Antecedents and outcomes of dining experience satisfaction in ethnic restaurants: The moderating role of food neophobia

ABSTRACT

This study aims to understand the combined and individual effects of a group of antecedents on customers’ satisfaction with dining experiences in ethnic restaurants, and to understand the effect of experience satisfaction on the tendency to extend the experience. An online survey was administered to 473 customers who had previously dined at an ethnic restaurant in Muscat. The results confirmed the efficacy of the antecedents in influencing experience satisfaction, with the most impactful being communicative staging of the service-scape, followed by authenticity perception, then substantive staging of the service-scape, and finally subjective knowledge. These relationships, apart from authenticity perception, were moderated by the level of food neophobia among customers. In addition, customer satisfaction with the dining experience was positively associated with experience extension intention. This study provides evidence for the importance of the identified factors in influencing customer dining experiences in the context of ethnic restaurants. Theoretical and practical implications have been offered to complement the findings.

本研究旨在了解族群餐饮业顾客对餐饮体验满意度的影响, 以及体验满意度对延伸体验倾向的影响. 对473名曾在马斯喀特一家民族餐馆用餐的顾客进行了一项在线调查. 研究结果证实了前因因素对体验满意度的影响效果, 影响最大的是服务情景的交际阶段, 其次是真实性知觉, 然后是服务情景的实质阶段, 最后是主观知识. 这些关系, 除了真实性的看法, 是缓和的水平, 食品恐惧症的顾客. 此外, 顾客对餐饮体验的满意程度与体验延伸意愿呈显著正相关. 这项研究提供了证据的重要性, 确定的因素在影响顾客用餐体验的背景下民族餐厅. 理论和实践的影响已经提供了补充研究结果.

KEYWORDS:

• Ethnic restaurants
• food neophobia
• service-scape
• authenticity perception
• subjective knowledge
• experience satisfaction
• experience extension