Consumer perceptions and emotions about sanitation conditions in full-service restaurants

ABSTRACT

Sanitation is one of the most important factors for consumers when they consider where to eat. Little research has been conducted on the emotional responses that consumers have to sanitation conditions. This study determined that five sanitation dimensions (food handling, dining room experience, exterior, restrooms, and employees) and five positive and negative emotions are relevant to consumers’ sanitation reactions. Results identified the most important sanitation dimension in full-service restaurants and showed that consumers use tangible sanitation conditions (restrooms and employees) in their perceptions of sanitation in full-service restaurants. Theoretical and practical implications are also discussed.

KEYWORDS:

• Atmospherics
• consumer perception
• emotion
• full-service restaurant
• sanitation conditions