The Role of Physical Stimuli in Enhancing Perceived Food/Service Quality in Restaurants: The Moderating Roles of Psychological Variables

The purpose of this study is (1) to examine the impact of physical stimuli on perceived food/service quality, (2) dining-out enjoyment and (3) to examine the moderating roles of two psychological variables: hedonism and perceived reasonable price. Based on theoretical backgrounds, three key physical stimuli in the restaurant environment were proposed: (1) physical attractiveness of server, (2) decor and artifacts, and (3) ambient conditions. Via thorough literature review, theoretical relationships between physical stimuli, food and service quality, and dining out enjoyment were proposed. During this process, three psychological variables were proposed as moderators. Integrating the proposed hypotheses, a structural model was suggested. The proposed hypotheses and model were tested using the data collected from 317 restaurant patrons in the United Sates. Confirmatory factor analysis and structural equation modeling were conducted. Based on the data analysis, it was revealed that all the proposed concepts were un-dimensional construct. Also, it was confirmed that physical stimuli has a powerful impact on enhancing the perceived food/service quality, thus influencing patrons' dining out enjoyment. More importantly, the moderating roles of hedonism and perceived reasonable price were partially supported. Based on the results, theoretical/practical implications were discussed.