The effect of cuisine creativity on customer emotions

Man Wai Aliana Leong; Shih Shuo Yeh; Yu Lin Fan; Tzung Cheng Huan

doi:10.1016/j.ijhm.2019.102346

The effect of cuisine creativity on customer emotions

Man Wai Aliana Leong, Shih Shuo Yeh, Yu Lin Fan, Tzung Cheng Huan

Department of Business Administration

Research output: Contribution to journal › Article › peer-review

28 Citations (Scopus)

Abstract

The fierce competition in today's restaurant industry contributes to the need for unique and creative products and services to maintain a competitive edge. There are many studies that examine the effect of physical stimuli on customer emotions in a restaurant setting, but very few investigate the role of food. Furthermore, most studies only include pleasure and arousal as dependent variables. Dominance has not been included. This study bridges these gaps. A questionnaire was used to collect 400 responses from customers of a Michelin-rated restaurant. Structural equation modeling was used to test the impact of cuisine creativity on customer emotions. The results indicate that aesthetics is the most influential factor. Both theoretical and managerial implications of the results are presented.

Original language	English
Article number	102346
Journal	International Journal of Hospitality Management
Volume	85
DOIs	https://doi.org/10.1016/j.ijhm.2019.102346
Publication status	Published - 2020 Feb

All Science Journal Classification (ASJC) codes

Tourism, Leisure and Hospitality Management
Strategy and Management

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10.1016/j.ijhm.2019.102346

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abstract = "The fierce competition in today's restaurant industry contributes to the need for unique and creative products and services to maintain a competitive edge. There are many studies that examine the effect of physical stimuli on customer emotions in a restaurant setting, but very few investigate the role of food. Furthermore, most studies only include pleasure and arousal as dependent variables. Dominance has not been included. This study bridges these gaps. A questionnaire was used to collect 400 responses from customers of a Michelin-rated restaurant. Structural equation modeling was used to test the impact of cuisine creativity on customer emotions. The results indicate that aesthetics is the most influential factor. Both theoretical and managerial implications of the results are presented.",

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The effect of cuisine creativity on customer emotions

Abstract

All Science Journal Classification (ASJC) codes

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