Ethnic Restaurants: Consumption Emotions and Customer Satisfaction

This report summarizes a research article published in the International Journal of Hospitality Management, investigating the mediating role of consumption emotions in ethnic restaurants. The study examines how positive and negative emotions influence customer satisfaction, considering both hedonic and utilitarian values. The research uses structural equation modeling to analyze data from an online survey, primarily focusing on Asian restaurants. Findings indicate that utilitarian value directly impacts consumption emotions and customer satisfaction, while hedonic value indirectly affects satisfaction through positive emotions. The study emphasizes the importance of understanding emotional responses in the restaurant industry, particularly in the context of ethnic dining experiences where hedonic aspects are crucial. The research also highlights the need for ethnic restaurant marketers to consider the role of consumption emotions in developing effective business strategies, aiming to enhance customer satisfaction and loyalty. The study contributes to the understanding of the relationship between perceived value, consumption emotions, and customer satisfaction, with implications for the broader hospitality industry.