Customer Brand Personality, Dining Experience, and Satisfaction at Luxury Hotel Restaurants

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Tourism and Services Pub Date : 2022-06-30 DOI:10.29036/jots.v13i24.278

T. Ismail, M. Zahari, M. Hanafiah, K. Balasubramanian

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引用次数: 4

Abstract

The study’s primary purpose is to investigate customer brand personality’s effect on their dining experience and satisfaction at luxury hotel restaurants in Malaysia. Also, this study tests the mediation effect of dining experience on the brand personality and satisfaction interrelationship. A structured survey gathered empirical data from 482 luxury hotel restaurant customers. The AMOS software evaluated the research model using structural equation modelling (SEM). This study verifies that customer brand personality positively and significantly affects their dining experience and eventually influences their satisfaction with the luxury hotel restaurant services. The study findings suggest that dining experience significantly mediates the relationship between customer brand personality and satisfaction. As the brand personality concept has received considerable attention within the current business realm, these results are interesting for restaurant managers and business owners. Besides enriching the literature, this study provides essential theoretical and practical significance for restaurant owners to gain a competitive advantage through dining experience and customer brand personality characteristics.

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豪华酒店餐厅的顾客品牌个性、用餐体验与满意度

本研究的主要目的是调查马来西亚豪华酒店餐厅顾客品牌个性对其用餐体验和满意度的影响。此外，本研究还检验了用餐体验对品牌个性和满意度相互关系的中介作用。一项结构化调查收集了482名豪华酒店餐厅顾客的经验数据。AMOS软件使用结构方程建模（SEM）对研究模型进行了评估。本研究验证了顾客品牌个性对其餐饮体验的正向显著影响，并最终影响其对豪华酒店餐饮服务的满意度。研究结果表明，用餐体验在顾客品牌个性和满意度之间具有显著的中介作用。由于品牌个性概念在当前商业领域受到了相当大的关注，这些结果对餐厅经理和企业主来说都很有趣。除了丰富文献外，本研究还为餐馆老板通过用餐体验和顾客品牌个性特征获得竞争优势提供了重要的理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.80

自引率

16.70%

发文量

期刊介绍： Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.