Valuation of customers’ service quality, affective, sensory experience and entertainment to behavioral intention

Abstract

This study explores the impact of distinct characteristics of theme restaurants on service quality and behavioral intentions. As the unique attributes of themed restaurants continue to gain in popularity, this study gathered data from a face-to-face survey of 776 diners who visited various themed restaurants across different regions of Taiwan. The study validated the evaluation of customers’ service quality, affective experience, sensory experience, and entertainment in relation to behavioral intention within a proposed conceptual model, which was then tested using covariance-based structural equation modeling (CB-SEM) analysis. The findings reveal that affective experiences, the perception of entertainment and the sensory experience mediate between service quality and behavioral intention. Furthermore, the study underscores that the perception of a servicescape acts as a moderating factor influencing the associations between service quality and sensory experience, thereby reinforcing the links between affective experience and behavioral intentions. The study's robustness is confirmed by implementing alternative models. The final section of the study discusses both theoretical and managerial implications derived from these outcomes.

Keywords:

• affective
• entertainment
• five senses
• service quality
• behavior intention
• servicescape

Disclosure statement

No potential conflict of interest was reported by the author(s).