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Effect of the Creating of Hotel Restaurant's Dinning Place on the Customers Emotional Response and Behavior Intension  

Ahn, Hyung-Sang (Dept. of Food Service & Restaurant Management, Dong-eui University)
Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University)
Publication Information
Culinary science and hospitality research / v.21, no.1, 2015 , pp. 116-128 More about this Journal
Abstract
This study examined customers from restaurants in hotels in the Busan and Gyeongnam region, South Korea, to confirm if dinging area decoration has any indirect effect on behavioral intention via customer emotional response and the mediating effects of customer emotional response in order to provide the basic materials of marketing strategies for continued customer visit to the hotel restaurants. The implications of the study are summarized as follows: First, if restaurant space is designed in consideration of gustatory, visual, auditory, tactile, and olfactory aspects, it becomes a reason for customers to re-purchase and spread good words of mouth. Second, restaurant food space should be designed to make customers pleasant and exciting. Third, the design of food restaurant design that induces customer emotional responses elevates customer re-purchase and intention to deliver words of mouth.
Keywords
hotel restaurant; restaurant design; customer emotional response; behavior intension;
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