The Effect of Restaurant Experience on Food Quality, Satisfaction, Recommendation Behavior and Brand Image

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Solunoğlu, A. / Journal of Yasar University, 2020, 15/60, 833-849
Makale Geçmişi / Article History
Başvuru Tarihi / Date of Application : 7 Nisan / April 2020
Kabul Tarihi / Acceptance Date : 26 Haziran / June 2020
© 2020 Journal of Yaşar University. Published by Yaşar University. Journal of Yaşar University is an open
access journal.
There is no conflict of interest or ethical concern regarding this publication.
Perceived Food Quality, Satisfaction, Brand Image In Restaurants And
Recommendation Intention Relation
Restoran İşletmelerinde Algılanan Yemek Kalitesi, Memnuniyet, Marka İmajı
Ve Tavsiye Etme Davranışı İlişkisi
Ali SOLUNOĞLU, Turkey, alisolunoglu@msn.com
Orcid No: 0000-0003-0232-8248
Abstract: In this study, the interaction in between recommendation intention and perceived food quality,
satisfaction, brand image is examined. The relations among stated variables are statistically analysed with
structural equation modelling. Conceptual framework is formed by having literature review and a questionnaire is
applied to 361 consumers dined at Köfteci R. restaurant located in İzmir, with convenience sampling method. In the
study, descriptive (percentage, average, standard deviation) and predictive statistics methods are used. Also,
structural equation model is benefited to test the relation among latent variables. In the light of acquired results, it
has been identified that food quality positively and strongly affects the brand image, satisfaction and
recommendation intention. In addition to this, it has been also identified that consumer satisfaction has significant
and positive effect on brand image and recommendation intention. The research has been concluded with the
recommendation to various stakeholders and other researchers in the light of acquired results.
Key words: Food Quality, Satisfaction, Marketing, Restaurants, Structural Equation Modelling
JEL Classification: L83, M31, Z31
Öz: Bu araştırmada restoran işletmelerinde algılanan yemek kalitesi, memnuniyet, marka imajı ve tavsiye etme
davranışının birbirleri ile olan etkileşimleri irdelenmiştir. Bu amaçla ifade edilen değişkenler arasındaki
ilişkiler yapısal eşitlik modellemesi kullanılarak istatistiksel analize tabi tutulmuştur. Literatür taraması
yapılarak kavramsal çerçeve oluşturulmuş ve kolayda örnekleme yöntemi ile İzmir’de Köfteci R. restoran
işletmesinde yemek yiyen 361 tüketiciye anket uygulanmıştır. Çalışmada tanımlayıcı (yüzde, ortalama, standart
sapma) ve tahminleyici istatistik yöntemleri kullanılmıştır. Ayrıca gizil/örtük değişkenler arasındaki ilişkilerin
test edilmesi amacıyla yapısal eşitlik modelinden yararlanılmıştır. Elde edilen sonuçlar doğrultusunda tüketici
tercihlerinde yemek kalitesinin marka imajını, memnuniyeti ve tavsiye etme davranışını pozitif yönde güçlü
düzeyde etkilediği belirlenmiştir. Bunun yanı sıra tüketici memnuniyetinin tavsiye etme davranışı ile marka
imajı üzerinde anlamlı ve pozitif yönlü etkileri olduğu belirlenmiştir. Araştırma, elde edilen sonuçlar ışığında
çeşitli paydaşlar ve diğer araştırmacılara öneriler ile tamamlanmıştır.
Anahtar Kelimeler:Yemek Kalitesi, Memnuniyet, Pazarlama, Restoranlar, Yapısal Eşitlik Modellemesi
JEL Sınıflandırması: L83, M31, Z31
1. Introduction
Food and beverage enterprises in service industry with an incrementally increasing in number
and serving to a wide range of customers from different social-economic levels, are required
to meet the customer expectations and demands in order to survive in competition
environment, increase the revenue and have sustainability of enterprise operability.

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Restaurant managers who would like to be successful are required to create a pleasant
service atmosphere and provide the best service to their customers. However, socio-economic
conditions, and health rules of customers make it necessary to serve food and beverage
services based on conscious and scientific ground rather than a random service (Türksoy
2007: 4; Lin and Mattila, 2010). As a matter of fact, it is not enough to meet the physical
needs of customers at the enterprises where food and beverage service is provided. There is
also the necessity of providing an environment in which customers enjoy atmosphere by
meeting their emotional, intellectual and spiritual needs, have pleasant time, save time and
relax (Harrington, Ottenbacher and Treuter, 2015; Longart, Wickens and Bakir, 2017; Badem
and Öztel, 2018). In this manner, the likelihood of increased customer experience quality and
continuation of choosing the restaurants that sustain the quality in question will increase.
Perceived quality of restaurant experience by customers can be composed of different
dimensions. The importance of the product quality, service quality and value (Albayrak,
2015; Muscat, Hörtnagl, Prayag and Wagner, 2019), the product range and price factor as
well as the restaurant features should be emphasized in the scope of these dimensions (Jiang
and Rosenbloom, 2004; Küçükergin and Dedeoğlu, 2014; Gül and Gül, 2016). In many
researches studying the customers’ intention to novelty-seeking it is concluded that food
quality and menu/food diversity is important (Clark and Wood, 1999; Soriano, 2002; Barta,
2008; Bekâr and Gövce, 2019) decor, seats and exterior design factors represent importance
in restaurant preferences (Ryu, Lee and Kim, 2012; Bekâr and Sürücü, 2015) and restaurant
atmosphere and customer experience are other factors (Ha and Jang, 2013).
Also it is seen that food quality has effect on perceived value and customer satisfaction;
perceived value and customer satisfaction positively affects customer loyalty (Wirtz, Mattila
and Tan, 2000; Lin, 2010; Bengül and Güven, 2019) restaurant image has positive effect on
perceived value, satisfaction and behavioural intentions (Ryu, Han and Kim, 2008) perceived
service quality has significant relationship with restaurant image and brand trust (Hu,
Kandampully and Juwaheer, 2009; Jin, Lee and Gopalan 2012; Uslu and Karabulut, 2019)
and customer satisfaction is effective on behavioural intentions (Chen and Chen 2010;
Bujisic, Hutchinson and Parsa 2014; Karakaş, Bilgin and Kıngır 2017). In this manner,
restaurant preferences and customer behaviours are examined in different aspects in many
studies.
In line with the acquired results, it is considered that service quality and other factors are
evaluated all together in the mind of a customer and it has effect on dimensions of
satisfaction, brand image, perceived value, satisfaction and behavioural intentions. As a

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matter of fact, overall outcomes of customer experience quality should be considered as the
operational success report of an enterprise, an organization or a unit. While the successful
ones will be able to improve the sustainable processes, the failed ones will have to endure
costs or even worse consequences to revise operational activities.
In the current study, the interaction among food quality, satisfaction, brand image and
recommendation intention which are the dimensions of perceived experience quality as
believed to have an impact on restaurant preferences will be examined in accordance with the
results of other researches. In this manner, tips will be provided for the sector representatives
on the issues to be attentive in their enterprises and also a possibility of having holistic
analysis will be offered to academicians interested in the topic.
2. Conceptual Framework
2.1. Food Quality
Food quality is the most important component of an overall restaurant experience (Sulek and
Hensley, 2004) and it is an essential requirement to meet the expectations and needs of
restaurant customers (Peri, 2006). Many customers have knowledge on food, and the taste of
food at restaurants has gained much higher importance (Cortese, 2003). Food quality and
fresh ingredients are among the most important factors underlying the preference of a
restaurant again (Soderlund and Rosengren, 2008). That’s why, it is not surprising for a
restaurant with good food quality to have intense demand from customers. Jin, Lee and
Huffman (2012) have stated in their study that restaurant’s food quality has direct impact on
brand image. In that study, significant interactions between perceptions about the quality of
the food served to customers in restaurants and brand image have been identified. In the light
of the literature studies mentioned above, the first hypothesis of the research was developed
as follows;
H1: There is a significant positive relation between food quality and brand image.
Generally, food quality affects the satisfaction of restaurant customers and their future
behavioural intentions (Yuksel 2001; Rozekhi, Hussin, Siddiqe, Rashid and Salmi, 2016) and
satisfied customers show the intention to revisit the restaurant (Sulek and Hensley, 2004).
Clark and Wood (1998) state that food quality is the crucial determinant of customer loyalty.
Food quality is the essential component of customer satisfaction among restaurant
experiences when compared with environment and service qualities (Sulek and Hensley,
2004). In studies where the food quality and customer satisfaction are examined, a positive
relation has been identified (Namkung and Jang, 2007; Huang and Shanklin, 2008; Ha and

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Jang, 2010). Also, food quality renders the customer and brand relationship permanent,
provides the continuity of purchase intention and contributes to the enterprise’s being
recommended to others, as well (Bowden, 2009, Jeong and Jang, 2011; Parsa, Self, Gregory
and Yoon, 2012). Food quality affecting directly the restaurant image is important for
perceived value and satisfaction of customers. The studies in the literature show that this
situation has effect on behavioural intentions, as well (Kandampully and Suhartanto, 2000;
Ryu and et.al. 2008). In this manner, the hypotheses were developed as follows:
H2: There is a positive significant relation between food quality and customer satisfaction.
H3: There is a positive significant relation between food quality and recommendation
intention.
2.2. Satisfaction
Customer satisfaction preserves its importance as a subject studied by researches in the
relational marketing literature (Qin and Prybutok, 2008; Jang and Namkung, 2009; Ryu and
et al., 2012). Because satisfaction is the most important determinant of purchase intention (re-
purchasing, opting brand and preferring) (Tsiotsou, 2006). In the study of Han and Ryu
(2009), “The roles of the physical environment, price perception, and customer satisfaction in
determining customer loyalty in the restaurant industry”, customer satisfaction is defined as a
general assessment of perceived inconsistency between the previous expectation and real
consumption. The overall assessment affects the repurchase intent and behaviour and also can
reduce or increase the future revenue and profit shares of businesses. High corporate loyalty
and customer satisfaction are considered as a more important goal than short-term profit to be
achieved economically (Keiningham and Vavra, 2001). Because satisfaction is an important
factor in the increase of market share that will affect the financial performance of the
enterprise, as well (Han and Ryu, 2009). This is also very important for improving the brand
image and stimulating the recommendation behaviour.
Many studies in the literature show that enterprises that provide superior service quality
have a more satisfying customer base (Aaker and Jacobson, 1994; Gilbert, Veloutsou, Goode
and Moutinho, 2004; Gilbert and Veloutsou, 2006; Qin and Prybutok, 2009). In addition,
satisfied customers tend to use a service more often than those who are not satisfied (Bolton
and Lemon, 1999). These customers have higher intention to repurchase, as well as
recommending the service that they are satisfied, to their acquittances (Zeithaml, Berry and
Parasuraman, 1996). Promotion of a brand as a result of the recommendation intention is an
important step. Kim, Ng and Kim (2009) found a positive relationship between the

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satisfaction of restaurant customers and their intention to revisit, while Struebing (1996)
stated that the interest of new customers was more easily attracted by word-of-mouth
advertising and that they were able to generate a significant income rise by increasing the
number of customers who have the revisiting intention. Romaniuk and Sharp (2003) found
the positive relation between brand image and customer satisfaction. Many scholars, such as
Yang (2002), Lin (2005), Chen (2005) and Zhang (2007), also confirmed the positive
relations between brand image and customer satisfaction. Yang (2002) proposed that
customer satisfaction referred to the pleasant attitude when a customer accepting certain deal
or service; and, customer satisfaction and brand value appeared notably positive relation. In
line with the conclusions deriving from the literature review, the following hypotheses were
developed;
H4: There is a positive significant relation between customer satisfaction and brand image.
H5: There is a positive significant relation between customer satisfaction and
recommendation intention.
2.3. Brand Image and Recommendation Intention
The brand owned by an enterprise enables the establishment of reciprocal relationships with
customers. A strong brand represents a product that makes it easy to be distinguished and
respected (Perry and Wisnom III, 2004). Dobni and Zinkhan (1990) defined the brand image
as a subjective and perceptual phenomenon, which is either causal or emotional, deriving
from customer comments. Brand image is expressed as consumer thoughts and experiences
on a given brand (Gülsoy, 1999). Brand image, which has ever-increasing importance in
consumer intention-oriented researches, also affects subjective perceptions of individuals,
their value, satisfaction and behavioural intentions (Jin, Lee and Huffman, 2012).
Brand image is the positive and negative emotions that can be controlled by strengths and
weaknesses of the brand in the consumer's mind. These perceived emotions are formed as a
result of experiences. Brands have their own unique taste, smell, texture, sound and visual
identities to be preferred by leaving a permanent mark in the minds of the target audiences.
Brand name, slogan and logo form the basis of the brand image. The customer's personal
attributes affect the brand image and shape it. Therefore, brand image plays an important role
especially in cases where it is difficult to differentiate products or services based on physical
quality features (Mudambi, Doyle and Wong, 1997).
The level of satisfaction determines the decision of new customers to decide whether to
repurchase the service or to recommend it to others. Experienced customers, however, are

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less sensitive to the current service and the satisfaction arising from the utilization of the
service in question. Because the enterprise has created a reliable image in the eye of these
customers (Brunner, Stöcklin and Opwis, 2008). Kim et al. (2009) stated that the
recommendation received from the family, friends and colleagues who left the enterprise
with satisfaction, had a positive effect on sales. In the related study, a high correlation was
found between satisfaction and recommendation intention. Customers with corporate loyalty
are those who are less likely to change the received service but willing to pay more and
reflect positive experiences to their circle and tend to embrace negative situations (Zeithaml
et al., 1996). Also, the brand image for these customers is a strong indicator of loyalty. On
the other hand, the brand image is based only on the suggestions of their family and friends
for customers who have not previously purchased services from the enterprise and is
considered not to be very reliable (Brunner et al., 2008; Kim et al., 2009). Because
enterprises with a positive brand image are more likely to achieve a repurchase via customer
satisfaction. In the light of the above-mentioned information, the final hypothesis of the
research was developed follows:
H6: There is a positive significant relation between brand image and recommendation
intention.
Pine and Gilmore (1998) emphasized that creating a different customer experience can
bring tremendous financial value to companies. Encouraging these experiences has become
the main focus of the hospitality industry, because many products in the hospitality industry
are experiential and can be classified as “overall experience” (Williams, 2006). In addition,
the relationship between customer experience and brand image is inseparably linked with
organizational success in the restaurant industry (Kim and Kim, 2004).
3. Research Method
3.1. Aim and Method of Research
In this study, in line with the information obtained from the literature, it is aimed to
determine which dimensions related to restaurant experiences of consumers have what kind
of effects on their behaviors. For this reason, the interactions between consumers' perception
of food quality, satisfaction, brand image and recommendation intention in restaurant
experiences are examined. In this regard, data were collected via the questionnaires applied to
361 volunteer respondents who had a dining experience at various time intervals (at noon and
dinner times) at Köfteci R., in Izmir, in October - December 2019, and it is targeted to
present the correlations among findings in a structural model.

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Descriptive (percentage, mean, standard deviation) and predictive statistical methods
were used in the analysis of the data. In addition, structural equation modeling was preferred
in order to test the relations among four variables. The questionnaire consists of two parts. In
the first part, there are questions on demographic characteristics like respondents’ age,
gender, occupation, etc. In the second part, "Food Quality Scale, Brand Image Scale,
Satisfaction Scale" which Jin, Lee and Huffman (2012) used in their study "Impact of
Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining
Motivation" and "Scale of Recommendation Intention" which Fu and Parks used in (2001)
their studies were adapted to this study and used. Items were measured using a five-point
Likert scale (1 = strongly disagree, 3 = neither agree nor disagree, 5 = strongly agree). All
scales adopted from the literature were subjected to validity and reliability analysis.
3.2. Data Reorganization and Analysis
The data obtained with the help of the survey technique were coded into the SPSS program
before analysis, missing value and outlier analysis were performed, and as a result, 13
questionnaire forms were removed from the data set. After this process, the data obtained
from the remaining 348 questionnaire forms were rearranged. Structural equation models
(SEM) analyse the skewness and kurtosis values in order to control whether the data have a
normal distribution (Tabachnick and Fidell, 2012: 79). In addition, the Cronbach Alpha value
of the scales used, and the confirmatory factor analysis of each scale were also examined. In
the SEM configured in line with the literature review, first order unifactorial confirmatory
factor analysis was performed.
4. Findings
4.1. Demographic Characteristics
Demographic findings on 348 respondents are presented in Table – 1.
Table 1. Findings on Demographic Features
Age
No.
%
Profession
No.
%
18-25 age
80
23,0
Civil servant
104
29,9
26-33 age
88
25,3
Private sector
110
31,6
34-41 age
80
23,0
Freelance
48
13,8
42-49 age
73
21,0
Retired
17
4,9
50 and above
27
7,8
Not working
43
12,4
Other
27
7,5
Income
No.
%
Education
No.
%
2020 TL and less
58
16,7
Primary School
66
19,0
2021-3500 TL
137
39,4
High School
133
38,2

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840
3501-4500 TL
106
30,5
University
126
36,2
4501+ TL
47
13,5
Master’s Degree
23
6,6
Sex
No.
%
Marital Status
No.
%
Female
215
61,8
Single
135
38,8
Male
133
38,2
Married
213
61,2
Total
348
100
348
100
When Table-1 is examined, it is seen that 25.3% are in the age range of 26-33; 39.4% are
in the income range of 2021-3500TL; 61.8% are women; 31.65% work in private sector,
38.2% are high school graduates and 61.2% are married.
4.2. Normal Distribution, Validity and Reliability Analysis Results
According to the findings of the normal distribution, validity and reliability analysis of the
data obtained to determine which dimensions related to restaurant experiences of consumers
have what kind of effects, whether the data used in the research has normal distribution can
be evaluated based on the kurtosis and skewness values (Tabachnick and Fidell, 2012: 79).
Accordingly, while these values are within the range of +/- 1.0 or +/- 1.5 for some
researchers (Bayram, 2010: 49), for others if sig is <0.01, it is accepted in the range of +/-
2.58 or sig <0, 05 is reported to be accepted in the range of +/- 1.96 (Hair et al., 2009: 72;
Altın, Kurtoğlu and Kartal, 2017) and for other researches it is accepted in the range of +/- 3
or +/- 2 (Kalaycı, 2009: 6). Descriptive statistics for items are shown in Table 2.
Table 2. Findings on Data Distribution and Reliability
Factors
Items
N
Mean.
Std.
Dev.
Skewness
Kurtosis
Stand.
Factor
loading
Cron
bach
Alfa
CR
AVE
Std.
Error
Std.
Error
Food
Quality
Food
Quality1
348
3,09
1,290
-,083
,131
-1,031
,261
,870
Food
Quality2
348
3,09
1,285
-,047
,131
-1,031
,261
,912
,891
0,893
0,737
Food
Quality3
348
2,83
1,255
,186
,131
-,971
,261
,789
Satisfaction
Satisfactio
n1
348
3,51
1,413
-,378
,131
-1,375
,261
,902
Satisfactio
n2
348
3,73
1,390
-,699
,131
-,981
,261
,843
,825
0,919
,793
Satisfactio
n3
348
3,74
1,104
-,604
,131
-,981
,261
,925

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Brand image
Brand
image1
348
3,11
1,180
-,165
,131
-,826
,261
,742
Brand
image2
348
3,17
1,165
-,169
,131
-,782
,261
,710
,736
0,841
0,642
Brand
image3
348
3,62
1,229
-,529
,131
-,716
,261
,935
Recom. Intention
Recom.
Intent.1
348
3,59
1,519
-,672
,131
-1,047
,261
,912
Recom.
Intent.2
348
3,77
1,357
-,828
,131
-,586
,261
,849
,824
0,873
0,776
Recom.
Intent.3
348
3,24
1,460
-,202
,131
-1,271
,261
,745
In the validity and reliability analysis, it was observed that the Cronbach's Alpha values of
the scales were in the range of 0.70 - 0.90. These values show that the scales are quite reliable
(Kalaycı, 2009). Furthermore, it was found that the kurtosis and skewness values of the scales
were within the range of +/- 2 and the data of each variable had multiple normal distribution.
In order to measure whether these distributions are validated by the data obtained, first-order
unifactorial confirmatory factor analyses (CFA) were performed, and the overall model was
applied by verifying the data. Also, AVE values for each variable were above 0.50 (minimum
0.64), and the composite reliability values (CR) were above .70 (minimum 0.841). This
shows that the construct is reliable. Findings related to the overall model are presented in
Figure 1.

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Figure 1. Structural Equation Model on Relationships Among Food Quality, Satisfaction,
Brand Image and Recommendation Intention of Respondents
The data obtained to be tested via the structural equation modeling were designed in
accordance with the findings in the literature and the theoretical background and then path
analyses were performed. While the food quality is the exogenous variable in the constructed
model, the satisfaction and the brand image are both endogenous and exogenous. The
recommendation intention is the endogenous variable. The goodness of fit indices and the
acceptability of the model are presented in Table 3.
Table 3. Fit Indices of Structural Equation Models and the Analysis Results
Measurement
(Fit Statistics)
Goodness of
Fit Indices
Acceptable Fit
Indices
SEM Analysis
Values
Overall Model Fit
CMIN/df, (χ2/df)
≤3
≤4-5
2,075
Comparative Fit Indices
NFI
CFI
RMSEA
≥0,95
≥0,95
≤0,05
0,94-0,90
0,94-0,90
0,06-0,08
,962
,980
,056
Absolute Fit Indices
GFI
AGFI
≥0,90
≥0,90
0,89-0,85
0,89-0,85
,956
,928
Note: RMSEA= Root Mean Square Error of Approximation; CFI= Comparative Fit
Index; NFI=Normed Fit Index, GFI= Goodness of Fit Index, *P < 0,05
In Table 3 showing the Goodness of Fit Indices of the Structural Equation Model, it is
seen that the values obtained are acceptable. Since the goodness of fit indices of the obtained
model are χ² / df: 2,075, RMSEA: 0,056, NFI: 0,972, CFI: 0,980, GFI: 0,956, RMR: 0,071, it
is observed that the measurement model has good fit indices.

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The path analysis results and standardized regression values of the relationships among
the variables in the constructed model are presented in Table 4.
Table 4. Analysis Results of Structural Equation Model and Relationships Among Variables
Relation between variables
Standardized
β
P
Value
Brand Image
Food Quality
,779
0,000
Satisfaction
Food Quality
,726
0,003
Recommendation
Intention
Food Quality
,625
0,000
Recommendation
Intention
Satisfaction
,836
0,009
Brand Image
Satisfaction
,651
0,005
Recommendation
Intention
Brand Image
,269
0,054
*p < 0,01 (statistical significance level)
According to Table 4, it is seen that food quality has a positive effect on the brand image
(β = .779, p <0.01) and this effect is statistically significant. In line with this result, H1
hypothesis is supported. It can be stated that the positive attitude towards food quality affects
the brand image positively, and that one-unit increase in food quality will provide
approximately .779-unit improvement in the brand image. It can be seen that similar results
have been concluded in the studies of Jin, Lee and Huffman (2012).
According to Table 4, it is seen that food quality has a positive effect on satisfaction (β=
.726, p <0.01) and this effect is statistically significant. In this case, H2 hypothesis is
supported. It is seen that one-unit positive increase in food quality will positively increase the
satisfaction by .726. Ryu and Han (2010) put forward that food, service and environmental
quality directly affect customer satisfaction in their study where they investigate the
emergence of intentions towards fast food restaurants. The findings obtained are consistent
with the results of the relevant study.
It is seen that the food quality perceived by the respondents has a positive effect on the
recommendation intention (β = .625, p <0.01) and this effect is statistically significant. In line
with these results, the H3 hypothesis is supported. In other words, it can be stated that a
positive one-unit increase in food quality will result in a .625-unit positive increase in
recommendation intention. Kim, Ng and Kim (2009) determined that there is a significant
relationship between food quality and recommendation intention in their research on food
and beverage spots in universities. In addition, Bujisic, Hutchinson and Parsa (2014) stated

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that every improvement in food quality will lead an increase in customer behavioural
intentions.
It has been determined that there is a positive relationship (β = .651, p <0.01) between
satisfaction and brand image and this relationship is statistically significant. It is seen that
one-unit change to be achieved in satisfaction will provide .651-unit change in the brand
image. Thus, the alternative hypothesis is rejected and the H4 hypothesis is supported.
Satisfaction positively affects the brand image.
In addition, a statistically significant (β = .836, p <0.01) and positive correlation was
found between satisfaction and recommendation intention. Thus, H5 is supported in the
hypothesis. It can be expressed that the increase in satisfaction positively affects the
recommendation intention.
Finally, there is a positive (β = .269, p> 0.01) relationship between the brand image and
the recommendation intention, but this relationhip is not statistically significant. In this case,
H6 hypothesis is rejected. The increase or decrease in the brand image perception of the
respondents does not produce a statistically significant result on recommendation intention.
5. Result and Discussion
In this research, the interactions between perceived experience quality factors were tried to be
determined. The experience quality dimensions obtained from other studies in the literature
on restaurant businesses have been examined from a holistic perspective. In this way,
implications were made regarding the food quality, satisfaction, brand image and
recommendation intention of the customers in general.
It is seen that the food quality variable under the category of perceived experience quality
affects many factors significantly and positively. For this reason, it should be noted that the
most important element of the service offered by restaurant enterprises is the food quality.
Maintaining standards in food quality increases the customers' satisfaction with the
enterprise, the brand image and the recommendation intention. Especially in this study, the
intense competition of the restaurant-type enterprises, where the research data were collected,
necessitates business managers to make sensitive decisions in this regard. Hwang and Ok
(2013) emphasized that the core service that determines the overall restaurant perception of
the customers is the food quality. As a matter of fact, the findings acquired in the current
study support the findings concluded in the studies of Kim et al. (2009), Ryu and Han (2010),
Jin et al. (2012) and Bilgin (2017).

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In this study, it is seen that satisfaction affects the brand image. Han and Hyun (2017)
found in their study that the overall image affects satisfaction. Therefore, the obtained
findings support the findings in the study of Han and Hyun (2017). In many studies where
consumers are characterized as Gen X, Y, and Z, especially in the marketing literature
(Williams and Page 2011; Özaltaş Serçek and Serçek 2016), consumers from Gen Z give
importance to the brand image and brand characteristics. Therefore, increased customer
satisfaction will positively affect the brand image. In this sense, business owners are required
to lead and meet the customer demands in order to increase customer satisfaction.
It is observed that the increase in customer satisfaction increases the likelihood of the
business being recommended. The important limitation in qualifying the quality in the service
sector is that the service measurement is difficult. The best-known way to overcome this
challenge is to listen to other people's recommendations and have comparisons about service,
product and enterprise. Therefore, it is important that satisfied customers show positive
recommendation intention. It should be assumed that the customers’ recommendation
behaviour will increase the number of customers visiting the enterprise and thus the business
revenue, and efforts should be made to retain existing customers and bring new customers to
the enterprise. Thus, both the existing customer profile will be retained, and new customers
will be attracted. This result supports the findings in Brunner et al. (2008)’s study.
Although different studies in the literature (Back, 2005; Ryu et al., 2008) revealed that
branded cafes, restaurants and other tourism enterprises with a strong corporate image are
more likely to be recommended, the findings obtained in this study show that the brand
image has no significant effect on recommendation intention.
Customer experience in restaurants can be shaped by the interaction of different elements.
Customer satisfaction, brand image and recommendation intention may differ depending on
the customers’ experiences in restaurants. Creating a high-quality customer experience is
important in terms of enabling a loyal customer profile and providing sustainable competitive
advantage.
As with any study, this study also employs several limitations. Firstly, the data are
obtained from consumers dining in the restaurant enterprise in a limited time period.
Secondly, the perceived restaurant experience dimensions are listed as food quality,
satisfaction, brand image and recommendation intention, which are addressed in different
studies in the literature. However, atmosphere, physical elements, service quality and price
elements are not taken into consideration in the scope of the perceived restaurant experience

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quality. Having a holistic approach on the related dimensions in line with the conceptual
framework will present important findings to restaurant owners and academicians.
It is suggested that collecting data from consumers who prefer different types of
restaurants, what effects the customers' personality traits have on restaurant experience
quality dimensions, and examining the variables in terms of service quality, loyalty,
atmosphere, physical elements and price element in future studies will contribute to the
literature.

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