Perceived quality and service experience: mediating effects of positive and negative emotions

Abstract

Using the cognition-affect-behavior response system, this study examines the effects of three dimensions of perceived quality (service quality, food quality and restaurant atmospherics) and emotions on overall customer service experience in ethnic restaurants. The study builds on the gap in the literature with respect to the evaluation of perceived quality as a higher-order construct consisting of three dimensions. The baseline and two competing models are proposed and tested on a sample of 665 diners to Brazilian restaurants in the United Kingdom (UK). The findings revealed that all hypothesized relationships were statistically significant, except for the relationship between restaurant atmospherics and negative emotions. Only positive emotions mediated the effect of perceived quality on customer service experience. The findings have significant theoretical and managerial implications for service providers and encouraging diners to experience Brazilian restaurants in the UK.