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• W3149942466 abstract "Purpose: The purpose of this study is to identify the effects of service experience such as employee service, core service and servicescape on emotional attachment and the moderating role of brand personality in the relationship between the same variables. In addition this study is to explains the interrelationship between emotional attachment and word-of-mouth (WOM) intention and reuse intention in the upscale restaurant services.Research design, data, and methodology: A questionnaire survey was conducted of 279 customers who had experienced in the upscale restaurant services, and confirmed the validity and reliability of the data by using SPSS 21.0 and AMOS 21.0 statistic packages. The research hypothesis was analyzed by structural equation modeling analysis (SEM). The variables used were service experiences such as employee service, core service, servicescape, emotional attachment, word-of-mouth, reuse intention and brand personality.Results: All dimensions of service experiences such as employee services, core services, and servicescapes had a significant impact on emotional attachment, and which, in turn, affected both word-of-mouth intention and reuse intention, and word-of-mouth intention affected reuse intention. In addition, the moderating effect of brand personality was identified in relation to employee service experience and emotional attachment, while there was no moderating effect of brand personality in core service and service landscape and emotional attachment.Conclusions: In order to increase the customer’s positive word-of-mouth intention and reuse intention in the upscale restaurant service setting, it is necessary to provide various service experiences such as employee service, core service, and servicescape so that their customer has an emotional attachment. And then. since service experience through interaction with employees brings high emotional attachment, service education of frontline employees should be strengthened to raise employee service quality recognized by customers. In addition, the consumer affects emotional attachment according to the personality of the service brand if the employee’s service is positive. This mean that the service provided by the employee influences the emotional attachment when customers perceives it as stylish, true, lively and passionate about a upscale restaurant. Therefore, the manager of upscale restaurant have to develop an excellent service brand by accurately identifying the customers’s needs and enhancing the image of the upscale restaurant." @default.
• W3149942466 created "2021-04-13" @default.
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• W3149942466 date "2020-01-01" @default.
• W3149942466 modified "2023-09-28" @default.
• W3149942466 title "Relationship Between Customer Experience and Emotional Attachment to the Brand and Behavioral Intentions in Upscale Restaurant Services: Moderating Effect of Brand Personality" @default.
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