Experimental marketing practices leading to consumer loyalty in restaurant business

The experiential marketing is an emerging marketing field, which allows companies to differentiate the brands by creating unique, pleasurable and memorable experiences, which appeal to all senses, the heart and the mind. Hospitality industry and specifically restaurants can be mentioned as having the advantage in the experiential marketing context, as this is the area where all the senses can be engaged and personalized experiences can be presented directly to the customer. Based on the theoretical framework, this study proposed a conceptual model to examine how experiential marketing practices, suggested by Schmitt (1999) as the strategic experiential modules (SEMs), affect expectation disconfirmation, customer satisfaction and customer loyalty in different types of restaurants. In order to check the formulated hypotheses, the structural equation modeling analysis was used. The results of the study showed that the perception of affective (FEEL) and creative cognitive (THINK) experiences had a direct positive impact on expectation disconfirmation and indirectly through expectation disconfirmation affected customer satisfaction. Moreover, a relationship between expectation disconfirmation and customer satisfaction was supported and an indirect effect of expectation disconfirmation through customer satisfaction to customer loyalty was indicated. Furthermore, a direct positive effect of customer satisfaction to customer loyalty was proved. Finally, the study did not indicate a significant difference in relationship between experiential marketing practices and expectation disconfirmation among fine dining, casual dining, fast casual and quick service restaurants. The managerial implications and recommendations for future research were discussed.O marketing experiencial é um campo de marketing emergente, que permite às empresas diferenciar as marcas através da criação de experiências únicas, agradáveis e memoráveis, que apelam a todos os sentidos, desde o coração até à mente. A indústria hoteleira e mais ração podem ser mencionadas como tendo a vantagem no contexto do marketing experimental, visto que nesta área todos os sentidos podem ser apelados para criar experiências personalizadas que por sua vez podem ser apresentadas directamente ao cliente. Com base nas referências teóricas, este estudo propõe um modelo conceitual para examinar como as práticas de marketing experiencial, sugeridas por Schmitt (1999) como os módulos experimentais estratégicos (SEMs), afectam a não confirmação expectativa, a satisfação do cliente e a fidelização de clientes em diferentes tipos de restaurantes. A fim de verificar as hipóteses formuladas, foi utilizada a análise de equações estruturais. Os resultados do estudo mostraram que a percepção de experiencias do ponto de vista afetivo (SENTIR) e cognitivo-criativo (PENSAR) tiveram um impacto positivo direto na não confirmação expectativa e indirectamente através da não confirmação expectativa na satisfação do cliente. Além disso, a relação entre a não confirmação expectativa e satisfação do cliente foi apoiada e um efeito indireto da nao confirmação expectativa através da satisfação do cliente da respectiva fidelidade do mesmo foi indicado. Demonstrou-se ainda um efeito positivo direto da satisfação do cliente para a fidelização do mesmo cliente. Finalmente, o estudo não indica uma diferença significativa na relação entre as práticas experienciais de marketing e não confirmação expectativa entre restaurantes de alta-cozinha, jantar casual, casual rápido e restaurantes de serviço rápido. Foram discutidas as implicações gerenciais e recomendações para futuras pesquisas

The effect of customer perceived value on customer satisfaction: a case study of Malay upscale restaurants

Stiff competition and increasingly high operating costs have driven many international and domestic players to introduce new outlet concepts. Malay fine dining, upscale restaurant segment is gaining popularity among Malaysian, especially in Kuala Lumpur. This study examined the effect of perceived value on customer satisfaction in Malay upscale restaurants in terms of emotional responses, monetary prices, behavioral price and reputation. Primary data were gathered from 170 questionnaires returned by respondents from five Malay upscale restaurants in Kuala Lumpur, and statistically analysed using SPSS version 21. The findings of this study revealed that monetary prices had a high positive relationship with customer satisfaction. In addition, the beta value for emotional responses (β=0.530, p<0.01), behavioral price (β=0.180, p<0.01) and reputation (β=0.168, p<0.01) also indicated the respective contributions made to customer satisfaction

The effect of customer perceived value on customer satisfaction: a case study of Malay upscale restaurants

Stiff competition and increasingly high operating costs have driven many international and domestic players to introduce new outlet concepts. Malay fine dining, upscale restaurant segment is gaining popularity among Malaysian, especially in Kuala Lumpur. This study examined the effect of perceived value on customer satisfaction in Malay upscale restaurants in terms of emotional responses, monetary prices, behavioral price and reputation. Primary data were gathered from 170 questionnaires returned by respondents from five Malay upscale restaurants in Kuala Lumpur, and statistically analysed using SPSS version 21. The findings of this study revealed that monetary prices had a high positive relationship with customer satisfaction. In addition, the beta value for emotional responses (β=0.530, p<0.01), behavioral price (β=0.180, p<0.01) and reputation (β=0.168, p<0.01) also indicated the respective contributions made to customer satisfaction

Restaurant Formality And Customer Service Dimensions In The Restaurant Industry: An Empirical Study

The purpose of the study was to examine the different customer service dimensions in the restaurant industry. Survey-based data collected from customers that dined regularly in restaurants classified as fast food, casual dining, and fine dining was used. Our study makes an imperative contribution by applying Resource-based view theory in the field of services marketing. The results show that restaurant formality has an adverse impact on customer loyalty, but this impact is positive when restaurant formality interacts with customer gratification. There are other important findings that lead to repeat sales and improved profits for restaurants. We conclude by discussing some limitations in our study as well as suggesting future research directions

What makes an exceptional cuisine that worth a special journey?

The food tourism supply chain includes as consumption activities "Fine dining" and as classification schemes the "Michelin star system". Despite the growing interest in luxury dining, there are only a few studies published about the high-end of the restaurant industry. The main objective of study two was to identify the main dimensions of the Michelin Stared Restaurant experiences as revealed by customers’ narratives shared in social media websites in the post-purchase phase of their experience. Moreover, this dissertation aims at studying whether the dimensions of the experience vary according to market segments (client type, gender and age) an according to value ratings. Mixed content analysis methods, combining Leximancer with narrative analysis, were used to identify the main themes in restaurant reviews. Moreover, the main themes were graphically displayed in a concept map. The results were based into two samples, from Portuguese two-star restaurants, and from three star restaurants worldwide. The analysis revealed that 12 main themes describe the fine dining experience, as follows: "restaurant", "food service", "menu", "chef", "wine", "meal", "dining", "staff", "feel", "worth", "dessert" and "delicious". The result also revealed that fine dining customers are not a homogeneous group and that demographics proved to be effective market segmentation variables. Moreover, high and low levels of value ratings are linked with different themes of the experience. From a theoretical point of view this dissertation is expected to add to the literature of food tourism by providing a better understanding of the dimensions of the dining and provides evidence of the relevance of market segmentation variables. Managerial implications were also drawn.A cadeia de valor do turismo gastronómico inclui atividades de consumo, como as refeições de luxo, e o sistema de classificação como o Sistema de Estrelas Michelin. Apesar do crescente interesse no segmento de restauração de luxo, poucos estudos foram publicados sobre este segmento na indústria de restauração. O principal objetivo deste estudo é identificar as principais dimensões associadas à experiência num restaurante com Estrelas Michelin, com base das narrativas partilhadas em plataformas de redes sociais na fase pós-consumo do processo de compra. Adicionalmente, esta dissertação tem como objetivo estudar se as dimensões da experiência variam de acordo com o segmento de mercado (tipo de cliente, sexo e idade) e de acordo com as avaliações do valor da experiência. Para identificar os principais temas nos comentários "online" são usados métodos de análise de conteúdo misto, que combinam o "Leximancer" com uma análise narrativa. Adicionalmente, os principais temas são apresentados graficamente num mapa conceptual. Os resultados derivam de duas amostras, de restaurantes Michelin com duas estrelas localizados em Portugal e de restaurantes Michelin com três estrelas localizados em diversos países. A análise revelou a existência de 12 temas que descrevem a experiência de refeição de luxo, nomeadamente: restaurante, serviço de refeição, menu, "chef", vinho, refeição, jantar, "staff", sentir, valer a pena, sobremesa e delicioso. Os resultados também revelaram que os consumidores de restaurantes de luxo não são um grupo homogéneo e que as variáveis demográficas são variáveis efetivas de segmentação de mercado. Para além disso, "ratings" elevados e baixos estão associados a diferentes temas da experiência. Numa perspetiva teórica, espera-se que esta dissertação forneça uma melhor compreensão das dimensões da experiência das refeições de luxo e forneça evidencia da relevância de variáveis de segmentação. São também apresentadas implicações para a gestão

The effects of luxury restaurant environments on diners’ emotions and loyalty : incorporating diner expectations into an extended Mehrabian-Russell model

Purpose: Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs. However, little is known about the factors that contribute to diners’ emotions and loyalty toward luxury restaurants. This paper examines diners’ luxury restaurant consumption behavior by incorporating diner expectations into a modified Mehrabian–Russell model. Design/methodology/approach: To examine the proposed six hypotheses, qualitative and quantitative studies were performed. Following exploratory qualitative research, 310 consumers who dined at Taiwan’s five-star hotel restaurants were recruited for the main study. Data were analyzed using structural equation modeling. Findings: The results show that restaurants’ stimuli influence diners’ positive and negative emotions (organisms), which, in turn, affect their loyalty toward luxury restaurants (responses). Furthermore, customers with different levels of expectation react differently to stimuli. Practical implications: This study offers new empirical support for the proposition that diner expectation plays a role in building customer loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value: This study conceptualizes diners’ loyalty toward luxury restaurants (e.g., revisiting and recommending luxury restaurants) by examining the influence of restaurants’ stimuli, diners’ emotions, and customers’ expectations toward luxury restaurants. Additionally, this study offers some managerial implications for practitioners

Gastronomy Tourism and Well-Being: Evidence from Taiwan and Catalonia Michelin-Starred Restaurants

In the tourism and hospitality industry, ensuring the well-being of visitors is essential to achieving a competitive tourist destination. This objective is even more pressing in the gastronomy sector. Surprisingly, the scientific literature on this topic is scarce and relies on questionnaire surveys and interviews as a data source. After scrutinizing the 13 articles on gastronomy tourism and well-being indexed in the Web of Science or in Scopus, this study proposes two new lines of research interrelated by the concept of gastronomic image. These exploit the content shared online by consumers in order to assess subjective well-being derived from quality gastronomic experiences. The first is a framework for the customer-perceived image based on Grönroos’s service quality model, and the second is a conceptual model based on Morris’s semiotics to measure gastronomic image. Through mixed methodologies, i.e., qualitative in the first research line and quantitative in the second, the study applies the theoretical framework to Michelin-starred restaurants in two tourist regions with similar features but with different gastronomic cultures—Taiwan (Asia) and Catalonia (Europe)—using as a data source all the online travel reviews (OTRs) written in English about these restaurants shared on the TripAdvisor portal. Comparing the three categories of restaurants in both regions, the results show branding and marketing problems and significant differences in the popularity of restaurants and the satisfaction and well-being of diners. There is a positive relationship between the category of restaurants according to the number of Michelin stars and their popularity according to the number of OTRs, as well as with the satisfaction and well-being of diners, except for a 3-star restaurant that is the worst-rated. These outcomes from the demand side can be useful to stakeholders to design or improve gastronomic products and services

Meal Experience in Fine-Dining: Exploring the role of memory, happiness and mindfulness as mediators

Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThe fine-dining market has been receiving increasing attention from academics due to its ability to charge premium prices, the growing number of locations, added-value business and how they are in the top of mind. On the consumer side, there is a greater demand for different and remarkable experiences, a unique novelty seeking in the fine-dining business. Whether due to the restaurant atmosphere and decoration, the attention to the customers, product selection and presentation, or even the storytelling experience. Thus, it is crucial for the fine dining industry to understand the underlying motivations, perceptions, attitudes and behavioral intentions of customers as a consequence of the meal experience and how it could affect a mindful individual. Through a partial least squares structural equation modeling, which allows the estimation of cause-effect relationships in path models, this research investigated the relationship between the meal experience with happiness, memory creation, intention to revisit and mindfulness, with significant effects unveiled, as well as the preponderant mediating role of memory and happiness in the relationship between meal experience and revisit intention

Do memorable restaurant experiences affect eWOM? The moderating effect of consumers' behavioural engagement on social networking sites

Many restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.Design/methodology/approachThis survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).FindingsThe quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).Originality/valueThis study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.info:eu-repo/semantics/publishedVersio