Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants

• Published in: Journal of business research Vol. 62; no. 4; pp. 451 - 460
• Main Authors: Jang, SooCheong (Shawn), Namkung, Young
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.04.2009; Elsevier; Elsevier Sequoia S.A
• Series: Journal of Business Research
• Subjects: Behavior; Behavioral intentions; Consumer behavior; Consumer behaviour; Consumer preferences; Emotional responses; Emotions; Mehrabian-Russell model; Perceived quality; Perceived quality Emotions Behavioral intentions Restaurant management Mehrabian-Russell Model; Positive emotions; Quality of service; Quality standards; Restaurant management; Restaurants; Service industry; Stimulus; Studies; Mehrabian–Russell Model; Perceived quality; Behavioral intentions; Restaurant management; Emotions
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2008.01.038

In order to address a lack of comprehensive evaluation of restaurant quality, this study extends Mehrabian and Russell's stimulus–organism–response framework by incorporating restaurant-specific stimuli and including restaurant-specific measures of emotion. Using structural equation modeling, this study shows that atmospherics and service function as stimuli that enhance positive emotions while product attributes, such as food quality, act to relieve negative emotional responses. Results also suggest that positive emotions mediate the relationship between atmospherics/services and future behavioral outcomes. The results are theoretically and practically meaningful because they address the relationships among three types of perceived quality (product, atmospherics, and service), customer emotions (positive/negative), and behavioral intentions in the restaurant consumption experience. Managerial implications, limitations, and future research directions are also suggested.