Relationship between Hotels' Service Quality Factors and Customers' Dining Behavioral Outcomes: A Mediating Role of Brand Trust

Abstract

This study investigates the impact of Hygiene and Safety measures, consumer brand experience, and food and service quality on consumers' willingness to pay more, dine-out intentions, and intention to spread eWOM in Pakistani restaurants. The introduction of lockdowns and movement restrictions during the pandemic had a negative effect on the restaurant and hospitality sectors, requiring a change in the way of service delivery. The sector showed its resilience despite the difficulties it encountered, although it needed quite some effort to regain the trust of consumers in eating establishments. This study also investigated how brand trust functions as a mediator. This study focused on Pakistani individuals aged 18 years and above who dined at restaurants post-pandemic. Four hundred eighty-nine (489) individuals participated in the online self-administered survey utilized for data collection. The results revealed the importance of brand experience, as well as food and service quality in restaurants, and they were positively associated with customers' willingness to pay more, dine-out intentions, and intentions to spread electronic word-of-mouth (eWOM). The function of brand trust as a mediator has proven to be beneficial. Restaurants can understand the factors that contribute to an improved dining experience. This research will substantially enhance the current knowledge in hospitality and marketing by analyzing the importance of hygiene and safety protocols, brand experience, and the quality of food and service on consumers' brand trust, willingness to pay a premium, intentions to dine out, and propensity to share electronic word-of-mouth in the post-pandemic context.