Integrating emotional quality & perception quality in service assessment: A case study on Philippine Food Services

• Main Author: Santos, Ma. Crea Eurice Dobles
• Format: text
• Language: English
• Published: Animo Repository 2011
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4091
• Institution: De La Salle University

The study of affect, cognition, and conation involved in consumer service experiences is promoted investigating the role of customer perception and emotion in food service consumption. Affect and perception are found to be significant factors that influence an individuals behavioural intention as moderated by satisfaction and perceived value. As such, consumers decision making may be assessed as per the emotions evoked from a service experienced more than just relying on traditional or conventional beliefs that decisions are based only on logic and rationalization of human beings. The considerable role of perceived service quality and emotional quality in moulding satisfaction and value perceived by consumers towards a service, compel for the integration of these dimensions in the conceptualization and evaluation of service systems analysed in relation to the interplay of various service attribute settings. In line with these, relative impact of service dimensions considering servicescape qualities (physical and social environment) instead of merely concentrating on product quality and service performance to consumer behavioural intentions were investigated. A methodology together with a measurement system for the assessment of food services was accomplished validating the developed Service Perception and Emotion Enhancement Model representing aforementioned important variable relationships. Surveys were administered to food service customers to evaluate the provider across service attribute dimensions and consumer responses accounted for. Structural Equation Modeling (SEM) was utilized to analyze data collected as well as validate the conceptualized model. As such, perceived service quality and emotional quality were found to be mediating variables of service attributes and consumer behavioural intentions also moderated by satisfaction level and perceived value. Results obtained revealed that significant attributes for fast food chains quite vary from full service restaurants; although food quality pertaining to the product and employee element in the social servicescape was found significant in both cases. For fast food providers, additional significant attributes include responsiveness, facility aesthetics, and ambient conditions. On the other hand, added major contributors found important in full-service restaurant assessment are food presentation, cleanliness, facilities layout, and customer element. As these attributes induce emotions and influence ones perception of service quality, it is essential that restaurateurs identify the effects of these attributes to the aforementioned consumer responses such that knowledge gained can be utilized in the creation of more satisfying and valuable experiences.