The effect of design of restaurant on customer behavioral intentions
This study investigates the mechanism by which customers’ affective and cognitive states drive their behavioural intentions towards upscale restaurants. With stimulus-organism-response (SOR) theory as a backbone, two competing mediation scenarios; one-step versus two-step mediation are examined. A d...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2020-02-01
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| Series: | Management Science Letters |
| Subjects: |
| _version_ | 1819268230362955776 |
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| author | Nawras M. Nusairat Qais Hammouri Hamad Al-Ghadir Alaeddin Mohammad Khalaf Ahmad Mohammad Al Haj Eid |
| author_facet | Nawras M. Nusairat Qais Hammouri Hamad Al-Ghadir Alaeddin Mohammad Khalaf Ahmad Mohammad Al Haj Eid |
| author_sort | Nawras M. Nusairat |
| collection | DOAJ |
| description | This study investigates the mechanism by which customers’ affective and cognitive states drive their behavioural intentions towards upscale restaurants. With stimulus-organism-response (SOR) theory as a backbone, two competing mediation scenarios; one-step versus two-step mediation are examined. A dataset of 425 conveniently selected valid responses was used to test the models. Structural equation modelling shows that customer behavioural intentions were better explained by a cognitive-affective mediated model than by one-step mediated model. The results of hypotheses testing reveal the significance of restaurant design in enrichening customers’ cognitive experience, thus, eliciting their affective states, which ultimately affect their behavioural intentions. This paper shows the applicability of the cognitive theory of emotions in explaining restaurant design-customer behavioural intentions relationship. The results also provide insights for restaurant operators on how the design characteristics of their restaurants can be best utilised to encourage positive customer responses. Discussion, conclusion and future work are also provided. |
| first_indexed | 2024-12-23T21:29:45Z |
| format | Article |
| id | doaj.art-6ec22fa64bcd42918123ee67e97a7693 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-23T21:29:45Z |
| publishDate | 2020-02-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-6ec22fa64bcd42918123ee67e97a76932022-12-21T17:30:29ZengGrowing ScienceManagement Science Letters1923-93351923-93432020-02-0110910.5267/j.msl.2020.2.021The effect of design of restaurant on customer behavioral intentionsNawras M. NusairatQais HammouriHamad Al-GhadirAlaeddin Mohammad Khalaf Ahmad Mohammad Al Haj EidThis study investigates the mechanism by which customers’ affective and cognitive states drive their behavioural intentions towards upscale restaurants. With stimulus-organism-response (SOR) theory as a backbone, two competing mediation scenarios; one-step versus two-step mediation are examined. A dataset of 425 conveniently selected valid responses was used to test the models. Structural equation modelling shows that customer behavioural intentions were better explained by a cognitive-affective mediated model than by one-step mediated model. The results of hypotheses testing reveal the significance of restaurant design in enrichening customers’ cognitive experience, thus, eliciting their affective states, which ultimately affect their behavioural intentions. This paper shows the applicability of the cognitive theory of emotions in explaining restaurant design-customer behavioural intentions relationship. The results also provide insights for restaurant operators on how the design characteristics of their restaurants can be best utilised to encourage positive customer responses. Discussion, conclusion and future work are also provided.cognitive-affective modelstimulus-organism-responserestaurant designbehavioural intentions |
| spellingShingle | Nawras M. Nusairat Qais Hammouri Hamad Al-Ghadir Alaeddin Mohammad Khalaf Ahmad Mohammad Al Haj Eid The effect of design of restaurant on customer behavioral intentions Management Science Letters cognitive-affective model stimulus-organism-response restaurant design behavioural intentions |
| title | The effect of design of restaurant on customer behavioral intentions |
| title_full | The effect of design of restaurant on customer behavioral intentions |
| title_fullStr | The effect of design of restaurant on customer behavioral intentions |
| title_full_unstemmed | The effect of design of restaurant on customer behavioral intentions |
| title_short | The effect of design of restaurant on customer behavioral intentions |
| title_sort | effect of design of restaurant on customer behavioral intentions |
| topic | cognitive-affective model stimulus-organism-response restaurant design behavioural intentions |
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