How dissimilarity attributes at restaurants trigger negative emotions and associated behavioral intentions: the role of attribute performance
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 18 November 2022
Issue publication date: 1 December 2023
Abstract
Purpose
Consumers' perceptions of different aspects pertaining to servicescape and social servicescape at restaurants have received little consideration in the hospitality literature. To fill this gap, the authors develop a model that conceptualizes and empirically examines the impact of dissimilar attributes in restaurants on the development of negative emotions and the influence of negative emotions on consumers' dissatisfaction, which in turn determines consumers' behavioral intentions.
Design/methodology/approach
The authors used the moderating impact of restaurant attribute performance to support the link between negative emotions and dissimilar attributes. To achieve the study's goals, the authors conducted two investigations, Study 1 and Study 2, in Bangladesh and China, respectively. For study 1, 600 data were obtained from local Bangladeshi consumers, while for study 2, 396 foreign customers in China were surveyed. The collected data were examined by using Structural Equation Modeling (SEM) approach. The authors utilized IBM Analysis of Moment Structure (AMOS), version 24.0.
Findings
Both studies 1 and 2 found that dissimilar restaurant attributes had significant positive effects on the development of negative emotions, positive effects of negative emotions on consumer dissatisfaction and a positive influence of consumer dissatisfaction on consumers' behavioral intentions. Results of both studies 1 and 2 also showed that restaurant attributes performance positively moderate the relationships between dissimilar attributes and negative emotions.
Practical implications
The study's empirical results contribute to the body of knowledge in the domains of tourism, consumer psychology and consumer behavior. The study's findings can assist restaurant managers in better understanding how different features related to the servicescape and social servicescape dimensions cause unpleasant emotions and, as a result, influence consumer behavioral intentions.
Originality/value
No preceding research has looked at the link between dissimilar features and negative emotions in the restaurant setting to the authors' knowledge. Also, no previous research has looked at the moderating consequence of restaurant attributes in the association between dissimilar attributes and negative emotions. This research aims to fill those knowledge gap.
Keywords
Citation
Sultana, M.S., Niu, X. and Hossain, M.S. (2023), "How dissimilarity attributes at restaurants trigger negative emotions and associated behavioral intentions: the role of attribute performance", Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, pp. 2199-2221. https://doi.org/10.1108/JHTI-03-2022-0115
Publisher
:Emerald Publishing Limited
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