Revisiting the importance of casual dining experience quality: an empirical study

Ananda Sabil Hussein

40 citations0/0 files storedInternational Journal of Quality and Service Sciences

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Purpose This paper aims to explore the dimensions of experience quality in the area of Indonesia casual dining restaurant. Furthermore, this study scrutinizes the interrelationships among experience quality, customer satisfaction, restaurant image, brand engagement and customer loyalty in Indonesia’s casual dining restaurant industry. Design/methodology/approach To achieve the research objectives, two consecutive studies were conducted. The first study was an exploratory study involving two focus group discussions and survey with self-administered questionnaires. The second study was an explanatory study, in which data were collected through self-administered questionnaires. A total of 405 respondents participated in this study. In the first study, the collected data were analysed by exploratory factor analysis, while partial least squares was used in the second study. Findings The result of exploratory factor analysis indicated that casual dining experience quality has four dimensions, namely, food aspects, interaction quality, physical environment and service outcome. This study also tests the interrelationship between experience quality and customer loyalty, customer satisfaction, restaurant image and brand engagement. The hypothesis testing shows that food aspect and interaction quality significantly affect customer satisfaction and restaurant image. Furthermore, customer satisfaction, restaurant image and customer engagement are noted as the antecedents of customer loyalty. Originality/value This study explores the dimension of Indonesian casual dining experience, and it proves that the casual dining experience construct based on Indonesian perspectives consists of four dimensions. Moreover, this study builds a comprehensive model to explain the interrelationship among experience quality, restaurant image, customer satisfaction, brand engagement and customer loyalty in the perspective of Indonesian casual dining restaurant.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework 1984A Service Quality Model and its Marketing Implications 2009How to Write Up and Report PLS Analyses 2011Customer Engagement 2001Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions

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