Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment

This study empirically examined not only the relationship between perceived quality and satisfaction/loyalty, but also the role of customer perceptions of atmospherics in an ethnic restaurant segment. Specifically, this study, using hierarchical regression analyses, investigated the direct effects of service quality and food quality on customer satisfaction and loyalty as well as the moderating effect of the perception of atmospherics, in Korean restaurants As expected, this study showed that service and food quality have positive and significant effects on customer satisfaction and loyalty This suggested that, similar to other restaurant segments, employee service and food are of great importance for ethnic restaurants as well Verifying the moderating role of atmospherics, however, this study found that good employee service can be more effective for mu easing the satisfaction and loyalty of customers with a low perception of the atmospherics compared to those with a higher perception Further, providing quality food is particularly critical for cleating customer satisfaction in ethnic restaurants where atmospherics arc not satisfactory More detailed findings and implications ale also discussed (C) 2009 Elsevier Ltd All rights reserved