The effects of diningscape on customer satisfaction and word of mouth

Purpose: Restaurant dining is an important part of people's live, and the restaurant industry is one of the largest industries in the hospitality sector. Thus, this study explores the effects of restaurant diningscape on customer satisfaction and word of mouth. Design/methodology/approach: Based on a literature review on restaurant servicescape and special functions of dining spaces, diningscape was conceptualized as a multidimensional construct. Data were collected from 378 restaurant patrons using snowball sampling in Macao, China. The validity and reliability of constructs were assessed using confirmatory factor analysis. Structural equation modeling was used to validate the proposed hypotheses between constructs. Findings: Results showed 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. Practical implications: Social function is the dominant factor of diningscape while female customers are more sensitive towards food and drinks, service quality, servicescape and soundscape. Thus, restaurants should not overcrowd their premises. Additionally, restaurants must strive to provide a wide variety of food and drinks, show service intimacy and be decorated specially with appropriate sonic environment as female customers can have a big influence on where to dine. Originality/value: The study reveals that diningscape is multidimensional and shall be characterized in a holistic manner. Additionally, it helps restaurant managers to focus on the more important features, such as social functions, and food and drinks that customers value most.