Cornell Hotel and Restaurant Administration Quarterly

 

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Cornell Hotel and Restaurant Administration Quarterly, Vol. 48, No. 1, 59-69 (2007)
DOI: 10.1177/0010880406297246

The Combined Effects of the Physical Environment and Employee Behavior on Customer Perception of Restaurant Service Quality

Eileen A. Wall

Bill Greehey School of Business at St. Mary’s University of Texas, ewall{at}stmarytx.edu

Leonard L. Berry

Mays Business School at Texas A&M University, BerryLe{at}tamu.edu

Dining in a table-service restaurant is a multilayered experience that involves at least three types of clues. Although food quality is basic, the ambience and service performance greatly influence a customer’s evaluation of a particular establishment. Diners use the following types of clues to judge a restaurant experience: functional—the technical quality of the food and service; mechanic—the ambience and other design and technical elements; and humanic—the performance, behavior, and appearance of the employees. While customers’ perceptions of mechanic clues are positively related to their expectations of the service, humanic clues dominate the influence of mechanic clues. Ideally, managers should orchestrate both humanic and mechanic clues to deliver a consistent service message.

Key Words: restaurant service • customer satisfaction • service clues


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[Abstract] [PDF]