Emotions as Driver of Customer Satisfaction, Behavior Intentions, and Behaviors in the Context of Chinese Hotel Restaurants in Korea

This study is to examine the positive or negative effect of emotional states of consumers on customer satisfaction, and customer behavioral intentions and behaviors in hotel Chinese restaurants. For these purposes, authors developed several hypotheses. The data were collected from 146 respondents and analyzed using structural equation model. The results are as follows: First, positive emotions have a positive effect on customer satisfaction, and indirectly influence word-of-mouth, revisit intentions, and time spent through the mediating role of customer satisfaction. Second, negative emotions have a negative effect on customer satisfaction, but do not directly influence word-of-mouth, revisit intentions, time spent, and money spent. Third, customer satisfaction affects word-of-mouth, revisit intentions, and time spent. At the end of this paper, the discussion, managerial implications, limitations, and future research directions are suggested.