Impact of Restaurant Experience on Brand Image

Restaurant image is an important factor in Restaurant and hotel industry and it has been studied using different phrases, which include a brand image, company image, and shop image (Dobni and Zinkhan, 1990; Hu and Jasper, 2006; Nguyen, 2006).

According to Kotler, Haider, and Rein (1993), location image is the sum of ideas, thoughts, emotions, feelings, and impressions that people have of an area. Previous studies show the direct results of the social elements and in the service environment on satisfaction, loyalty, word-of-mouth behavior.

In restaurants, image is presented as a vital tool for explaining service quality, which can cause to affect positively satisfaction and future behavioral intentions to return (Kincaid, 2010; Hoare & Butcher, 2008; Namkung and Jang, 2008).

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Gremler and Gwinner, (2000), and the restaurant’s image (Taylor, S. A., and Baker, T. L, 1994; Nguyen & Leblanc, 2002) recommend that after customers increase a positive store image, the image impacts the customers’ future behavior including re-patronage intentions and loyalty behavior.

Bloemer and De Ruyter, 1998; Prendergast.G and Man, H.W. 2002) stated that social elements in the service environment make contributions to the image of the restaurant, therefore in?uencing customers’ behavioral intentions such as trying to stay longer in the restaurant, willingness to spend more money, and recommending the restaurant to others.

Yeejin Jang Lotte and Heejung Ro and Tae-Hee Kim, (2015) based on their research, service employees, other customers, rapport, social crowding have positive and negative effects to restaurant image. From customers` experience, service employees are crucial for a restaurant image because they're commonly the ?rst factor of touch in the provider experience (Nguyen, 2006).

Baker (1994) stated that service employees in the surroundings are considered as the social factors, which include the variety of employees, their showing behaviors, and look, offering cues that customers use for their quality inference and in flip in?uencing store image. Hildebrandt (1988) cautioned that "good staff" becomes a factor of store atmosphere and is related to store the image. Specht, Fitchel, and Meyer (2007) also viewed that customers spontaneously evaluate service encounters on the idea of service employees’ efforts and abilities, perceived through positive behavioral cues that exhibit friendliness, empathy, and attentiveness.

Martin and Pranter (1989) Also the presence of different customers in a service environment can also in?uence one’s satisfaction immediately or circuitously and consequently, different customers are frequently regarded as part of the service environment (Bitner, 1992; Huang, 2008). (Tombs and McColl-Kennedy, 2003) stated that the inclusion of different customers in the hospitality service environment is especially emphasized given that services are frequently accomplished in the presence of different customers.

Extra importantly, different customers aren't simply objecting within an environment but are alternatively individuals who experience offerings and show feelings, and those displayed feelings of different customers can affect the focal customers’ service opinions Hat?eld, Cacioppo, and Rapson, (1994); Jakobs, Fischer, and Manstead, (1997) consequently, we assume that the positive feelings displayed by different customers in the service environment will growth the focal customers’ perceptions of the restaurant image.

Busy restaurant settings or a crowd of customers are a mental state that happens while someone’s demand for area exceeds the supply Stokols, (1972). Machleit (1994) also viewed when the variety of people and items in a given area restricts activities, or when the quantity of environmental stimuli exceeds coping capacities, emotions of crowding can be skilled.

In this conceptualization, Machleit (1994) recommended two dimensions: spatial and social. Spatial crowding concerns to the physical element of crowding given restricted area and is defined as con?ned emotions by customers while social crowding refers to the human factor of crowding and is defined as crowded emotions by customers because of the range of people and their price of social interaction (Harrell et al., 1980; Machleit, 1994).

Although there are probably some conditions wherein a high stage of social crowding can also induce a positive impact on a customer, which includes at night clubs and sports stadiums (Turley and Milliman, 2000). Most preceding studies on service environment display that perceived social crowding impacts customer reviews negatively and report lower degrees of consumer satisfaction (Eroglu and Machleit, 1990; Machleit, Eroglu, and Mantel, 2000), negative emotional responses (Hui and Bateson, 1991), and avoidance behaviors (Newman, 2007). Customers’ perceptions of social crowding have a negative relationship between perceived social crowding and restaurant image.

Customers` rapport has a positive effect on restaurant image and it is described as a clients` perception of having a positive impression with service workers and it includes personal action between two interactants (Gremler and Gwinner, 2000, 2008; Macintosh, 2009). (Hartline and Farrell, 1996; Keng, Huang, Zheng, and Hsu, 2007) in their studies mentioned that friendship and relationship between service workers and clients develop service quality and re-purchase behaviors.

Baker et al. (2002) recommended that social cues of effective interactions between different clients and employees growth interpersonal service quality perceptions of observing clients.

Exciting interactions in the service setting can offer cues of social comfort; a client’s feeling of rest arising from the social interaction with a service employee (Butcher, 2005). Further, Wu and Liang (2009) discovered that tremendous cognition concerning interactions between service employees and clients expanded consumer satisfaction. On this study, perceived rapport refers back to the clients’ notion of positive social interactions between service employees and different clients in the service setting

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