The Effects of Luxury Restaurant Environments on Diners' Emotions and Loyalty

Running Head: Dining Consumption
Dining Consumption
Name of the Student:
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Author’s Note

1DINING CONSUMPTION
Theoretical implications
There has been several previous researches on hospitality and service management which has
showed consistent support for the idea that positive emotional investment can affect loyalty, but
the same is not true for when the same concerns negative emotions (Wong and Dioko 2013). In
this research the theory that negative emotion may also affect loyalty has been investigated. The
research done by Liu and Jang (2009) is followed here. The result seen has three potential
implications.
Firstly, the Taiwanese cities which were evaluated in this study had quite a number of luxury
dining spots and restaurants and the diners were spoiled for choices when it came to choosing an
establishment to patronize, therefore it is highly unlikely that the restaurant-goers would
recommend any restaurant where they have experienced negative emotions, such as,
disappointment, annoyance, anger, and more. Secondly, Luxury restaurants are expensive when
compared to other types of restaurants. From this perspective, it is less possible that a diner
facing negative emotions in such establishments would recommend them to others. Thirdly, the
study put to use trained interviewers in order to interact with the participants when exiting
restaurant premises, which might have had an influence on the responses. The uni-polar
approach to emotions in this field rather than the traditional Mehrabian-Russell model shows that
just as much as positive emotions, negative emotions also play an important role in influencing
loyalty in customers and that the restaurant as a stimuli affect the emotions (both positive and
negative) of the customers differently. This means negative emotions of customers affect the
emotions of other customers negatively as well (Liu and Jang 2009).

2DINING CONSUMPTION
Quantitative Research Design
In research attempted by Chen, Peng, and Hung (2015), the quantitative research followed the
following survey. The sample size was 111 real diners who reported personally that they are
interested in dining in posh restaurants and this was collected in Taipei and New Taipei Cities.
The sampling method followed to collect the data was purposive in nature. The interviews were
conducted during the dining hours in order to increase the opportunity of meeting participants
who had dined in one of the many luxury dining spots present in the city. The survey was
conducted on a voluntary basis. After the finalization of this survey, 440 participants were
further recruited online and the survey was conducted for a period of six weeks. The previous
method of interviewing diners was followed again. Through the use of interception technique,
trained interviewers selected diners who had finished dining and were leaving the restaurant
premises, where there was a higher chance of the customers being more open about their
opinion, according to research done by King et al.(2010) which stated that the most efficient time
to examine the stimulus effect was either during or immediately after being exposed to it. The
data was sampled from 22 luxury restaurants in Taipei City, Taichung City, Kaohsiung City,
andNew Taipei City’s five-star hotels (Chen, Peng, and Hung 2015).