Willingness to pay in negative restaurant service encounters |
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| Institution: | 1. Hospitality Management Program, Peter T. Paul College of Business and Economics, University of New Hampshire, Durham, NH 03824, United States;2. Department of Marketing, Florida Atlantic University,777 Glades Road, Boca Raton, FL 33431, United States;3. Department of Human Sciences, The Ohio State University,1787 Neil Avenue, Columbus, OH 43210, United States;1. Tourism College, Beijing Union University, Beijing, China;2. China-New Zealand Tourism Research Unit, University of Waikato Management School, Hamilton, New Zealand;3. Department of Tourism and Hospitality Management, University of Waikato Management School, Hamilton, New Zealand;1. University of Dar-es-Salaam Business School, Dar-es-Salaam 35046, Tanzania;2. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;2. School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdonggu, Seoul 133-791, Republic of Korea;1. School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdonggu, Seoul 133-791, Republic of Korea;2. Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, United States |
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| Abstract: | The aim of this research is to propose and test a comprehensive research model to understand the influence of food quality, service quality, ambiance, and value on consumer WTP in negative service encounters. Using DINESERV as the theoretical background, a mixed methodology (ANOVA and structural equation modeling) was utilized for the study using a between-subjects experimental design. Data was collected using an online survey from students (Study 1) as well as restaurant consumers (Study 2). The structural equation modeling provided evidence for the arguments that food quality, ambiance, and value are significant predictors of customer WTP in a negative restaurant service encounter. Theoretical and managerial implications were discussed. |
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| Keywords: | Food quality Service quality Ambiance Value Willingness to pay Service encounter |
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