Impact of theme on hedonic and functional/utilitarian dining experiences and subsequent emotional responses
摘要：
The study examines the impact of theme on hedonic and functional/utilitarian dining experiences. The two aspects of dining experiences subsequently generate positive emotional responses, ultimately fostering customer loyalty. Analysis results indicate that functional/utilitarian is the major determinant of customer loyalty. Although capable of generating positive emotional responses, hedonic dining experiences fail to create loyalty without strong functional/utilitarian attributes. Moreover, environmental stimuli, such as a theme, are not necessarily an effective marketing strategy, as evidenced by the fact that overstimulation or a wrong theme can lead to a negative experience.
