Restaurant Servicescape, Service Encounter, and Perceived Congruency on Customers’ Emotions and Satisfaction

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Journal of Hospitality Marketing & Management
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Restaurant Servicescape, Service Encounter, and Perceived Congruency on Customers' Emotions and Satisfaction Ingrid Y. Lin & Anna S. Mattila
a a b

School of Travel Industry Management, University of Hawaii at Manoa, Honolulu, Hawaii, USA b

School of Hospitality Management, The Pennsylvania State University, University Park, Pennsylvania, USA Published online: 15 Oct 2010.

To cite this article: Ingrid Y. Lin & Anna S. Mattila (2010): Restaurant Servicescape, Service Encounter, and Perceived Congruency on Customers' Emotions and Satisfaction, Journal of Hospitality Marketing & Management, 19:8, 819-841 To link to this article: http://dx.doi.org/10.1080/19368623.2010.514547

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Journal of Hospitality Marketing & Management, 19:819–841, 2010 Copyright © Taylor & Francis Group, LLC ISSN: 1936-8623 print/1936-8631 online DOI: 10.1080/19368623.2010.514547

Restaurant Servicescape, Service Encounter, and Perceived Congruency on Customers’ Emotions and Satisfaction INGRID Y. LIN
School of Travel Industry Management, University of Hawaii at Manoa, Honolulu, Hawaii, USA

ANNA S. MATTILA
Downloaded by [80.42.92.22] at 10:31 12 May 2013
School of Hospitality Management, The Pennsylvania State University, University Park, Pennsylvania, USA

This study examines the relative impact of physical surroundings and customer-employee interactions on customers’ emotions and satisfaction. A field study was conducted in an actual restaurant setting. Subjects were interviewed at the end of the meal and asked to complete a survey instrument. Results indicate that both the servicescape and the service encounter influence pleasure and satisfaction. In addition, perceived congruency (i.e., matching the restaurant theme with food served, and matching the exterior look with the interior décor) had a positive impact on pleasure level, while such impact on arousal was minimal. Further, perceived congruency and pleasure had a joint impact on satisfaction. Managerial and future research implications are reported and discussed. KEYWORDS Arousal, pleasure, satisfaction, service encounter, servicescape

INTRODUCTION
In order to be successful, restaurant operators need to create a pleasant servicescape and provide excellent service to their customers. The servicescape is the physical environment of a service organization where the Address correspondence to Ingrid Y. Lin, PhD, School of Travel Industry Management, University of Hawaii at Manoa, 2560 Campus Rd., George Hall 220, Honolulu, HI 96822, USA. E-mail: ilin@hawaii.edu 819

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I. Y. Lin and A. S. Mattila

service transaction occurs; it is composed of numerous elements such as the color, music, scent, and layout and...
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