Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants
In order to address a lack of comprehensive evaluation of restaurant quality, this study extends Mehrabian and Russell's stimulus-organism-response framework by incorporating restaurant-specific stimuli and including restaurant-specific measures of emotion. Using structural equation modeling, this study shows that atmospherics and service function as stimuli that enhance positive emotions while product attributes, such as food quality, act to relieve negative emotional responses. Results also suggest that positive emotions mediate the relationship between atmospherics/services and future behavioral outcomes. The results are theoretically and practically meaningful because they address the relationships among three types of perceived quality (product, atmospherics, and service), customer emotions (positive/negative), and behavioral intentions in the restaurant consumption experience. Managerial implications, limitations, and future research directions are also suggested.
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- Hightower, Roscoe Jr & Brady, Michael K. & Baker, Thomas L., 2002. "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events," Journal of Business Research, Elsevier, vol. 55(9), pages 697-707, September.
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- Brady, Michael K. & Robertson, Christopher J., 2001. "Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study," Journal of Business Research, Elsevier, vol. 51(1), pages 53-60, January.
- Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
- Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July.
- Machleit, Karen A. & Mantel, Susan Powell, 2001. "Emotional response and shopping satisfaction: Moderating effects of shopper attributions," Journal of Business Research, Elsevier, vol. 54(2), pages 97-106, November.
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