The antecedents and consequence of consumer attitudes toward restaurant brands: A comparative study between casual and fine dining restaurants |
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| Affiliation: | 1. Department of Hospitality Management and Dietetics, 150 Justin Hall, Kansas State University, Manhattan, KS 66506-1404, USA;2. Department of Hospitality Management and Dietetics, 148C Justin Hall, Kansas State University, Manhattan, KS 66506-1404, USA;1. Oxford Edu Centre Ltd. (Ph.D., Oxford Brookes University), 5 Shelford Place, Headington, Oxford, OX3 7NW, UK;2. ECUST School of Business, East China University of Science & Technology, Shanghai 200237, PR China;3. Department of Tourism & Hospitality,Ritsumeikan Asia Pacific University (APU), Beppu 874-8577 Japan;1. Department of Tourism and Convention, Pusan National University, Jangjeon-Dong, San 30, Kumjung-Gu, Busan 609-735, South Korea;2. Department of Hospitality Services, University of Central Florida, Rosen College of Hospitality Management, United States;1. Department of Tourism Management, National Kaohsiung University of Science and Technology, No. 415, Chien Kung Road, Kaohsiung, 807, Taiwan, ROC;2. Leisure & Recreation Administration Department, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan County, 333, Taiwan, ROC;3. Department of Business Strategy and Innovation, Griffith Business School, Griffith University, 170 Kessels Road, Nathan, QLD, 4111, Australia;4. Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, No.510, Zhongzheng Rd., Xinzhuang Dist., New Taipei City, 242062, Taiwan, ROC;1. Dept. of Nutrition, Dietetics, & Hospitality Management, College of Human Sciences, Auburn University, 328 Spidle Hall, Auburn, AL 36849-5605, United States;2. The Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, Kirschman Hall, Room 462C, 2000 Lakeshore Drive, New Orleans, LA 70148, United States |
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| Abstract: | This study examined a theoretical model examining interrelationships among three service qualities (i.e., physical environment quality, interactional quality, and outcome quality). In addition, this study investigated the effects of three service qualities on utilitarian and hedonic attitudes toward restaurant brands and the mediating effects of such attitudes in forming brand preference in full-service restaurants. To further understand unique differences, this study conducted a multi-group analysis comparing the proposed relationships between 318 casual and 303 fine dining patrons (621 full-service restaurant patrons in total). In the full-service restaurant setting, the results of data analysis indicated significant interrelationships among three service qualities. Physical environment quality explained a large amount of variation in both interactional and outcome quality. In turn, interactional quality had a positive effect on outcome quality. Physical environment quality had a significant effect only on hedonic attitude. Interactional and outcome qualities had significant effects on utilitarian and hedonic attitudes toward restaurant brands. Finally, utilitarian and hedonic attitudes toward restaurant brands enhanced brand preference. When separately analyzed, the effect of physical environment quality on hedonic attitude became not significant in casual dining segment. Further, the effect of outcome quality on utilitarian attitude became not significant in fine dining segment. Both theoretical and managerial implications of the results are discussed. |
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