THE ROLE OF PATRON DINING EXPERIENCE AND EMOTIONS ON RELATIONSHIP QUALITY IN CHAIN RESTAURANT INDUSTRY: A CONCEPTUAL PAPER
Abstract
ABSTRACT
The purpose of this paper is to investigate the role of patron dining experience (PDE) and emotions on relationship quality in the chain restaurant industry. The research includes PDE and emotions as the predictors of relationship quality and loyalty as the consequence. Hence, a conceptual framework of relationship quality expanded with PDE, emotions and loyalty construct is proposed. The present paper hypothesized emotions as the predictor of relationship quality in achieving customer loyalty where it also further discusses the relationship between PDE and emotion. Relationship quality is constructed of three dimensions (i.e. trust, satisfaction and commitment) where PDE consist of five attributes (i.e. price, food quality, service quality, location and environment). Emotions are constructed by both positive and negative emotions. The present paper hopes to provide managers in services, particularly those in the restaurant industry, relevant information to assist in improving their relationship marketing programs.
References
Aali, S., Ibrahimi, A., Mirabi, V. R., Zare, S. (2014). Effects of Relationship Marketing Strategies on Customer Responses in Iran's Banking Industry: Role of Mediator the Relationship Quality. Research Journal of Recent Sciences, Vol. 3(5), 43-54.
Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
Andaleeb, S. S., and A. Caskey. (2007). Satisfaction with food services: Insights from a college cafeteria. Journal of Foodservice Business Research 10 (2): 51-65.
Auty, S. (1992). Consumer choice and segmentation in the restaurant industry. Service Industries Journal 12 (3): 324-39.
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
Berry, L. L., & Parasuraman, A. (1991). Marketing Services: Competing Through Quality. New York:: The Free Press.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing 56 (2): 57-71.
Brun, I., Rajaobelina, A., Ricard, L. (2014). Online relationship quality: scale development and initial testing. International Journal of Bank Marketing, Vol. 32 No. 1, 5-27.
Burns, D. J., & Neisner, L. (2006). Customer satisfaction in a retail setting: The contribution of emotion. International Journal of Retail &
Distribution Management, 34(1), 49-66.
Chow, I. H., V. P. Lau, T. W. Lo, Z. Sha, and H. Yun. (2007). Service quality in restaurant operations in China: Decision and experiential-oriented perspectives. International Journal of Hospitality Management 26 (3): 698-710.
Clore, G. L., Wyer, R. S., Dienes, B., Gasper, K., Gohm, C., & Isbell, L. (2001). Affective feelings as feedback: some cognitive consequences. In L. L. a. C. In Martin, G. L. (Ed.), Theories of Mood and Cognition: a user's Handbook. Mahwah, NJ: Lawrance Erlbaum Associates.
Eiriz, V., & Wilson, D. (2006). Research in relationship marketing: Antecedents, traditions and integration. European Journal of Marketing, 4(3/4), 275-291.
Frijda, N. (1993). Mood, emotion episodes and emotions. In M. Lewis & J. M. Haviland (Eds.), Handbook of Emotions (pp. 381- 403). New York, N.Y: Guilford.
Gounaris, S. P., and K. Venetis. (2002). Trust in industrial service
relationships: Behavioral consequences, antecedents and the moderating effect of the duration of the relationship. Journal of Services Marketing 16 (7): 636- 55.
Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
Hart, S., Smith, A., Spark, L., & Tzokas, N. (1999). Are loyalty schemes a manifestation of relationship marketing? Journal of Marketing Management, 15(6), 541-562.
Hyun, S. (2010), “Predictors of relationship quality and loyalty in the
chain restaurant industryâ€, Cornell Hospitality Quarterly, Vol. 51 No. 2, pp. 251-67.
James, W. (1890). Principles of Psychology. New York: Holt.
Johns, N. (1999). The meal experience: a matter of signs?
Hospitality Review 1 (4), 50–54.
Kivela, J., R. Inbakaran, and J. Reece. (1999). Consumer research in the restaurant environment, part : A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management 11 (5): 205-22.
Kivela, J., R. Inbakaran, and J. Reece. (2000). Consumer research in the restaurant environment, part 3: Analysis, finding and conclusions. International Journal of Contemporary Hospitality Management 12 (1): 13-30.
Knight, A. J., M. R. Worosz, and E. C. D. Todd. (2007). Serving food safety: Consumer perceptions of food safety at restaurants. International Journal of Contemporary Hospitality Management 19 (6): 476-84.
Kotler, P., Bowen, J.T. (1996). Marketing for Hospitality and Tourism. Prentice-Hall, Upper Saddle River,NJ.
Krampf, R., Ueltschy, L., & Amico, M. (2003). The contribution of emotion to consumer satisfaction in the service setting. The Marketing Management Journal, 13(1), 32-52.
Ladhari, R., I. Brun, and M. Morales. (2008). Determinants of dining
satisfaction and post-dining behavior intentions. International Journal of
Hospitality Management 27 (4): 563-73.
Liljander, V., & Strandvik, T. (1997). Emotions in service satisfaction. International Journal of Service Industry Management, 8(2), 148-169.
Moorman, C., Zaltman, G., & Deshpanede, R. (1992). Relationship
between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-329.
Murphy, P., M. P. Pritchard, and B. Smith. (2000). The destination product and its impact on traveler perceptions. Tourism Management 21 (1): 43-52.
Namin, A. (2017). Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70- 81.
Naoui F. B. & Zaiem I. (2010). The impact of relationship quality on client’s loyalty: An application in the parapharmaceutical industry.
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 4 No. 2, 137-156.
Noon, B. M., Kimes, S. E., & Renaghan, L. (2003). Integrating
customer relationship management and revenue management: A hotel
perspective. Journal of Revenue Management and Pricing Management,
(1), 7-21.
Palmatier, P., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(October), 136-156.
Palmer, A. (2000). Principles of Marketing. New York, N.Y: Oxford
University Press.
Petzer D. F., De Meyer C. F., Svari S. & Svensson G. (2012). Service receivers’ negative emotions in airline and hospital service settings。Journal of Services Marketing 26/7，484–496.
Rahman, M. A., & Kamarulzaman, Y. (2015). The influence of relationship quality in the context of outsourcing relationships in the Malaysian hotel industry. International Journal of Applied Business and Economic Research Vol. 13, No. 5, 3379-3392.
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of
relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169-196.
Schachter, S., & Singer, J. E. (1962). Cognitive, social and psychological determinants of emotional states. Psychological Review, 69(5), 379-399.
Shammout, A. B., Evaluating an Extended Relationship Marketing Model for Arab Guests of Five-Star Hotels. A thesis submitted for the degree of Doctor of Philosophy, Victoria University, Melbourne (2007).
Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing in consumer market: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
Smith, B. (1998). Buyer-seller relationship: Bonds, relationship
management, and sex type. Canadian Journal of Administrative Sciences, 15(1), 76-92.
Soriano, D. R. (2002). Customers’ expectations factors in restaurants: The situation in Spain. International Journal of Quality and Reliability Management 19 (8/9): 1055-68.
Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5), 223-229.
Walls, S. (2003). Relationship marketing: The dyadic bonding
experience between a consumer and a company. Unpublished doctoral
dissertation, The University of Tennesse, Knoxville.
Wang, W., Liang, C., & Wu, Y. (2006). Relationship bonding tactics, relationship quality and customer behavioural loyalty-behavioural sequence in Taiwan's information service industry. Journal of Service Research, 6(1), 31-57.
Wearne, N., Morrison, A. (1996). Hospitality Marketing. ButterworthHeinemann, Oxford.
Wong, A. (2004). The role of emotional satisfaction in service
encounter. Managing Service Quality, 14(5), 365-376.
Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management, 30(1), 34-50.
Woo, K., & Ennew, C. T. (2004). Business-to-business relationship quality: An IMP interaction-based conceptualisation and Measurement.
European Journal of Marketing, 38(9/10), 1252-1271.
