The Mediation Effect of Restaurant Image on the Relationship between Service & Food Quality and Customer Satisfaction
Keywords:
Food quality, service quality, restaurant image and customer satisfaction, Timor-Leste
Abstract
The purpose of this study is to examine the mediation effect of restaurant image on the relationship between service qualities, food quality and customer satisfaction in restaurant industry. Questionnaire used to collect data, while Smart PLS 3.0 was used to test the hypotheses. The result of this research revealed positive and significant relationships between food quality, service quality, restaurant image and customer satisfaction. The other hand, there is no mediation effect of restaurant image in relationship among food quality, service quality and customer satisfaction. This research provides data on the level of consumer satisfaction with food quality, the quality of service in Timor-Leste. The Government may use this information in developing training centres to provide training to staff to improve their skills and knowledge about food services.
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References
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Abdullaeva, M. (2020). Impact of Customer Satisfaction on Customer Loyalty in Upscale Ethnic Restaurants. Theoretical & Applied Science, 86(06).
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, Vol. 11(6)1691-1705.
Ali, M., Puah, C. H., Ayob, N., & Raza, S. A. (2019). Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan. British Food Journal, 122(6), 2021–2043.
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2019). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing. DOI 10.1108/JIMA-03-2017-0033.
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302.
Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology, 9(3), 380–396.
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, https://doi.org/10.1108/BIJ-07-2018-0212
Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469–1487.
Evert Gummesson. (1998). Productivity, quality and relationship marketing in service operations. International Journal of Contemporary Hospitality Management, Vol. 10 (1) 4–15.
F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121.
Firescu, V. (2015). Comprehensive Income, a New Dimension in Performance Measurement and Reporting. Procedia Economics and Finance, 20(15), 218–223.
FrankT., R. (2017). Strategic Management (Third Edit). New York: Mc Graw Hill Education.
Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442–458.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2019). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, Vol. 32, pp1407- 1429.
Iordanova, E., & Stylidis, D. (2019). The impact of visitors’ experience intensity on in-situ destination image formation. Tourism Review, 74(4), 841–860.
Jari, J., Jouni, J., & Grant, D. B. (2010). Service quality and its relation to satisfaction and loyalty in logistics outsourcing relationships. Managing Service Quality: An International Journal, 20(6), 496–510.
Jeong, E. H., & Jang, S. C. (Shawn). (2018). The affective psychological process of self-image congruity and its influences on dining experience. International Journal of Contemporary Hospitality Management, 22, 433-444.
Karen, B., Fjord, T.A., Grunert, K.G. (2002). Consumers ’ Food Choice and Quality Perception. Perception, 1–60. https://doi.org/ISSN 0907 2101
Khattab, F. (2018). Developing a Service Quality Model for Private Higher Education Institutions in Lebanon. Journalof Management and Marketing Review, 3(1), 24–33.
Khudri, M. M., & Sultana, S. (2015). Determinants of service quality and impact of service quality and consumer characteristics on channel selection. British Food Journal, 117(8), 2078–200
Kotler, P., Wong, V., Saunders, J., Armstrong, G. (1999). Principples of Marketing (4th Edition). London:Prentice Hall.
Mannan, M., Chowdhury, N., Sarker, P., & Amir, R. (2019). Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants. Journal of Modelling in Management, 14(4), 922–947.
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261–269.
Mishra, J. K. (2007). Constituent Dimensions of Customer Satisfaction: A Study of Nationalised and Private Banks. Revista Tinerilor Economiúti, (January), 40–47.
Mohajerani, P., & Miremadi, A. (2012). Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran. International Journal of Marketing Studies, 4(3), 134–152.
Namkung, Y., & Jang, S. C. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142–155.
Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., & Mustapha, W. N. W. (2019). Brand image and consumer satisfaction towards Islamic travel packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 188–202.
Neupane, R., & Devkota, M. (2017). Evaluation of the Impacts of Service Quality Dimensions on Patient/Customer Satisfaction: A Study of Private Hospitals in Nepal. International Journal of Social Sciences and Management, 4(3),
Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability (Switzerland), 11(4), 1–24.
Panthi, A., & Karki, D. (2018). How Food Quality , Price , Ambiance and Service Quality Effects Customer Satisfaction : A study on Nepalese Restaurants in Finland, 1–38.
Paul, J., Mittal, A., & Srivastav, G. (2016). Impact of service quality on customer satisfaction in private and public sector banks. International Journal of Bank Marketing, 34(5), 606–622.
Pedraja Iglesias, M., & Jesus Yagüe Guillén, M. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373–379.
Pender, L., & Sharpley, R. (2005). Management of Tourism - Tour operations management. (S. R. and pender Lesley, Ed.), Tourism (First). SAGE PUBLICATIONS.
Kotler, P. (2003). Marketing insights from A toZ. New Jersey: John Wiley & Sons, Inc.
Pooya, A., Abed Khorasani, M., & Gholamian Ghouzhdi, S. (2020). Investigating the effect of perceived quality of self-service banking on customer satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 263–280.
Rahimi, R., Okumus, F., Jayashree, S., Bihamta, H., & Rezaei, S. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal.
Richardson, S., Lefrid, M., Jahani, S., Munyon, M. D., & Rasoolimanesh, S. M. (2019). Effect of dining experience on future intention in quick service restaurants. British Food Journal, 121(11), 2620–2636.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, Vol. 24 No. 2, pp. 200-223
Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A., and Rehman, A. U. (2014). Customer Satisfaction in the Restaurant Industry; Examining the Model in Local Industry Perspective. Journal of Asian Business Strategy, 4(1), 18–31. Retrieved from
Sadílek, T. (2018). Perception of food quality by Czech consumers - Literature review. Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020, XXII(1), 6183–6191.
Sadílek, T. (2019). Consumer preferences regarding food quality labels: the case of Czechia. British Food Journal, 121(10), 2508–2523.
Saldanha, E. D. S., Rahyuda, I. K., Yasa, N. N. K., & Sukaatmadja, I. P. G. (2019). Persaingan Industri, Strategi Bisnis, dan Kinerja Industri. Denpasar: Udayana University Press.
Sharabi, M., & Davidow, M. (2010). Service quality implementation: problems and solutions. International Journal of Quality and Service Sciences, 2(2),
Souki, G. Q., Antonialli, L. M., Barbosa, Á. A. da S., & Oliveira, A. S. (2019). Impacts of the perceived quality by consumers’ of à la carte restaurants on their attitudes and behavioural intentions. Asia Pacific Journal of Marketing and Logistics, 32(2), 301–321.
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R&D.
Tomczak, T., Reinecke, S., & Kuss, A. (2018). Strategic marketing: Market-oriented corporate and business unit planning. Strategic Marketing: Market-Oriented Corporate and Business Unit Planning.
Van Rijswijk, W., & Frewer, L. J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal,
Vijver, L. van de. (2007). Measuring food quality: concepts, methods and challenges-Proceedings seminar February 2007, (February), 1–33. Retrieved
Wu, H. C., Cheng, C. C., & Ai, C. H. (2019). What drives green experiential loyalty towards green restaurants? Tourism Review, (2018), 1–20.
Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. Marketing Intelligence and Planning,
Abdullaeva, M. (2020). Impact of Customer Satisfaction on Customer Loyalty in Upscale Ethnic Restaurants. Theoretical & Applied Science, 86(06).
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, Vol. 11(6)1691-1705.
Ali, M., Puah, C. H., Ayob, N., & Raza, S. A. (2019). Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan. British Food Journal, 122(6), 2021–2043.
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2019). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing. DOI 10.1108/JIMA-03-2017-0033.
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302.
Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology, 9(3), 380–396.
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, https://doi.org/10.1108/BIJ-07-2018-0212
Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469–1487.
Evert Gummesson. (1998). Productivity, quality and relationship marketing in service operations. International Journal of Contemporary Hospitality Management, Vol. 10 (1) 4–15.
F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121.
Firescu, V. (2015). Comprehensive Income, a New Dimension in Performance Measurement and Reporting. Procedia Economics and Finance, 20(15), 218–223.
FrankT., R. (2017). Strategic Management (Third Edit). New York: Mc Graw Hill Education.
Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442–458.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21–40.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2019). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, Vol. 32, pp1407- 1429.
Iordanova, E., & Stylidis, D. (2019). The impact of visitors’ experience intensity on in-situ destination image formation. Tourism Review, 74(4), 841–860.
Jari, J., Jouni, J., & Grant, D. B. (2010). Service quality and its relation to satisfaction and loyalty in logistics outsourcing relationships. Managing Service Quality: An International Journal, 20(6), 496–510.
Jeong, E. H., & Jang, S. C. (Shawn). (2018). The affective psychological process of self-image congruity and its influences on dining experience. International Journal of Contemporary Hospitality Management, 22, 433-444.
Karen, B., Fjord, T.A., Grunert, K.G. (2002). Consumers ’ Food Choice and Quality Perception. Perception, 1–60. https://doi.org/ISSN 0907 2101
Khattab, F. (2018). Developing a Service Quality Model for Private Higher Education Institutions in Lebanon. Journalof Management and Marketing Review, 3(1), 24–33.
Khudri, M. M., & Sultana, S. (2015). Determinants of service quality and impact of service quality and consumer characteristics on channel selection. British Food Journal, 117(8), 2078–200
Kotler, P., Wong, V., Saunders, J., Armstrong, G. (1999). Principples of Marketing (4th Edition). London:Prentice Hall.
Mannan, M., Chowdhury, N., Sarker, P., & Amir, R. (2019). Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants. Journal of Modelling in Management, 14(4), 922–947.
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261–269.
Mishra, J. K. (2007). Constituent Dimensions of Customer Satisfaction: A Study of Nationalised and Private Banks. Revista Tinerilor Economiúti, (January), 40–47.
Mohajerani, P., & Miremadi, A. (2012). Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran. International Journal of Marketing Studies, 4(3), 134–152.
Namkung, Y., & Jang, S. C. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142–155.
Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., & Mustapha, W. N. W. (2019). Brand image and consumer satisfaction towards Islamic travel packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 188–202.
Neupane, R., & Devkota, M. (2017). Evaluation of the Impacts of Service Quality Dimensions on Patient/Customer Satisfaction: A Study of Private Hospitals in Nepal. International Journal of Social Sciences and Management, 4(3),
Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability (Switzerland), 11(4), 1–24.
Panthi, A., & Karki, D. (2018). How Food Quality , Price , Ambiance and Service Quality Effects Customer Satisfaction : A study on Nepalese Restaurants in Finland, 1–38.
Paul, J., Mittal, A., & Srivastav, G. (2016). Impact of service quality on customer satisfaction in private and public sector banks. International Journal of Bank Marketing, 34(5), 606–622.
Pedraja Iglesias, M., & Jesus Yagüe Guillén, M. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373–379.
Pender, L., & Sharpley, R. (2005). Management of Tourism - Tour operations management. (S. R. and pender Lesley, Ed.), Tourism (First). SAGE PUBLICATIONS.
Kotler, P. (2003). Marketing insights from A toZ. New Jersey: John Wiley & Sons, Inc.
Pooya, A., Abed Khorasani, M., & Gholamian Ghouzhdi, S. (2020). Investigating the effect of perceived quality of self-service banking on customer satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 263–280.
Rahimi, R., Okumus, F., Jayashree, S., Bihamta, H., & Rezaei, S. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal.
Richardson, S., Lefrid, M., Jahani, S., Munyon, M. D., & Rasoolimanesh, S. M. (2019). Effect of dining experience on future intention in quick service restaurants. British Food Journal, 121(11), 2620–2636.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, Vol. 24 No. 2, pp. 200-223
Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A., and Rehman, A. U. (2014). Customer Satisfaction in the Restaurant Industry; Examining the Model in Local Industry Perspective. Journal of Asian Business Strategy, 4(1), 18–31. Retrieved from
Sadílek, T. (2018). Perception of food quality by Czech consumers - Literature review. Proceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020, XXII(1), 6183–6191.
Sadílek, T. (2019). Consumer preferences regarding food quality labels: the case of Czechia. British Food Journal, 121(10), 2508–2523.
Saldanha, E. D. S., Rahyuda, I. K., Yasa, N. N. K., & Sukaatmadja, I. P. G. (2019). Persaingan Industri, Strategi Bisnis, dan Kinerja Industri. Denpasar: Udayana University Press.
Sharabi, M., & Davidow, M. (2010). Service quality implementation: problems and solutions. International Journal of Quality and Service Sciences, 2(2),
Souki, G. Q., Antonialli, L. M., Barbosa, Á. A. da S., & Oliveira, A. S. (2019). Impacts of the perceived quality by consumers’ of à la carte restaurants on their attitudes and behavioural intentions. Asia Pacific Journal of Marketing and Logistics, 32(2), 301–321.
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R&D.
Tomczak, T., Reinecke, S., & Kuss, A. (2018). Strategic marketing: Market-oriented corporate and business unit planning. Strategic Marketing: Market-Oriented Corporate and Business Unit Planning.
Van Rijswijk, W., & Frewer, L. J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal,
Vijver, L. van de. (2007). Measuring food quality: concepts, methods and challenges-Proceedings seminar February 2007, (February), 1–33. Retrieved
Wu, H. C., Cheng, C. C., & Ai, C. H. (2019). What drives green experiential loyalty towards green restaurants? Tourism Review, (2018), 1–20.
Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. Marketing Intelligence and Planning,
Published
2020-12-22
How to Cite
Oliveira, Z., Saldanha, E. and Vong, M. (2020) “The Mediation Effect of Restaurant Image on the Relationship between Service & Food Quality and Customer Satisfaction”, Timor Leste Journal of Business and Management, 2, pp. 10-20. doi: 10.51703/bm.v2i0.30.
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Articles
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