New or repeat customers: How does physical environment influence their restaurant experience? |
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Authors: | Kisang Ryu Heesup Han |
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Institution: | 1. Department of Food Service Management, College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul, Korea;2. Department of Tourism Management, College of Business Administration, Dong-A University, Bumin-dong 2-ga, Seo-gu, Busan, South Korea |
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Abstract: | This study proposed a conceptual model to examine how customers’ perceptions of the physical environment influenced disconfirmation, customer satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants. Using a structural equation modeling analysis, this study showed that facility aesthetics, lighting, layout, and service staff had significant effects on disconfirmation. Moreover, disconfirmation exerted a direct influence on customer satisfaction and customer loyalty. Customer satisfaction also positively influenced customer loyalty. Finally, the impacts of facility aesthetics, lighting, table settings, and service staff on disconfirmation significantly differed between first-time customers and repeat customers. More specifically, facility aesthetics, lighting, and service staff were significant predictors of both first timers’ and repeaters’ perceived disconfirmation, while layout and table settings were significant determinants of only repeat visitors’ perceived disconfirmation. The implications for academic researchers and marketing practitioners are discussed. |
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Keywords: | Physical environment Disconfirmation Customer satisfaction Customer loyalty First-time and repeat customers Upscale restaurant |
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