Dining Consumption in A Restaurant Context Research Paper 2022

Running head: DINING CONSUMPTION IN A RESTAURANT CONTEXT
BUSINESS RESEARCH METHODS: DINING CONSUMPTION IN A RESTAURANT
CONTEXT
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DINING CONSUMPTION IN A RESTAURANT CONTEXT1
The purpose of this paper is to undertake a review of the topic of “Dining Consumption
in a Restaurant context” through the usage of seven peer-reviewed articles. The authors of the
articles are (1) Bruwer, Cohen and Kelley, (2) Song and Qu, (3) Lu and Chi, (4) Gan, Ferns, Yu
and Jin, (5) Erkmen and Hancer, (6) Schjøll and Alfnes and (7) Clauzel, Guichard and Riché.
Brief summary of the theory and discussion of progression in the field
Bruwer, Cohen and Kelley (2019) in their article focus on the need for the restaurants to
take the help of different kinds of engagement activities which in turn would enable them to
enhance the satisfaction of the diners. This is important since it will loyalty of the customers
greatly depends on the kind or the nature which are being offered by the restaurants and also the
level of satisfaction of the diners with these services. In this regard, Bruwer, Cohen and Kelley
(2019) state that wine interaction is an important construct through the restaurants can enhance
the interaction among the diners and thereby satisfaction of the diners. Furthermore, it had been
seen that post the publication of this article the different restaurants are taking the help of
different kinds of engagement activities like stand-up comedy, karaoke and others for the
purpose of attaining the same goal. On the other hand, Song and Qu (2017) state that the
emotions play a pivotal role in enhancing the satisfaction level of the diners which in turn is
being influenced by “hedonic value” and also the quality of the services that are being offered by
the restaurants to the diners. In this relation, it needs to be said that the aspect of service quality
had been the focus of the different restaurants since the traditional times however it is not
recently that the restaurants are focusing on the aspect of “hedonic values”.
Gan et al. (2017) in their articulate the importance of the online reviews left by the
customers and the impact that it had on the decision making process of the customers. In this

DINING CONSUMPTION IN A RESTAURANT CONTEXT2
relation, Gan et al. (2017) the reviews left by the customers over the different social media
platforms influence the decision of the customers whether to opt for the services offered by a
particular restaurant or not and this is perhaps one of the major reasons why the different
restaurants are in the present times trying to maintain a positive image over the various social
media platforms for the purpose the decision making process of the customers in the best
possible manner. However, Lu and Chi (2018) the customers in the present times have become
very concerned regarding the kind of food that they eat or become more health conscious and
thereby they generally like to consume organic food. This is a recent trend and thereby is not
many restaurants which offer organic food. Thus, it becomes important for the restaurants to take
into trend into account for the purpose of enhancing the satisfaction of the customers.
The article of Erkmen and Hancer (2019) focus on the manner in which the restaurants
need to establish effective relationship with their customer. Furthermore, the authors suggest that
for the attainment of this end the restaurants need to take the help of different kinds of
engagement activities, improve their brand image, enhance brand trust of the customers and
others. Adding to this, Schjøll and Alfnes (2017) have stated that for the purpose of establishing
effective relationship with the customers, the restaurants need to take into account their food
preferences. Lastly, Clauzel, Guichard and Riché (2019) have noted that the aspect of customer
satisfaction or experience is also influenced by the size of the restaurants or for that matter the
number of customers who dine there.
Discussion of common themes
A brief summary of the seven articles clearly indicates the fact that the focus of all the
articles is on the aspect of customer satisfaction and also the manner in which the restaurants