Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide

Kiattipoom Kiatkawsin and Ian Sutherland
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Kiattipoom Kiatkawsin: Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Ian Sutherland: Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea

Sustainability, 2020, vol. 12, issue 5, 1-16

Abstract: The study aims to investigate the formation of customer loyalty among luxury restaurant patrons in Korea. Moreover, the study investigated how the restaurants’ performance could contribute to the trust and sustainability of the Michelin restaurant guide’s reputation. The study identified meal experience, brand credibility, and brand love to influence customers’ revisit intention and willingness to pay a premium. The study surveyed 400 luxury restaurant patrons in Korea. The Michelin restaurant guide was used to classify fine dining restaurants. Measurement items from previously validated studies were adopted. The results of the study showed the meal experience scale satisfactorily measures service performance and leads to the formation of brand credibility. Subsequently, brand prestige and brand love significantly predicted customers’ loyalty intentions. Additionally, brand credibility helps form the trust of the Michelin guide and eventually predicts the long-term reputation of the guide.

Keywords: customer loyalty; brand love; meal experience; brand credibility; luxury restaurant; Michelin-starred restaurant (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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