Effect of Experiential Value on Customer Satisfaction with Service Encounters in Luxury-Hotel Restaurants

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International Journal of Hospitality Management 28 (2009) 586–593

Contents lists available at ScienceDirect

International Journal of Hospitality Management
journal homepage: www.elsevier.com/locate/ijhosman

Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants Cedric Hsi-Jui Wu a, Rong-Da Liang b,*
a b

Department of Business Administration, National Dong-Hwa University, Hualien county, Taiwan Department of Marketing and Logistics Management, National Penghu University, Penghu County, Taiwan



Keywords: Experience marketing Service encounter factors Experiential value Consumer satisfaction

Exactly how the restaurant industry creates good quality service experiences has attracted the attention of scholars and practitioners. Some scholars advocate creating high quality service encounters to enhance customer satisfaction. However, recent research has not examined hotel restaurant service, and a detailed understanding of its potential effects on the customer meal experience and customer satisfaction is needed. Consequently, this study of service encounters and restaurant consumer behavior constructed a comprehensive framework via a literature review. Empirical data were collected by a questionnaire distributed to luxury-hotel restaurant customers. The empirical results indicated that restaurant environmental factors and interactions with service employees and other consumers positively influence the consumer experiential value. Additionally, only interactive relationships with service employees directly and positively affect consumer satisfaction. Restaurant environment factors and interactions with other consumers indirectly and positively influence consumer satisfaction through experiential value. Finally, with respect to marketing and development initiatives, the results of this study can help improve the physical attractiveness of the examined luxury-hotel restaurants. Crown Copyright ß 2009 Published by Elsevier Ltd. All rights reserved.

1. Introduction Exactly how the restaurant industry provides high quality lodging and food experiences has attracted the attention of ´ scholars and practitioners (Davis and Vollmann, 1990; Dube et al., 1994; Jensen and Hansen, 2007). Once consumers are satisfied with a service and its associated products, they become more likely to re-purchase or shop, which then increases company profits (Gupta et al., 2007; Heskett et al., 2004). Scholars have explored many different perspectives of how customer satisfaction is achieved by meeting customer needs. For instance, Sulek and Hensley (2004), in a survey of 239 service staff in a full-service restaurant in the southeastern United States, found that food quality, restaurant atmosphere and fairness and efficiency of seating procedures significantly influence customer satisfaction. Additionally, service quality, personnel response, food price and convenience directly influence customer satisfaction with their ´ meal experience (Dube et al., 1994; Robson, 1999; Sulek and Hensley, 2004). Marketing scholars have also postulated that customer service encounters instill good customer impressions of a company (e.g.,

* Corresponding author. E-mail address: austra@ms53.url.com.tw (R.-D. Liang).

Grove et al., 1998). Customer service encounters are defined as the lasting personal impressions that customers receive upon first encountering a product, service and/or company, which they hopefully take with them and communicate to others (Pine and Gilmore, 1998, 1999; Poulsson and Kale, 2004). Customer service encounters can also provide basic information about customer preference, and businesses can use this information to improve their service. In the literature on customer service encounters, Shieh and Cheng (2007) analyzed several studies of the relationship between user experience and satisfaction; Keng et al. (2007) studied the relationships...
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