Creating Value for Restaurant Customer: The Role of Other Customers in Dining Experience

Abstract

The purpose of this chapter is to understand the different roles of different dining experience attributes in creating value for restaurant customers. This research is one of the first study to examine the role of other customers as a part of dining experience along with other restaurant satisfaction attributes to better understand value creation in restaurant industry. A conceptual model is proposed and tested to investigate the different effects of restaurant attributes on creating value as well as behavioral intentions by adopting multidimensional conceptualization of consumer perceived value. A quantitative research design performing structural equation modeling is used to test series of linear relations between study constructs. Data were collected from customers of a restaurant group, which operates different restaurant brands in Istanbul. The findings supported the sequential link of restaurant attributes-customer value and behavioral intentions. The results also identify other customers as being part of dining experience in creating value. Moreover, this chapter also confirms that different restaurant attributes satisfy different needs of restaurant guests in creating overall perceived value and affecting future behavioral intentions.