The role of emotional response in explaining perceived quality and customer satisfaction towards fine-dining restaurants / Norbaini Morshidi

Nowadays, restaurant operators have been aggressively find strategies to enhance the quality of services as a way to satisfy customers. This study tries to identify and explores the role of emotional response that influence perceived quality and customer satisfaction towards fine-dining restaurants. Three factors will be investigated which are service quality of fine dining restaurants (price, food, environment and service), emotional response either it is positive or negative response and also overall customer’s satisfaction towards fine dining restaurants. A survey was carried out and it involved public sectors employees in Kuching Sarawak. A total Of 261 questionnaires were collected and data was analyzed using SPSS version 17.0. Findings show thatall variables (price, food, environment & service) are reliable factors in affecting customer’s emotional response and level of satisfaction. Both service and environment have positive emotional response as compared to price and food. But environment is found to be the most important role in affecting emotional response. However, serviceplays the most significant factors that determined customers overall satisfaction on fine dining restaurants. Hence, it is important for marketers or fine dining operators have the options to maintain, monitor or improve the consistency contribution of greater service quality and appealing environment.