The present paper explores the effect of food quality dimensions (physical environment, food, and services) on mental image of the restaurant and customers' satisfaction and intentions based on Kisang's model (2012). In order to test the hypotheses, Kisang's questionnaire was used whose validity was measured via face validity and reliability was evaluated by means of Cronbach's alpha coefficient. The statistical sample included 208 customers of restaurants in Isfahan province who were selected via simple sampling. The hypotheses were tested by means of structural equations modeling at confidence level 0.95%.
One primary hypothesis and ten secondary hypotheses were proposed through which the effect of qualitative dimensions on mental image, perceived value, and finally customers' satisfaction and intentions was evaluated. The findings disclosed that quality dimensions (physical environment quality, food quality, and service quality) have a positive and significant effect on customer's mental image with regard to the restaurant and customer perceived value. Also, customer's mental image has a reverse effect on customer satisfaction.
Other results revealed that the effect of customer's mental image on perceived value is positive and significant. Moreover, given to the findings, perceived value has a direct effect on customer satisfaction which has a positive and significant effect on customer's after-purchase behavior.
-Auh, S., Johnson, M.D, (2005). Compatibility effects in evaluations of satisfaction and loyalty. Journal of Economic Psychology, No 26, P.P 35-57.
-Deng, Z., Lu, Y., Kee Wei, K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, No. 30, pp: 289–300.
-Duffy Dennis, L (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, Emerald Group, pp. 284–286
-Kisang R, Hye-Rin L, Woo G.K, (2012),"The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions", International Journal of Contemporary Hospitality Management, Vol. 24 Iss: 2 pp. 200 – 223.
-Kisang R, Han, H. (2011). The influence of physical environments on disconfirmation, customer satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants. International Journal of Hospitality Management, Vol. 30 No. 3, pp. 599-611.
-Kisang R, Heesup, H, & Tae-Hee, K (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality -Management, Vol, 27, pp. 459-469
-Luciano M, Federica I, Luisa B, (2013). Customer satisfaction management in Italian banks. Qualitative Research in Financial Markets, Vol. 5 Iss: 2, pp.139 – 160
-Russel-Bennet, R, Mccoll-Kennedy, R. Janet, C, (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, No 60,PP 1253-1260
-Sawhney and Piper (2002). Value creation through enriched marketing-operations interface. Journal of operations management, Vol 20, pp. 259-272.
-Shanker, V., Smith, A.K, Rangaswamy, A, (2003). Customer satisfaction and loyalty in online and offline environment. Journal of marketing, No 20, P.P 153-173.
-So, May W.C. & Sculli, Domenic. (2002). The role of trust, quality, value and risk in conducting e-business. Industrial Management & Data Systems. 9, 503-512
-Suhaimi S, (2011). How Service Quality, Value and Corporate Image Affect Client Satisfaction and Loyalty. The 2nd International Research Symposium in Service Management Yogyakarta, INDONESIA, 26 – 30 July 2011
-Synovate , (2005). AS Index™ Media Information.pp1-9. www.synovate.com
-Tser-yieth C (2005). Price, brand cues and banking customer value. International Journal of Marketing ,Vol 23, No 3 , pp.273-291.
-Vesel, P., &Zabkar, V. (2009). Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of Retailing and Consumer Services, No. 16. pp. 396–406
Copyright: © 2014 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
