DINESCAPE, emotions, and behavioral intentions in upscale restaurants

by Ryu, Kisang

Abstract (Summary)
The physical environment may be an important determinant of customer satisfaction and

subsequent behavior when services are consumed primarily for hedonic purposes and customers

spend moderate to long periods of time in the physical surroundings. An example of this

phenomenon would be in an upscale restaurant setting.

This study explored the domain of the physical environment in an upscale restaurant

context to develop a DINESCAPE scale. Relevant literature was reviewed on architecture,

environmental psychology, psychology, operations management, and marketing, highlighting

empirical and theoretical contributions. Conceptualization and operationalization of the

DINESCAPE dimensions is presented, and the procedures used in constructing and refining a

multiple-item scale to assess DINESCAPE in an upscale restaurant setting are described.

DINESCAPE is a six-factor scale that was developed to measure facility aesthetics, ambience,

lighting, service product, layout, and social factors. Evidence of the scale’s reliability, validity,

and factor structure is presented, along with potential applications of the scale.

The second phase of the study attempted to build a conceptual model of how the

DINESCAPE factors influenced customers’ behavioral intentions through their emotions. The

Mehrabian-Russell environmental psychology model was adopted to explore the linkage of the

six dimensions of DINESCAPE to customers’ emotional states (pleasure and arousal) and the

linkage between pleasure and arousal with customers’ behavioral intentions. Structural equation

modeling was used to test the causal relationships among the hypothesized relationships. Results

revealed that facility aesthetics, ambience, and social factors affected the level of customers’

pleasure and ambience and social factors influenced the amount of arousal. In addition, pleasure and arousal had significant effects on subsequent behavioral intentions in the context of

upscale restaurant. Finally, implications for restaurateurs and researchers were discussed.

Bibliographical Information:


School:Kansas State University

School Location:USA - Kansas

Source Type:Master's Thesis

Keywords:physical environment dinescape emotions behavioral intentions upscale restaurants management 0454


Date of Publication:01/01/2005

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