BMO 6630: Analysis of Dining Consumption in Restaurant Context

This literature review examines the concept of dining consumption in restaurants, drawing from four academic articles to analyze customer satisfaction, behavioral intentions, and the overall dining experience. It explores the progression of the theory, common themes such as the relationship between customer satisfaction and loyalty, and different themes including the impact of restaurant stimuli and the role of customers in the value chain. The review also addresses study limitations across quantitative, qualitative, and mixed-methods research designs, and discusses future research directions proposed in the articles, such as improving customer loyalty by affecting customer emotions and enhancing customer experience through value co-creation. Desklib offers a platform to explore more solved assignments and past papers.

Running head: DINING CONSUMPTION IN RESTAURANT
DINNING CONSUMPTION IN RESTAURANT
Name of Student
Name of the University
Author Note

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Articles
Conceptual
article
Article1:
https://www.researchgate.net/publication/320755388_A_Conceptual_Paper_on_t
he_Experiential_Dining_in_Theme_Restaurants
Quantitative
article Article 2:
https://www.academia.edu/12702082/
A_Study_of_Restaurant_Image_Attributes_that_Influence_Customer_Choice
Qualitative
article Article 3:
https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=6013&context=etd
Mixed article
Article 4:
hura.shu.ac.uk/11049/1/Chen%20IJCHM-The%20effects%20of%20luxury
%20restaurant%20environments%20on%20diners%20emotions%20and
%20loyalty%20%28accepted%29.pdf

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Figure 1: Template for articles
Source: (Created by author)

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Brief summary of the theory and discussion of progression in the field
The main purpose of the food service industry is to make customers a part of value chain
by providing them with the best quality gods and services and for this reason the industry tries to
carry out various innovations (Erkmen and Hancer 2018). The customers choose restaurant for
dining consumption dependent upon image attributes of the restaurant. Quality of services plays
an important role in determining the customer’s satisfaction in dining consumption. The dining
experience of the customers is affected by different factors. These can be divided into five main
factors- physical environment, food quality, quality of service, fairness of price and social
interaction. There are various types of behavioral manifestations of the consumers before the
dining experience, while they experience dining consumption and after the experience. The
concept of customer satisfaction can be understood in relation to customer satisfaction, loyalty,
behavioral intentions and others (Hwang and Seo 2016). Consumers select luxury hotels for
dining purpose in order to fulfill their basic needs. However, their selection of hotels depends on
various factors and consumer loyalty is a part of the same and they are also affected by their
emotions. The restaurants stimuli influence the attitude of the consumers whether it is positive or
negative and this further affects their loyalty. Customers have different levels of expectation and
therefore they act differently to different stimuli’s of the hotel or restaurant. There is a
correlation between the customer’s satisfaction and loyalty. When a customer is satisfied the
chances of the customers revisiting a restaurant increase and due to these revisits the loyalty of
the consumers increases. It was seen through the various researches that quality of service was
the main factor in determining the customers satisfaction and after that the food quality was a

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factor, comfort and ambience were also found to be factors determining and affecting the
customer satisfaction (Jin, Line and Ann 2015).
Discussion on common themes across all the four articles
All the four articles discussed about dining consumption context and experience and its
relation to customer satisfaction (Kandampully, Zhang and Jaakkola 2018). According to one
study, it was found that restaurants stimuli affects the diners attitude and this was found through
both quantitative and qualitative research methods and from the research it was found that the
attitudes of the consumers affect their loyalty toward the restaurant and helps in improving their
dining experience. It was also found from the research that their expectation affects their
satisfaction. Another study found that the restaurant image attributes affects the selection of
restaurant for the employees that depends in the customers loyalty. Other study made application
of the service-dominant logic in order to understand the customer co-creation behavior. It was
found that there is customer’s perception determines the innovativeness of the foods and services
in the restaurant context. From the study it was found that there exists co-relation between the
customer satisfaction, restaurant innovativeness, customer’s loyalty and customer’s co-creation
behavior. It was understood that innovativeness of the restaurant affects the satisfaction of the
customers which further helps in customer’s value creation. In one of the study, it was found that
consumers value prefer those restaurants which provides them value for their money or in other
words those restaurants are preferred by the consumers which provides the, satisfaction and they
provide utility for the same (Ladhari, Brun and Morales 2008). According to one study, there
exist different gaps in service quality because there is difference between what the customer
expect and what the management thinks the customers expect, there can be gaps when the

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company cannot meet the expectation of the customers. Therefore from all of the above studies it
can be found that there is a common theme of relatedness of customer satisfaction and customer
loyalty. When a customer is satisfied the chances of their revisiting a restaurant increase and as a
result the customer’s loyalty increases.
Discussion on different themes across the articles
The first article discusses about the concept of the customer satisfaction in terms of the
restaurant and dining experience of the customers and it is therefore the main focus of the entire
study. There are various factors affecting the same and these include: food quality, quality of
service, price fairness, the physical environment and the social interactions between the people
are the different factors that affect the dining experience of the customers. All these factors are
combined in order to achieve customer satisfaction and to create a relationship between the
customer satisfaction and pleasure of customers. In one of the article the main objectives was to
show the factors leading to their dining experience and so in this article the main focus is on the
stimuli of the restaurant and the way it affects the attitude of the customers. In another study, the
main focus was on making the customers a part of the value chain process (Hussein 2018). This
study aims at making customers a part of the value chain proves through innovativeness of the
restaurants and makes use of the service-dominant logic. Another study focused on the image
attributes of the restaurant in determining the restaurant selection (Kim et al. 2019). Therefore
from the above discussion it can be understood that there was difference in the main objectives
of the various articles.

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Discussion on the study limitation and how these limitations differ across
various research designs
In case of quantitative research method, there is improper presentation of the sample
population that makes it difficult for the researches to achieve the aim and objectives of the
research. There is lack of resources in case of data collection for quantitative methods and as a
result are not accurate. Sometimes the sample populations with which the surveys are to be
conducted are influenced by various factors and people in the environment then the result is a
biased one. In case of qualitative research interviews were conducted with the people and it was
a time taking process and therefore a lot of time of the individual is wasted in the interview
process. Interviews contain open ended questions and hence the answers cannot be verified by
the researchers. The concepts explained in the articles deviated in many cases. For instance the
aim of the paper was to understand the dining experience and then the paper stated discussing
about the culture of the different people of the location.
Future direction of research
The article on experiential dinning in theme restaurants discusses about the factors that
affect the customer’s decision of selection of restaurant and factors affecting their satisfaction.
This concept can be used for further research to find out other related factors that affect their
level of satisfaction and the way it can be improved. The article on restaurant image attributes
that influence customer choice discusses about how the restaurants image affects the choice of
customers and this concept can be used by restaurants to improve their image in front of the
customers. Another article has discussed about how luxury restaurants environment affect the
diners emotion and loyalty and therefore it can be used in future to improve the customer’s

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loyalty by affecting the customer’s emotions. Another research is aimed at understanding the
customer value co-creation for improving their dining experience and this research can be used
for the purpose of further research and this concept can also be used by other restaurants that
wish to improve its customer’s experience.

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References
Erkmen, E. and Hancer, M., 2018. Creating value for restaurant customer: The role of other
customers in dining experience. In Tourist Behavior (pp. 157-171). Springer, Cham.
Hussein, A.S., 2018. Effects of Brand Experience on Brand Loyalty in Indonesian Casual Dining
Restaurant: Roles of Customer Satisfaction and Brand of Origin. Tourism and hospitality
management, 24(1), pp.119-132.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of Contemporary
Hospitality Management, 28(10), pp.2218-2246.
Jin, N., Line, N.D. and Ann, S.H., 2015. The full-service dining experience: An assessment of
the generation-specific determinants of customer loyalty. Journal of Foodservice Business
Research, 18(4), pp.307-327.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International Journal
of Contemporary Hospitality Management, 30(1), pp.21-56.
Kim, S., Ham, S., Moon, H., Chua, B.L. and Han, H., 2019. Experience, brand prestige,
perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT
customers. International Journal of Hospitality Management, 77, pp.169-177.
Ladhari, R., Brun, I. and Morales, M., 2008. Determinants of dining satisfaction and post-dining
behavioral intentions. International Journal of Hospitality Management, 27(4), pp.563-573.

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Ong, C.H., Lee, H.W. and Ramayah, T., 2018. Impact of brand experience on loyalty. Journal of
Hospitality Marketing & Management, 27(7), pp.755-774.