dimensions (food, service, and physical environment), price,
customer satisfaction, and behavioral intention in the context of quick-casual
restaurant. Similar to this study, these two studies captured three dimensions of
foodservice quality (i.e. food, service, and physical environment). They also intended to
examine the influence of three dimensions of foodservice quality (food, service,
physical environment) on customer response such as customer satisfaction and
behavioral intentions in the restaurant industry. However, there are some differences
between the present study and those previous studies. First, not to mention of using
different outcome variables the major focus of the current study is to examine how
customers’ perceived foodservice quality influence their perceived image toward the
restaurant. In contrast, the main objective of Chow et al.’s (2007) study was to measure
service quality of restaurants in the context of China and to examine the relationships
of service quality, customer satisfaction, and frequency of patronage. The primary
focus of Ryu and Han’s (2010) study was to investigate how customers’ perceived
foodservice quality affect their satisfaction level and how perceived price act as a
moderator between foodservice quality and customer satisfaction. Second, it is also
very important to note that very limited amount of research has been undertaken to
examine the antecedents and consequences of restaurant image. To the best of our
knowledge Ryu et al. (2008)’s study is the only study that investigated the relationships
IJCHM between restaurant image and outcome variables, such as customer value, customer
24,2 satisfaction, and behavioral intentions in the restaurant industry. However, this study
did not examine the relationships between (restaurant service) quality and (restaurant)
image. Third, the relative importance of foodservice quality dimensions in conjunction
with other variables (e.g., restaurant image, perceived price, customer perceived value,
customer satisfaction, and behavioral intentions) can vary among different contexts.
216 However, the previous literature did not clearly address if customers were primarily
driven by food, atmosphere, or human service to different restaurant sectors such as
fast-casual restaurants or authentic (Chinese) restaurants. Therefore, we believe the
current study has merits to contribute to the existing literature by differentiating this
study from the previous studies to some extents.
While the importance of brand image, organization image, store image, corporate
image, or destination image has been widely discussed in the marketing literature, little
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
research has proposed the integrative model that investigates the antecedents and
outcome variables of restaurant image in explaining customers loyalty behavior. This
study proposes a conceptual model that explicitly accounts for the effects of three
major elements of restaurant service quality (physical environment, food, service) on
restaurant image, customer perceived value, customer satisfaction, and behavioral
intentions in order to understand comprehensive evaluation of restaurant experience.
Thus, this study provides a more comprehensive view in understanding the role of
three components of restaurant service quality and restaurant image on consumer
behavior.
One of the interesting theoretical contributions of this study can be found the
causality direction between quality and image. This study hypothesized that three
dimensions of restaurant service quality had positive impacts on the restaurant image
in the proposed model. In contrast, a few previous studies claimed the direct causal
impact from the image to perceived quality (Cretu and Brodie, 2007; Loureiro and
Gonzalez, 2008; Yoo et al., 2000). The empirical findings of this study indicate that the
framework with the causality from quality to image is superior to the one with
causality from image to quality. It is logical that the excellent quality of food and
service will lead to a great restaurant brand image in the context of restaurant
business; however, the opposite link may not work well in the restaurant context. Great
restaurant image does not necessarily guarantee perfect execution of service guarantee
and high food quality. Thus, under the context of the restaurant industry, the causality
direction between quality and image is superior to the opposite direction that was
empirically supported in other industry contexts.
A noticeable finding of current study is that customer perceived value served as a
perfect mediator over an image-satisfaction path. Ryu et al. (2008) first found that the
restaurant image had not only a direct but also an indirect effect on customer perceived
value and customer satisfaction in the context of quick-casual restaurants. However,
the findings of this study indicate that the consumer evaluation process flows from
image to satisfaction via customer perceived value, not directly from image to
satisfaction. This supports the notion that customers highly rely on customer
perceived value to evaluate their satisfaction, while customer perceived value is
significantly influenced by image. In other words, restaurant image, derived from the
restaurant quality, determines customer perceived value that in turn affects
satisfaction. The positive effect of customer perceived value on satisfaction draws on The influence of
the logic that cognition triggers affect (Fishbein and Ajzen, 1975). Customer perceived the physical
value is considered a cognitive construct since it is determined through a cognitive
trade-off between quality and sacrifice. On the other hand, satisfaction is known as an environment
affective construct due to its association with emotion (Oliver, 1997). Therefore,
customer perceived value can influence satisfaction in that the cognitive process
induces affective responses. Due to non-significant image-satisfaction path arising 217
from the perfect mediator, the mediating effect of image was found over quality of
physical environment/food quality/service quality-image-value.
Managerial implications
All three components (i.e. food, physical environment, service) of restaurant service
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
between three dimensions of restaurant service quality and the restaurant image can
be further examined. Further research would be necessary to extend our findings by
incorporating situational or personal characteristics (e.g., first timers vs. repeaters) as
moderators into the conceptual framework. Understanding consumer differences based
on personal and situational characteristics is another opportunity for further research.
References
Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and
recommended two-step approach”, Psychological Bulletin, Vol. 103 No. 3, pp. 411-23.
Andreassen, T.W. and Lindestad, B. (1998), “Customer loyalty and complex services: the impact
of corporate image on quality, customer satisfaction and loyalty for customers with
varying degrees of service expertise”, International Journal of Service Industry
Management, Vol. 9 No. 1, pp. 7-23.
Baker, J., Grewal, D. and Parasuraman, A. (1994), “The influence of the store environment on
quality inferences and store image”, Journal of the Academy of Marketing Science, Vol. 22,
pp. 328-39.
Baloglu, S. and Brinberg, D. (1997), “Affective images of tourism destinations”, Journal of Travel
Research, Vol. 35 No. 4, pp. 11-15.
Bitner, M.J. (1992), “Servicescapes: the impact of physical surroundings on customers and
employees”, Journal of Marketing, Vol. 56, pp. 57-71.
Bloemer, J. and Reyter, K. (1998), “On the relationship between store image, store satisfaction and
store loyalty”, European Journal of Marketing, Vol. 32 No. 5, pp. 10-16.
Bolton, R.N. and Drew, J.H. (1991), “A multistage model of customers’ assessments of service
quality and value”, Journal of Consumer Research, Vol. 17, pp. 375-84.
Booms, B.H. and Bitner, M.J. (1982), “Marketing services by managing the environment”, Cornell
Hospitality Quarterly, Vol. 23 No. 1, pp. 35-40.
Brady, M.K. and Cronin, J.J. (2001), “Some new thoughts on conceptualizing perceived service
quality: a hierarchical approach”, Journal of Marketing, Vol. 65 No. 3, pp. 34-49.
Byrne, B.M. (1998), Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic
Concepts, Aapplications, and Programming, Lawrence Erlbaum, Mahwah, NJ.
Castro, C.B., Armario, M. and Ruiz, M. (2007), “The influence of market heterogeneity on the
relationship between a destination’s image and tourists’ future behavior”, Tourism
Management, Vol. 28 No. 1, pp. 175-87.
IJCHM Chen, P.T. and Hu, H.H. (2010), “How determinant attributes of service quality influence
customer-perceived value: an empirical investigation of the Australian coffee outlet
24,2 industry”, International Journal of Contemporary Hospitality Management, Vol. 22 No. 4,
pp. 535-51.
Chiou, J.S. (2004), “The antecedents of consumers’ loyalty toward internet service providers”,
Information and Management, Vol. 41 No. 6, pp. 685-95.
220 Chow, I.H., Lau, V.P., Lo, T.Y., Sha, Z. and Yun, H. (2007), “Service quality in restaurant
operations in China: decision- and experiential-oriented perspectives”, International
Journal of Hospitality Management, Vol. 26 No. 3, pp. 698-710.
Cretu, A.E. and Brodie, R.J. (2007), “The influence of brand image and company reputation where
manufacturers market to small firms: a customer value perspective”, Industrial Marketing
Management, Vol. 36 No. 2, pp. 230-40.
Eggert, A. and Ulaga, W. (2002), “Customer perceived value: a substitute for satisfaction in
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
business markets”, The Journal of Business & Industrial Marketing, Vol. 17 Nos 2/3,
pp. 107-18.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to
Theory and Research, Addison-Wesley, Reading, MA.
Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable
variables and measurement error”, Journal of Marketing Research, Vol. 18, pp. 39-50.
Hair, J., Anderson, R., Tatham, R. and Black, W. (1998), Multivariate Data Analysis, 5th ed.,
Prentice Hall, Upper Saddle River, NJ.
Han, H. and Ryu, K. (2007), “Moderating role of personal characteristics in forming restaurant
customers’ behavioral intentions – an upscale restaurant setting”, Journal of Hospitality
& Leisure Marketing, Vol. 15 No. 4, pp. 25-54.
Han, H. and Ryu, K. (2009), “The roles of the physical environment, price perception, and
customer satisfaction in determining customer loyalty in the restaurant industry”, Journal
of Hospitality and Tourism Research, Vol. 33 No. 4, pp. 487-510.
Holland, P. (1988), “Causal inference, path analysis, and recursive structural equations models”,
in Clogg, C. (Ed.), Sociological Methodology, American Sociological Association,
Washington, DC, pp. 449-84.
Homer, P.M. (2008), “Perceived quality and image: when all is not rosy”, Journal of Business
Research, Vol. 61 No. 7, pp. 715-23.
Jang, S. and Namkung, Y. (2009), “Perceived quality, emotions, and behavioral intentions:
application of an extended Mehrabian-Russell model to restaurants”, Journal of Business
Research, Vol. 62 No. 4, pp. 451-60.
Jang, S., Ha, A. and Silkes, C.A. (2009), “Perceived attributes of Asian foods: from the
perspective of the American customers”, International Journal of Hospitality Management,
Vol. 28 No. 1, pp. 63-70.
Keller, K.L. (1993), “Conceptualising, measuring and managing customer-based brand equity”,
Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Kim, W.G. and Kim, H.B. (2004), “Measuring customer-based restaurant brand equity:
investigating the relationship between brand equity and firms’ performance”, Cornell
Hospitality Quarterly, Vol. 45 No. 2, pp. 115-31.
Kim, W.G., Ng, C.Y.N. and Kim, Y.S. (2009), “Influence of international DINESERV on customer
satisfaction, return intention, and word-of-mouth”, International Journal of Hospitality
Management, Vol. 28 No. 1, pp. 10-17.
Kivela, J., Inbakaran, R. and Reece, J. (1999), “Consumer research in the restaurant environment. The influence of
Part 1: a conceptual model of dining satisfaction and return patronage”, International
Journal of Contemporary Hospitality Management, Vol. 11 No. 5, pp. 205-22. the physical
Lai, F., Griffin, M. and Babin, B.J. (2009), “How quality, value, image, and satisfaction create environment
loyalty at a Chinese telecom”, Journal of Business Research, Vol. 62 No. 10, pp. 980-6.
Liu, Y.H. and Jang, S. (2009a), “Perceptions of Chinese restaurants in the US: what affects
customer satisfaction and behavioral intentions?”, International Journal of Hospitality 221
Management, Vol. 28 No. 3, pp. 338-48.
Liu, Y.H. and Jang, S. (2009b), “The effects of dining atmospherics: an extended
Mehrabian-Russell model”, International Journal of Hospitality Management, Vol. 28 No. 4,
pp. 494-503.
Loureiro, S.M.C. and Gonzalez, F.J.M. (2008), “The importance of quality, satisfaction, trust, and
image in relation to rural tourist loyalty”, Journal of Travel and Tourism Marketing,
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
FQ 6 The food presentation was visually attractive 20.04 20.29 20.39 21.39
Factor 3: Service quality (SQ)
SQ 1 Employees served me food exactly as I ordered it 20.21 21.50 20.29 21.04
SQ 2 Employees provided prompt and quick service 20.03 20.21 20.52 21.86
SQ 3 Employees are always willing to help me 20.13 20.93 20.49 21.75
SQ 4 Employees made me feel comfortable in dealing with them 20.25 21.79 20.51 21.82
Factor 4: Restaurant image (CRI)
Image 1 The restaurant is sophisticated 20.26 21.86 0.03 0.11
Image 2 It has a cheerful and enchanting atmosphere 20.07 20.50 20.36 21.29
Image 3 The restaurant has authentic Chinese cuisine 20.03 20.21 0.42 1.50
Image 4 It tastes good compared with price 20.15 21.07 0.11 0.39
Factor 5: Customer perceived value (VAL)
Value 1 This restaurant offered good value for the price 20.18 21.29 0.54 1.93
Value 2 The restaurant experience was worth the money 20.13 20.93 0.15 0.54
Value 3 This restaurant provides me great value as compared
to others 20.17 21.21 0.23 0.82
Factor 6: Customer satisfaction (CS)
CS 1 I am very satisfied with my overall experience at this
restaurant 20.24 21.71 0.36 1.29
CS 2 Overall, this restaurant puts me in a good mood 20.02 20.14 0.5 1.79
CS 3 I have really enjoyed myself at this restaurant 20.07 20.50 0.16 0.57
Factor 7: Behavioral intentions (BI)
BI 1 I would like to come back to this restaurant in the future 20.16 21.14 20.06 20.21
BI 2 I would consider revisiting this restaurant in the future 20.22 21.57 0.43 1.54
BI 3 I would recommend this restaurant to my friends or others 20.23 21.64 0.26 0.93
BI 4 I would say positive things about this restaurant to others 20.03 20.21 0.49 1.75
BI 5 I would encourage others to visit this restaurant 20.26 21.86 0.18 0.64
Table AI.
Note: c.r. ¼ Critical ratio Assessment of normality
Corresponding author
Kisang Ryu can be contacted at: kisang72@hotmail.com
1. Norman Peng, Annie Chen, Kuang-Peng Hung. 2017. The effects of teppanyaki restaurant stimuli on
diners’ emotions and loyalty. International Journal of Hospitality Management 60, 1-12. [CrossRef]
2. Shehely Parvin, Paul Wang, Jashim Uddin. 2016. Using best-worst scaling method to examine
consumers��� value preferences: A multidimensional perspective. Cogent Business & Management
3:1. . [CrossRef]
3. Hiram Ting, Ramayah Thurasamy. 2016. What matters to infrequent customers: a pragmatic approach
to understanding perceived value and intention to revisit trendy coffee café. SpringerPlus 5:1. . [CrossRef]
4. Faizan Ali, Woo Gon Kim, Kisang Ryu. 2016. The effect of physical environment on passenger delight
and satisfaction: Moderating effect of national identity. Tourism Management 57, 213-224. [CrossRef]
5. M. Angeles Iniesta-Bonillo, Raquel Sánchez-Fernández, David Jiménez-Castillo. 2016. Sustainability,
value, and satisfaction: Model testing and cross-validation in tourist destinations. Journal of Business
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
development in China. She has published in Journal of the Knowledge Economy, Industrial Management
& Data System, Journal of Organizational Change Management, Journal of China Tourism Research,
Tourism and Hospitality Research, Journal of Hospitality and Tourism Management, Event Management:
An International Journal, and International Journal of Hospitality & Tourism Administration, among
others. ChengChing-Chan Ching-Chan Cheng Ching-Chan Cheng is an Associate Professor at the
Department of Food & Beverage Management in Taipei College of Maritime Technology, Taiwan.
He holds a PhD in hospitality service quality and has published in Asia Pacific Journal of Tourism
Research, Tourism Analysis: An Interdisciplinary Tourism & Hospitality Journal, International Journal
of Hospitality Management, International Journal of Tourism Research, Total Quality Management
& Business Excellence, Romanian Journal of Economic Forecasting and Current Issues in Tourism,
among others. His research interests include services marketing, consumer behavior and total quality
management. Business School, Nanfang College of Sun Yat-sen University, Guangzhou City, China
Department of Food and Beverage Management, Taipei College of Maritime Technology, Taipei City,
Taiwan . 2016. Synthesizing the effects of green experiential quality, green equity, green image and green
experiential satisfaction on green switching intention. International Journal of Contemporary Hospitality
Management 28:9, 2080-2107. [Abstract] [Full Text] [PDF]
12. YangWan Wan Yang MattilaAnna S. Anna S. Mattila The Collins College of Hospitality Management,
California State Polytechnic University, Pomona, Pomona, Callifornia, USA Pennsylvania State
University, University Park, Pennsylvania, USA . 2016. Why do we buy luxury experiences?. International
Journal of Contemporary Hospitality Management 28:9, 1848-1867. [Abstract] [Full Text] [PDF]
13. Diego Bufquin, Robin DiPietro, Charles Partlow. 2016. The influence of the DinEX service quality
dimensions on casual-dining restaurant customers’ satisfaction and behavioral intentions. Journal of
Foodservice Business Research 1-15. [CrossRef]
14. Sean Lee, Ian Phau, Michael Hughes, Yu Feng Li, Vanessa Quintal. 2016. Heritage Tourism in Singapore
Chinatown: A Perceived Value Approach to Authenticity and Satisfaction. Journal of Travel & Tourism
Marketing 33:7, 981-998. [CrossRef]
15. Jorge Vera, Andrea Trujillo. 2016. El efecto de la calidad del servicio en la satisfacción del derechohabiente
en instituciones públicas de salud en México. Contaduría y Administración . [CrossRef]
16. Jinsoo Hwang, Heesup Han. 2016. Are other customer perceptions important at casino table games? Their
impact on emotional responses and word-of-mouth by gender. Journal of Travel & Tourism Marketing
1-12. [CrossRef]
17. Faizan Ali, Kashif Hussain, Kisang Ryu. 2016. Resort hotel service performance (RESERVE) – an
instrument to measure tourists’ perceived service performance of resort hotels. Journal of Travel & Tourism
Marketing 1-14. [CrossRef]
18. Muhammad Sabbir Rahman North South University Dhaka Bangladesh AAhad M. Osmangani
International Islamic University Malaysia Kuala Lumpur Malaysia Hasliza Hassan Multimedia University
- Cyberjaya Campus Cyberjaya Malaysia Md. Aftab Anwar International Islamic University Malaysia
Kuala Lumpur Malaysia Fadi Abdel Muniem Abdel Fattah Multimedia University - Cyberjaya Campus
Cyberjaya Malaysia AlastairM Morrison Purdue University West Lafayette United States Peking
University Beijing China . 2016. Consumption values, destination cues And nostalgia on the attitude
in selection of destination for education tourism: the mediating role of destination image. International
Journal of Tourism Cities 2:3. . [Abstract] [PDF]
19. ChuangYi-Fei Yi-Fei Chuang TaiYang-Fei Yang-Fei Tai Department of Business Administration, Ming
Chuan University, Taipei, Taiwan . 2016. Membership-based consumer switching intentions and
benefit exchange theory. International Journal of Contemporary Hospitality Management 28:7, 1361-1390.
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
He has professional experience as a marketing research advisor. Currently, Jorge Vera is a Research
Professor of the Technological of Monterrey Business School in Mexico City Campus. He imparts subjects
such as marketing research, strategic marketing and brand management. Since 2006, he is Member of
the Researchers National System of Mexico’s National Science and Technology Council. Tecnológico de
Monterrey, Mexico City, Mexico, USA . 2016. Two paths to customer loyalty: the moderating effect of
the differentiation level strategy in the performance-satisfaction-value-intentions relationship. Journal of
Product & Brand Management 25:2, 171-183. [Abstract] [Full Text] [PDF]
31. Bee-Lia Chua, Ben Goh, Lynn Huffman, Catherine Jai, Shahrim Karim. 2016. Cruise Passengers’
Perception of Key Quality Attributes of Cruise Lines in North America. Journal of Hospitality Marketing
& Management 25:3, 346-371. [CrossRef]
32. Sik Sumaedi Research Center for Quality System and Testing Technology, Indonesian Institute of
Sciences, Banten, Indonesia Medi Yarmen Research Center for Quality System and Testing Technology,
Indonesian Institute of Sciences, Banten, Indonesia I Gede Mahatma Yuda Bakti Research Center
for Quality System and Testing Technology, Indonesian Institute of Sciences, Banten, Indonesia Tri
Rakhmawati Research Center for Quality System and Testing Technology, Indonesian Institute of
Sciences, Banten, Indonesia Nidya J Astrini Research Center for Quality System and Testing Technology,
Indonesian Institute of Sciences, Banten, Indonesia Tri Widianti Research Center for Quality System and
Testing Technology, Indonesian Institute of Sciences, Banten, Indonesia . 2016. The integrated model of
theory planned behavior, value, and image for explaining public transport passengers’ intention to reuse.
Management of Environmental Quality: An International Journal 27:2, 124-135. [Abstract] [Full Text]
[PDF]
33. Jinsoo Hwang, Sunghyup Sean Hyun. 2016. Perceived Firm Innovativeness in Cruise Travelers’
Experience and Perceived Luxury Value: The Moderating Effect of Advertising Effectiveness. Asia Pacific
Journal of Tourism Research 21:sup1, S101-S128. [CrossRef]
34. S. Mostafa Rasoolimanesh, Norziani Dahalan, Mastura Jaafar. 2016. Tourists' perceived value and
satisfaction in a community-based homestay in the Lenggong Valley World Heritage Site. Journal of
Hospitality and Tourism Management 26, 72-81. [CrossRef]
35. Mei-Yuan Jeng, Tsu-Ming Yeh. 2016. The effect of consumer values on the brand position of green
restaurants by means-end chain and laddering interviews. Service Business 10:1, 223-238. [CrossRef]
36. Faizan Ali International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia Yuan
Zhou School of Foreign Language and Culture, Beifang University of Nationalities, Yinchuan, China
Kashif Hussain School of Hospitality, Tourism and Culinary Arts, Taylor’s University, Subang Jaya,
Malaysia Pradeep Kumar Nair Taylor’s University, Subang Jaya, Malaysia Neethiahnanthan Ari Ragavan
School of Hospitality, Tourism and Culinary Arts, Taylor’s University, Subang Jaya, Malaysia . 2016.
Does higher education service quality effect student satisfaction, image and loyalty?. Quality Assurance in
Education 24:1, 70-94. [Abstract] [Full Text] [PDF]
37. Annie Chen, Norman Peng, Kuang-peng Hung. 2016. Examining guest chefs’ influences on luxury
restaurants’ images. International Journal of Hospitality Management 53, 129-132. [CrossRef]
38. Chen-Tsang (Simon) Tsai, Yao-Chin Wang. 2016. Experiential value in branding food tourism. Journal
of Destination Marketing & Management . [CrossRef]
39. PizamAbraham Abraham Pizam ShapovalValeriya Valeriya Shapoval EllisTaylor Taylor Ellis Rosen
College of Hospitality Management, University of Central Florida, Orlando, Florida, USA Department
of Tourism, Events and Attractions, Rosen College of Hospitality Management, University of Central
Florida, Orlando, Florida, USA College of Business Administration, University of Central Florida,
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
Orlando, Florida, USA . 2016. Customer satisfaction and its measurement in hospitality enterprises: a
revisit and update. International Journal of Contemporary Hospitality Management 28:1, 2-35. [Abstract]
[Full Text] [PDF]
40. Paramaporn Thaichon S P Jain School of Global Management, Sydney Olympic Park, Australia Charles
Jebarajakirthy Faculty of Business and Law, Swinburne University of Technology, Hawthorn, Australia .
2016. Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-
tech internet services. Asia Pacific Journal of Marketing and Logistics 28:1, 141-159. [Abstract] [Full Text]
[PDF]
41. Seontaik Kim, Insin Kim, Sunghyup Sean Hyun. 2016. First-Class in-Flight Services and Advertising
Effectiveness: Antecedents of Customer-Centric Innovativeness and Brand Loyalty in the United States
(US) Airline Industry. Journal of Travel & Tourism Marketing 33:1, 118-140. [CrossRef]
42. Faizan Ali, Kisang Ryu, Kashif Hussain. 2016. Influence of Experiences on Memories, Satisfaction and
Behavioral Intentions: A Study of Creative Tourism. Journal of Travel & Tourism Marketing 33:1, 85-100.
[CrossRef]
43. Faizan Ali, Muslim Amin, Kisang Ryu. 2016. The Role of Physical Environment, Price Perceptions, and
Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels. Journal of Quality
Assurance in Hospitality & Tourism 17:1, 45-70. [CrossRef]
44. Nathaniel D. Line, Lydia Hanks, Woo Gon Kim. 2016. Hedonic adaptation and satiation: Understanding
switching behavior in the restaurant industry. International Journal of Hospitality Management 52, 143-153.
[CrossRef]
45. Nur Aina Abdul Jalil, Amily Fikry, Anizah Zainuddin. 2016. The Impact of Store Atmospherics, Perceived
Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance 37, 538-544.
[CrossRef]
46. Jinsoo Hwang, Seong Ok Lyu. 2015. The antecedents and consequences of well-being perception: An
application of the experience economy to golf tournament tourists. Journal of Destination Marketing &
Management 4:4, 248-257. [CrossRef]
47. Jinsoo Hwang Division of Tourism, Dongseo University, Busan, Korea Heesup Han The College of
Hospitality and Tourism Management, Sejong University, Seoul, Korea Seung-woo Choo The College
of Hospitality and Tourism Management, Sejong University, Seoul, Korea . 2015. A strategy for the
development of the private country club: focusing on brand prestige. International Journal of Contemporary
Hospitality Management 27:8, 1927-1948. [Abstract] [Full Text] [PDF]
48. Myung Ja Kim, Timothy Jung, Woo Gon Kim, Paraskevi Fountoulaki. 2015. Factors affecting British
revisit intention to Crete, Greece: high vs. low spending tourists. Tourism Geographies 17:5, 815-841.
[CrossRef]
49. Ufuk Durna Tourism Management Department, Akdeniz University, Antalya, Turkey Bekir Bora
Dedeoglu Tourism Management Department, Akdeniz University, Antalya, Turkey Sevgi Balikçioglu
Travel Management Department, Mustafa Kemal University, Hatay, Turkey . 2015. The role of
servicescape and image perceptions of customers on behavioral intentions in the hotel industry.
International Journal of Contemporary Hospitality Management 27:7, 1728-1748. [Abstract] [Full Text]
[PDF]
50. Myoungsun Suh, Hyoungeun Moon, Heesup Han, Sunny Ham. 2015. Invisible and Intangible, but
Undeniable: Role of Ambient Conditions in Building Hotel Guests’ Loyalty. Journal of Hospitality
Marketing & Management 24:7, 727-753. [CrossRef]
51. 송송송, 송송송. 2015. Understanding the Effects of Hedonic and Utilitarian Values on Consumption Emotions
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
and Customer Satisfaction. Culinary Science & Hospitality Research 21:5, 180-191. [CrossRef]
52. Anil Bilgihan, Khaldoon Nusair, Fevzi Okumus, Cihan Cobanoglu. 2015. Applying flow theory to booking
experiences: An integrated model in an online service context. Information & Management 52:6, 668-678.
[CrossRef]
53. Kimberly Mathe-Soulek, Lisa Slevitch, Ioana Dallinger. 2015. Applying mixed methods to identify what
drives quick service restaurant's customer satisfaction at the unit-level. International Journal of Hospitality
Management 50, 46-54. [CrossRef]
54. Eunil Park, Sanghoon Lee, Sang Kwon, Angel del Pobil. 2015. Determinants of Behavioral Intention
to Use South Korean Airline Services: Effects of Service Quality and Corporate Social Responsibility.
Sustainability 7:9, 12106-12121. [CrossRef]
55. Jinsoo Hwang Division of Tourism, Dongseo University, Busan, Korea Heesup Han The College of
Hospitality and Tourism Management, Sejong University, Seoul, Korea Seongseop Kim School of Hotel
and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong . 2015. How
can employees engage customers?. International Journal of Contemporary Hospitality Management 27:6,
1117-1134. [Abstract] [Full Text] [PDF]
56. Alok Kumar Singh Department of Management Studies, Uttarakhand Technical University, Dehradun,
India . 2015. Modeling passengers’ future behavioral intentions in airline industry using SEM. Journal of
Advances in Management Research 12:2, 107-127. [Abstract] [Full Text] [PDF]
57. Jinsoo Hwang, Heesup Han. 2015. Understanding Other Customer Perceptions in the Private Country
Club Industry. Asia Pacific Journal of Tourism Research 20:8, 875-896. [CrossRef]
58. Sanghoon Lee, Eunil Park, Sang Kwon, Angel del Pobil. 2015. Antecedents of Behavioral Intention to
Use Mobile Telecommunication Services: Effects of Corporate Social Responsibility and Technology
Acceptance. Sustainability 7:8, 11345-11359. [CrossRef]
59. Patricia Martínez Business Administration Department, University of Cantabria, Santander, Spain . 2015.
Customer loyalty: exploring its antecedents from a green marketing perspective. International Journal of
Contemporary Hospitality Management 27:5, 896-917. [Abstract] [Full Text] [PDF]
60. Veljko Marinkovic Management and Business Administration, Economics, University of Kragujevac,
Kragujevac, Serbia. Vladimir Senic Management and Business Administration, Hotel Management and
Tourism, University of Kragujevac, Kragujevac, Serbia. Predrag Mimovic Management and Business
Administration, Economics, University of Kragujevac, Kragujevac, Serbia. . 2015. Factors affecting choice
and image of ethnic restaurants in Serbia. British Food Journal 117:7, 1903-1920. [Abstract] [Full Text]
[PDF]
61. Naehyun (Paul) Jin, Ben Goh, Lynn Huffman, Jingxue Jessica Yuan. 2015. Predictors and Outcomes of
Perceived Image of Restaurant Innovativeness in Fine-Dining Restaurants. Journal of Hospitality Marketing
& Management 24:5, 457-485. [CrossRef]
62. Faizan Ali Florida State University, Tallahassee, Florida, USA Kisang Ryu College of Hospitality and
Tourism Management, Sejong University, Seoul, Korea . 2015. Bringing them back to spend more:
student foodservice experiences to satisfy their taste buds. Young Consumers 16:2, 235-248. [Abstract]
[Full Text] [PDF]
63. Hashim Zameer Bahauddin Zakariya University (Bahadur Sub Campus), Layyah, Pakistan Anam Tara
Bahauddin Zakariya University (Bahadur Sub Campus), Layyah, Pakistan Uzma Kausar Bahauddin
Zakariya University (Bahadur Sub Campus), Layyah, Pakistan Aisha Mohsin Bahauddin Zakariya
University (Bahadur Sub Campus), Layyah, Pakistan . 2015. Impact of service quality, corporate image and
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International
Journal of Bank Marketing 33:4, 442-456. [Abstract] [Full Text] [PDF]
64. Veera Bhatiasevi, Chanin Yoopetch. 2015. The determinants of intention to use electronic booking among
young users in Thailand. Journal of Hospitality and Tourism Management 23, 1-11. [CrossRef]
65. Jinsoo Hwang, Sunghyup Sean Hyun. 2015. First-class airline travellers' perception of luxury goods and
its effect on loyalty formation. Current Issues in Tourism 1-24. [CrossRef]
66. Changsup Shim, Seongjin Kang, Insin Kim, Sunghyup Sean Hyun. 2015. Luxury-cruise travellers’ brand
community perception and its consequences. Current Issues in Tourism 1-21. [CrossRef]
67. Ling Guan Department of Apparel, Education Studies and Hospitality Management, Iowa State
University, Ames, Iowa, USA Yi Luo Department of Apparel, Education Studies and Hospitality
Management, Iowa State University, Ames, Iowa, USA Liang Rebecca Tang Department of Apparel,
Education Studies and Hospitality Management College of Human Science, Iowa State University, Ames,
Iowa, USA . 2015. An exploratory study of decision makers for choosing wedding banquet venues: push
and pull motivations. International Journal of Tourism Cities 1:2, 162-174. [Abstract] [Full Text] [PDF]
68. Evandro Luiz Lopes, Marcos Antonio da Silva. 2015. The effect of justice in the history of loyalty: A study
in failure recovery in the retail context. Journal of Retailing and Consumer Services 24, 110-120. [CrossRef]
69. John T Bowen University of Houston Shiang-Lih Chen McCain School of Hospitality Management,
Widener University, Chester, Pennsylvania, USA . 2015. Transitioning loyalty programs. International
Journal of Contemporary Hospitality Management 27:3, 415-430. [Abstract] [Full Text] [PDF]
70. Annie Chen Marketing and Business Strategy Department, University of Westminster, London, UK
Norman Peng University of Westminster, London, United Kingdom Kuang-peng Hung Department
of Business Administration, Ming Chuan University, Taipei, Taiwan . 2015. The effects of luxury
restaurant environments on diners’ emotions and loyalty. International Journal of Contemporary Hospitality
Management 27:2, 236-260. [Abstract] [Full Text] [PDF]
71. Edward Shiu, Gianfranco Walsh, Louise M. Hassan, Sara Parry. 2015. The direct and moderating
influences of individual-level cultural values within web engagement: A multi-country analysis of a public
information website. Journal of Business Research 68:3, 534-541. [CrossRef]
72. Girish Prayag, Catheryn Khoo-Lattimore, Jonathan Sitruk. 2015. Casual Dining on the French Riviera:
Examining the Relationship Between Visitors’ Perceived Quality, Positive Emotions, and Behavioral
Intentions. Journal of Hospitality Marketing & Management 24:1, 24-46. [CrossRef]
73. Jiyoon Ahn, Sunhee Seo. 2015. The influences of sustainability management at institutional foodservice
on store image and behavioral intention. Journal of Nutrition and Health 48:2, 199. [CrossRef]
74. Bee-Lia Chua, Sanghyeop Lee, Ben Goh, Heesup Han. 2015. Impacts of cruise service quality and price
on vacationers’ cruise experience: Moderating role of price sensitivity. International Journal of Hospitality
Management 44, 131-145. [CrossRef]
75. Nurhazirah Hashim, Ahasanul Haque, Nur Hasyimah Hasim. 2015. Moderating Effect of Income on the
Service Environment and Customers’ Behavioral Intention. Procedia - Social and Behavioral Sciences 170,
596-604. [CrossRef]
76. Kulkanya Napompech. 2014. Factors Affecting Wedding Banquet Venue Selection of Thai Wedding
Couples. Journal of Applied Sciences 14:19, 2258-2266. [CrossRef]
77. Aikaterini Manthiou Assistant Professor based at Marketing Department, NEOMA Business School,
Mont-Saint-Aignan, France Juhee Kang Assistant Professor based at Rosen College of Hospitality
Management, University of Central Florida, Orlando, Florida, USA Thomas Schrier Assistant Professor
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
based at Department of Apparel, Events, and Hospitality Management, College of Human Science, Iowa
State University, Ames, Iowa, USA . 2014. A visitor-based brand equity perspective: the case of a public
festival. Tourism Review 69:4, 264-283. [Abstract] [Full Text] [PDF]
78. Shu-Shiuan Ho, Yi-Fang Yang, Tung-Jung Sung. 2014. Store Image Consistency: New Insights into
Stakeholder Engagement. Design Management Journal 9:1, 23-35. [CrossRef]
79. Faizan Ali, Rosmini Omar. 2014. Determinants of Customer Experience and Resulting Satisfaction
and Revisit Intentions: PLS-SEM Approach towards Malaysian Resort Hotels. Asia-Pacific Journal of
Innovation in Hospitality and Tourism (APJIHT) 3:2. . [CrossRef]
80. Jeffrey M. Campbell, Robin B. DiPietro. 2014. Sign of the times: Testing consumer response to local
food signage within a casual dining restaurant. Journal of Retailing and Consumer Services 21:5, 812-823.
[CrossRef]
81. Chung-Jen Wang Department of Hospitality Management, MingDao University, Peetow, Taiwan .
2014. Do ethical and sustainable practices matter?. International Journal of Contemporary Hospitality
Management 26:6, 930-947. [Abstract] [Full Text] [PDF]
82. Emily Ma, Hailin QU, Rasha Ali Eliwa. 2014. Customer Loyalty With Fine Dining: The Moderating
Role of Gender. Journal of Hospitality Marketing & Management 23:5, 513-535. [CrossRef]
83. Sunghyup Sean Hyun, Juhee Kang. 2014. A better investment in luxury restaurants: Environmental or
non-environmental cues?. International Journal of Hospitality Management 39, 57-70. [CrossRef]
84. Veljko Marinkovic Department of Management and Business Administration, University of Kragujevac,
Kragujevac, Serbia Vladimir Senic Department of Management and Business Administration, University
of Kragujevac, Kragujevac, Serbia Danijela Ivkov Department of Management and Business, University of
Novi Sad, Subotica, Serbia Darko Dimitrovski Department of Tourism, University of Belgrade, Belgrade,
Serbia Marija Bjelic Department of Human Resources, Savath Hospitality Management, Belgrade,
Serbia . 2014. The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing
Intelligence & Planning 32:3, 311-327. [Abstract] [Full Text] [PDF]
85. Edward Shih-Tse Wang. 2014. Do Farmers' Market and Specialty Food Store Customers Differ in the
Effects of Perceived Utilitarian and Hedonic Shopping Values?. Journal of Marketing Channels 21:2, 77-86.
[CrossRef]
86. Bee-Lia Chua, Naehyun (Paul) Jin, Sangmook Lee, Ben Goh. 2014. Influence of Mechanic, Functional,
and Humanic Clues on Customers’ Experiential Values and Behavioral Intentions in Full-Service
Restaurants. Journal of Foodservice Business Research 17:2, 67-84. [CrossRef]
87. Mu-Chen Chen, Chia-Lin Hsu, Chih-Ming Hsu, Ying-Yi Lee. 2014. Ensuring the quality of e-shopping
specialty foods through efficient logistics service. Trends in Food Science & Technology 35:1, 69-82.
[CrossRef]
88. Ivyanno Canny. 2014. Measuring the Mediating Role of Dining Experience Attributes on Customer
Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta. International
Journal of Innovation, Management and Technology 5:1. . [CrossRef]
89. 송송송, 송송송, Kim Tae-Hee. 2013. The Effects of Customer Satisfaction Based on User Experience on
Commitment, Loyalty and Repeated Use in Franchise and Chain Coffee Shops. Culinary Science &
Hospitality Research 19:5, 206-224. [CrossRef]
90. Jorge Vera, Andrea Trujillo. 2013. Service quality dimensions and superior customer perceived value in
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
retail banks: An empirical study on Mexican consumers. Journal of Retailing and Consumer Services 20:6,
579-586. [CrossRef]
91. Chris Baumann and Hamin HaminKim Ngoc PhanFaculté d’Economie et de Gestion, CERGAM (EA
4225), Aix Marseille Université, Aix en Provence, France Nabil GhantousFaculté d’Economie et de
Gestion, CERGAM (EA 4225), Aix Marseille Université, Aix en Provence, France. 2013. Managing brand
associations to drive customers’ trust and loyalty in Vietnamese banking. International Journal of Bank
Marketing 31:6, 456-480. [Abstract] [Full Text] [PDF]
92. Sunhee Seo, Og Yeon Kim, Sumin Oh, Nara Yun. 2013. Influence of informational and experiential
familiarity on image of local foods. International Journal of Hospitality Management 34, 295-308.
[CrossRef]
93. Lisa SlevitchHotel and Restaurant Administration, Oklahoma State University, Stillwater, Oklahoma,
USA Kimberly MatheDivision of Business, Northwestern Oklahoma State University, Woodward,
Oklahoma, USA Elena KarpovaApparel, Educational Studies & Hospitality Management Department,
Iowa State University, Ames, Iowa, USA Sheila Scott‐HalsellHotel and Restaurant Administration,
Oklahoma State University, Stillwater, Oklahoma, USA. 2013. “Green” attributes and customer
satisfaction. International Journal of Contemporary Hospitality Management 25:6, 802-822. [Abstract] [Full
Text] [PDF]
94. Sang Mi JeonDivision of Tourism Studies, Kyungnam University, Gyeongsangnam‐do, Korea Vincent
P. MagniniDepartment of Hospitality and Tourism Management, Pamplin College of Business, Virginia
Tech, Blacksburg, Virginia, USA, and Insin KimDepartment of Tourism and Convention, Pusan
National University, Busan, Korea Sunghyup Sean HyunDepartment of Tourism and Convention, Pusan
National University, Busan, Korea. 2013. Causal relationships between table game players' perceptions of
service quality, perceived winning, and game spending. International Journal of Contemporary Hospitality
Management 25:6, 922-944. [Abstract] [Full Text] [PDF]
95. Reza Etemad‐SajadiEHL (Ecole hôtelière de Lausanne), Lausanne, Switzerland Daniela RizzutoEHL
(Ecole hôtelière de Lausanne), Lausanne, Switzerland. 2013. The antecedents of consumer satisfaction
and loyalty in fast food industry. International Journal of Quality & Reliability Management 30:7, 780-798.
[Abstract] [Full Text] [PDF]
96. Zhang Ziqiong School of Management, Harbin Institute of Technology, Harbin, China Zhang Zili
School of Management, Harbin Institute of Technology, Harbin, China Law Rob School of Hotel and
Tourism Management, Hong Kong Polytechnic University, Hong Kong, China . 2013. Regional effects
on customer satisfaction with restaurants. International Journal of Contemporary Hospitality Management
25:5, 705-722. [Abstract] [Full Text] [PDF]
97. Jinsoo Hwang, Samuel Seongseop Kim, Sunghyup Sean Hyun. 2013. The role of server–patron mutual
disclosure in the formation of rapport with and revisit intentions of patrons at full-service restaurants: The
moderating roles of marital status and educational level. International Journal of Hospitality Management
33, 64-75. [CrossRef]
98. Kuo‐Chien ChangDepartment of Leisure and Recreation Management, Chihlee Institute of Technology,
New Taipei City, Taiwan. 2013. How reputation creates loyalty in the restaurant sector. International
Journal of Contemporary Hospitality Management 25:4, 536-557. [Abstract] [Full Text] [PDF]
99. Fevzi Okumus, Gerald Kock, Michael M. G. Scantlebury, Bendegul Okumus. 2013. Using Local Cuisines
when Promoting Small Caribbean Island Destinations. Journal of Travel & Tourism Marketing 30:4,
410-429. [CrossRef]
100. Jooyeon HaDepartment of Apparel, Design, and Hospitality Management, North Dakota State
Downloaded by Cornell University Library At 05:20 30 October 2016 (PT)
University, Fargo, North Dakota, USA SooCheong (Shawn) JangSchool of Hospitality and Tourism
Management, Purdue University, West Lafayette, Indiana, USA. 2013. Attributes, consequences, and
consumer values. International Journal of Contemporary Hospitality Management 25:3, 383-409. [Abstract]
[Full Text] [PDF]
101. Sarah TanfordWilliam F. Harrah College of Hotel Administration, University of Nevada, Las Vegas,
USA Eunju SuhSchool of Hospitality and Tourism Management, Florida International University, North
Miami, Florida, USA. 2013. How restaurant variety indirectly impacts gaming for different casino worth
segments. International Journal of Contemporary Hospitality Management 25:3, 328-345. [Abstract] [Full
Text] [PDF]
102. David Starr-GlassRedemption through MOOCs? 22-48. [CrossRef]
103. Sally Kamel Ali OmranInvestigating the Relationship between Educational Quality and Students'
Satisfaction: 1413-1432. [CrossRef]