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The dark side of customer experiences in fast-food industry: exploring the intersection of physical environment, emotions and customer retention       
Yazarlar (1)
Doç. Dr. Çağlar SAMSA Doç. Dr. Çağlar SAMSA
Kafkas Üniversitesi, Türkiye
Devamını Göster
Özet
Purpose: This study examines the impact of physical environmental factors on customer retention in fast-food restaurants/cafeterias. Furthermore, this study examines the mediating effect of customers’ positive emotions on this relationship. Design/methodology/approach: In this study, the stimulus-organism-response model developed by Mehrabian and Russell (1974) is applied within the context of the fast-food restaurant/cafeteria industry. Data were collected from a sample of 250 consumers who have patronized establishments within this industry. The assessment model entailed employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, which involved a two-stage procedure: measurement model and structural model evaluation. Findings: The study’s results underscore the key role of customer positive emotions in influencing customer retention. Notably, physical environmental factors, encompassing elements like table setting, layout, and service staff, emerge as significant determinants in shaping these positive emotions. Furthermore, the findings indicate that these physical environmental factors exert a direct influence on customer retention, with customer positive emotions acting as mediator role in the relationship between these factors and retention. Originality/value: This study is the first to use physical environment, customer emotions and customer retention variables together in the fast food restaurant/cafeteria industry.
Anahtar Kelimeler
Atmosphere | Customer emotions | Customer experience | PLS-SEM | Service marketing
Makale Türü Özgün Makale
Makale Alt Türü ESCI dergilerinde yayımlanan tam makale
Dergi Adı The TQM Journal
Dergi ISSN 1754-2731 Wos Dergi Scopus Dergi
Dergi Tarandığı Indeksler ESCI, SCOPUS
Makale Dili İngilizce
Basım Tarihi 01-2024
Sayı 1
Doi Numarası 10.1108/TQM-11-2023-0393
Makale Linki http://dx.doi.org/10.1108/tqm-11-2023-0393