The Influence Of Positive Service Encounter On Word Of Mounth, Switching Intentions, And Willingness To Pay With The Mediation Of Hedonic Dining Experiences: The Study Of Casual Dining Restaurant In Ho Chi Minh City

Abstract

Purpose – The purpose of this study is first to examine the relationship between positive service encounter and hedonic value in dining experience; second is to uncover the direct effect between positive service encounter and customer behaviors (willingness to pay, word of mouth, and switching intentions); as well as the indirect effect via the mediating role of hedonic value. Methodology – Partial least square – structural equation modeling (PLS-SEM) was utilized to test the proposed hypotheses by using the data of 251 customers. The research’s population is customers who have experienced a positive service encounter in casual restaurants within Ho Chi Minh City for the last 6 months Findings – The findings firstly reveal strong support for the positive relationship between positive service encounter and hedonic value. Secondly, the study indicates that positive service encounter both has direct and indirect impact on positive word of mouth. With regards to willingness to pay, positive service encounter only affects willingness to pay indirectly via the mediator - hedonic value. Lastly, the current study found that positive service encounter has no impact on switching intentions Implications – The findings contribute significantly to the existing understanding of the positive service encounters at casual dining restaurants, and how customer behaviors are affected. By verifying the roles of hedonic value as a mediating role, the research also extends theoretical advancement in the field. The outcomes of this study can also assist restauranteurs in gaining a better knowledge of service encounters, specifically how to create pleasant customer behaviors.