Multi-dimensions of patrons' emotional experiences in upscale restaurants and their role in loyalty formation: Emotion scale improvement

Abstract

The main purposes of the present study were to improve and modify an existing emotion scale to increase its efficacy for assessing upscale restaurant customers' emotional experiences, and to develop and test a conceptual model of the relationships among emotion factors, their cognitive antecedents, and direct/indirect outcome variables (satisfaction, trust, commitment, and loyalty intentions). Following a survey of 324 upscale restaurant patrons, results confirmed that the modified and improved consumption emotion measurement has a satisfactory level of reliability, validity, and applicability in an upscale restaurant context. Both qualitative and quantitative approaches were used, and a psychometric procedure for scale improvement/modification was thoroughly followed. Findings also revealed that the hypothesized relationships were generally supported, and the proposed model displayed an excellent fit. The significance of comfort and annoyance was identified, and the mediating roles of study variables were verified.