Antecedents of customer satisfaction in fine dining restaurants: mediating role of eWOM between satisfaction and brand image.

Abstract

The goal of this research is to identify and investigate determinants that influence consumer satisfaction in fine dining restaurants. Further, it also strives to determine the role of electronic word of mouth (E-WOM) as a mediator between customer satisfaction and brand image. Data was collected using a self-administered questionnaire and non-probability convenience sampling was adopted. Structural equation modelling has been used to establish the relation between variables with 254 samples from dining customers. For consumers dining in fine dining restaurants, customer satisfaction is determined through food quality, perceived value and physical environment. Further, E-WOM arbitrates the connection between consumer satisfaction and brand image. The study provides useful information to restaurants to serve their consumers better. Competition among restaurants is growing due to growth in numbers. Hence, restaurants must maintain strong relationship with customers to ensure service excellence because the quality of customer-restaurant relationship can influence E-WOM intentions. It is a pioneer study examining the mediating effect of E-WOM between consumer satisfaction and brand image in fine dining restaurants. Researchers will find this study to be a beneficial addition to E-WOM literature, particularly in the context of fine dining restaurants.