The effects of restaurant quality attributes on customer behavioral intentions

    Authors

    M. Bujisic; J. Hutchinson;H. G. Parsa

    Comments

    Authors: contact us about adding a copy of your work at STARS@ucf.edu

    Abbreviated Journal Title

    Int. J. Contemp. Hosp. Manag.

    Keywords

    Service quality; Ambience; Food quality; Quick-service restaurants; Restaurant quality attributes; Upscale restaurants; WORD-OF-MOUTH; SERVICE QUALITY; PHYSICAL SURROUNDINGS; CONSUMER; PERCEPTIONS; SATISFACTION; PERFORMANCE; IMPACT; CONSEQUENCES; ENVIRONMENT; RESPONSES; Hospitality, Leisure, Sport & Tourism; Management

    Abstract

    Purpose - The purpose of this paper was to investigate the relationships between restaurant quality attributes and customer behavioral intentions. Design/methodology/approach - An experimental design was chosen to provide a high level of internal validity. Three separate 3 x 2 factorial design experiments were conducted through 18 separate vignette scenarios for three levels of quality (below average, average and above average) of three common restaurant attributes (food, service and ambience) in two types of restaurants (quick service and upscale). Findings - The results indicated that the type of restaurant moderated the relationship between restaurant service and ambience quality and customer behavioral intentions. Practical implications - The results of this study suggest that management of quick-service and upscale restaurants should focus on food quality, but establish different resource allocation priorities with respect to service and ambience quality. Originality/value - This study examined the linearity of the relationships between three common restaurant attributes (food, service and ambience) for three levels of quality (below average, average and above average) in two types of restaurants (quick service and upscale).

    Journal Title

    International Journal of Contemporary Hospitality Management

    Volume

    26

    Issue/Number

    8

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    1270

    Last Page

    1291

    WOS Identifier

    WOS:000348442500008

    ISSN

    0959-6119

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