What is it about?

Macao is a very popular gaming and tourism destination and one of the UNESCO Creative Cities of Gastronomy. Thus, understanding what diningscape i.e. the whole experience as perceived by restaurant patrons in their specific context is critically important to the development of Macao’s food services industry. This study explores core characteristics of diningscape and its relationships with customer satisfaction and word of mouth.

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Why is it important?

The study’s findings show that diningscape has a second-order factor structure consisting of five dimensions, namely food and drinks, service quality, servicescape, social functions, and soundscape. Diningscape positively influences customer satisfaction and word of mouth. Specifically, we identified that social function is the dominant factor of diningscape while female customers are more sensitive toward food and drinks, service quality, servicescape, and soundscape than their male counterparts. Restaurant managers are advised to focus on the more important features, such as social function, and food and drinks that customers value most.

Perspectives

I hope this study triggers more research studies on diningscape so that we (also as restaurant patrons) can enjoy better food and drinks and better environment for social interactions with family members, friends, and service employees in such important settings.

Professor W.M. To
Macao Polytechnic University

Read the Original

This page is a summary of: The effects of diningscape on customer satisfaction and word of mouth, British Food Journal, April 2023, Emerald, DOI: 10.1108/bfj-11-2022-0985.
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