Customer Brand Personality, Dining Experience, and Satisfaction at Luxury Hotel Restaurants

Reference: Ismail, T.A.T., Zahari, M.S.M., Hanafiah, M.H. & Balasubramaniam, K. (2022). Customer Brand Personality, Dining Experience, and Satisfaction at Luxury Hotel Restaurants. Journal of Tourism and Services, 24(13), 26-42. doi: 10.29036/jots.v13i24.278

Authors

DOI:

https://doi.org/10.29036/jots.v13i24.278

Keywords:

Luxury hotel restaurant, brand personality, dining experience, customer satisfaction

Abstract

The study’s primary purpose is to investigate customer brand personality’s effect on their dining experience and satisfaction at luxury hotel restaurants in Malaysia. Also, this study tests the mediation effect of dining experience on the brand personality and satisfaction interrelationship. A structured survey gathered empirical data from 482 luxury hotel restaurant customers. The AMOS software evaluated the research model using structural equation modelling (SEM). This study verifies that customer brand personality positively and significantly affects their dining experience and eventually influences their satisfaction with the luxury hotel restaurant services. The study findings suggest that dining experience significantly mediates the relationship between customer brand personality and satisfaction. As the brand personality concept has received considerable attention within the current business realm, these results are interesting for restaurant managers and business owners. Besides enriching the literature, this study provides essential theoretical and practical significance for restaurant owners to gain a competitive advantage through dining experience and customer brand personality characteristics.

Author Biographies

Tuan Ahmad Tuan Ismail , Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Selangor, Malaysia

Tuan Ahmad Tuan Ismail currently serves the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia. He completed his PhD in Hotel and Tourism Management from UiTM in 2017. He is currently attached to the Culinary Arts and Gastronomy Management Department.

Mohd Salehuddin Mohd Zahari, Faculty of Hotel and Tourism Management, University Teknologi MARA

Mohd Salehuddin Mohd Zahari is a Professor at the Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Selangor, Malaysia. He obtained his PhD in Hospitality Management from Lincoln University, New Zealand. He is an active researcher in the gastronomy and tourism realm.

Mohd Hafiz Hanafiah, Faculty of Hotel and Tourism Management, University Teknologi MARA, Malaysia.

Mohd Hafiz Hanafiah is an Associate Professor at the Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia. He completed his PhD in Hotel and Tourism Management from UiTM in 2016 and Master in Economics from Universiti Malaya in 2008. He is an active author, authoring multiple research papers in the tourism and hospitality management realm, focusing on tourism economics, competitiveness, behaviour and technology adoption.

Kandappan Balasubramanian, School of Hospitality, Tourism and Events, Centre for Research and Innovation in Tourism (CRiT), Taylor’s University, Selangor, Malaysia

Kandappan Balasubramanian is an Associate Professor from the School of Hospitality, Tourism and Events, Centre for Research and Innovation in Tourism (CRiT), Taylor’s University, Selangor, Malaysia. He is an ADE (Apple Distinguished Educator) and the Cluster Leader of Teaching and Learning in the school also includes his contribution to various projects such as Education 4.0, MOOC, e-learning initiatives and student-centred learning. He is also actively publishing his research and innovation in SSCI and SCOPUS-Indexed journals.

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Published

2022-06-30