engleski

The influence of perceived quality on emotions and behavioral intentions in restaurants: Application of PLS-SEM

Studies about service quality, image, and customers’ behavioral intentions in restaurant industry gained increasing intentions in the last few years. There is a limited number of studies that investigate the role of emotions on behavioral intentions in restaurants. To fill the gap in literature, this study aims at investigating the relationship between perceived quality (food quality, atmospherics, and service quality), positive and negative emotions, and behavioral intentions in restaurants during a gastro festival. This study used extended Mehrabian-Russell’s Stimuli Organism-Response model proposed by Jang and Namkung (2009). Data for this study was collected in restaurants involved in the “14. Festival of Asparagus” during April 2014. Based on convenience sampling, 195 questionnaires were received. Partial least squares based structural equation modeling (PLS-SEM) was used to analyze the collected data and the findings show that restaurant atmosphere and service quality significantly influenced positive emotions while food and service quality positively effect on behavioral intentions. This study makes an important contribution to theory and practice. It provides useful information to restaurant managers about attributes of perceived quality that needs more attention (e.g., food quality, atmospherics, service quality) in order to increase positive behavioral intentions.

food quality; emotions; behavioral intentions; restaurant industry; partial least squares (PLS)

nije evidentirano