Restaurant Servicescape, Service Face, and Perceived Congruency on Customers' Thoughts and Satisfaction

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Restaurant Servicescape, Service Encounter, and Perceived Congruency on Customers' Emotions and Satisfaction Ingrid Y. Lin & Anna S. Mattila

a a b

College of Travel and leisure Industry Supervision, University of Hawaii for Manoa, Honolulu, Hawaii, USA b

University of Food Management, The Pennsylvania Condition University, College or university Park, Philadelphia, USA Posted online: 12-15 Oct 2010.

To cite this article: Ingrid Y. Lin & Ould - S. Mattila (2010): Restaurant Servicescape, Support Encounter, and Perceived Congruency on Customers' Emotions and Satisfaction, Journal of Food Marketing & Management, 19: 8, 819-841 To url to this article: http://dx.doi.org/10.1080/19368623.2010.514547

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Log of Hospitality Marketing & Management, 19: 819–841, 2010 Copyright © Taylor & Francis Group, LLC ISSN: 1936-8623 print/1936-8631 online DOI: 10. 1080/19368623. 2010. 514547

Restaurant Servicescape, Service Face, and Identified Congruency in Customers' Feelings and Pleasure INGRID Y. LIN

School of Travel and leisure Industry Administration, University of Hawaii by Manoa, Honolulu, Hawaii, USA

ANNA H. MATTILA

Downloaded by [80. 40. 92. 22] at 10: thirty-one 12 May well 2013

University of Hospitality Management, The Pennsylvania State University, University Park, Pa, USA

This kind of study investigates the comparative impact of physical natural environment and customer-employee interactions in customers' feelings and pleasure. A field study was conducted within an actual restaurant setting. Subjects were evaluated at the end from the meal and asked to complete a study instrument. Results indicate that both the servicescape and the services encounter influence pleasure and satisfaction. Additionally , perceived congruency (i. at the., matching the restaurant motif with food served, and matching the outside look while using interior décor) had a positive impact on enjoyment level, although such effect on arousal was minimal. Further more, perceived congruency and delight had a joint impact on fulfillment. Managerial and future exploration implications are reported and discussed. KEYWORDS Arousal, pleasure, satisfaction, service encounter, servicescape

INTRODUCTION

To be successful, cafe operators ought to create a enjoyable servicescape and provide excellent service to their customers. The servicescape is a physical environment of a assistance organization where Address communication to Ingrid Y. Lin, PhD, College of Travel Industry Administration, University of Hawaii at Manoa, 2560 Campus Rd., George Lounge 220, Honolulu, HI 96822, USA. Email-based: [email protected] edu 819

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I. Con. Lin and A. H. Mattila

assistance transaction occurs; it is composed of quite a few elements such as the color, music, scent, and layout and...

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