Consumer satisfaction and dissatisfaction of upscale restaurant dining: A two dimensional approach.

摘要

Dining out is one of the most popular leisure activities in developed countries. A review of the studies on consumer satisfaction and dissatisfaction (CS/D) in restaurant dining indicates that the majority of restaurant management literature deals with the product/service dimension of restaurant dining and that the leisure dimension of restaurant dining has not been explored. This study was approached with a desire to combine the knowledge from leisure, tourism, marketing, and service management in order to add to the body of knowledge in restaurant management.; An analysis of an empirical test of the satisfaction disconfirmation model in an upscale restaurant was conducted. The emphasis was on the impact of perceived product/service and leisure disconfirmations on CS/D with upscale restaurant dining. Initially, thirteen product/service attributes were identified through in-depth literature review and consequently nine leisure attributes were adapted from Beard and Ragheb's leisure motivation scale (1983).; A self-administered questionnaire was given to 443 customers in an upscale restaurant and 217 questionnaires were returned by mail. It was found that respondents had significantly higher perceived product/service disconfirmation than perceived leisure disconfirmation.; Five factors were identified by factor analysis of the 22 attributes. The results of multiple regression analysis indicated that all the 13 product/service attributes which separated into three factors--food and beverage (F&B), price/quantity, and physical/service--had significant impacts on consumer satisfaction. The nine leisure attributes were identified as two factors--factor leisure one and factor leisure two. Factor leisure one was found to have no significant impact on CS/D. Factor leisure two which includes discover new things, avoid the hustle & bustle of daily activities, and interact with others, was found to relate significantly to consumer satisfaction.; Among the four significant factors, F&B had the highest effect on consumer satisfaction with upscale restaurant dining followed by price/quantity. Compared with the physical/service factor, factor leisure two had a slightly higher effect on consumer satisfaction for upscale restaurant dining.