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2023 APacCHRIE Youth Conference Template for Abstracts (Maximum 1,000 Words) and
for Full Papers (Maximum 3,000 Words)
Customer Satisfaction Towards Immersive Dining Experiences: Assessing
Modern Restaurant Trends
Marjory S. Chua1
Jemimah B. David2
Dareen Lou T. Mengote3
Arrianne Joy P. Paz4
Criselda Q. Rondina5
Joseph David Victor C. Samaniego6
Bianca Carmela L. Tenorio7
Kathrine Camille A. Nagal, MBA8
Agnes Jocelyn P. Bandojo, DBA9
1-8College of Tourism and Hospitality Management, University of Santo Tomas
9Research Center for Social Sciences and Education, University of Santo Tomas
Contact information:
Marjory S. Chua | marjory.chua.cthm@ust.edu.ph
Kathrine Camille A. Nagal, MBA | kanagal@ust.edu.ph
Please indicate your preference for
ONE out of three options
( √ ) Stand up paper presentation only
( ) Poster presentation only
( ) Either Poster presentation or Stand up paper presentation
Number of total words
( 3,103 ) words
Submission Date: February 28, 2023
Revised & re-submitted: April 2, 2023
Submitted exclusively to Paper Review Team of 2023 APacCHRIE Conference
2
Customer Satisfaction Towards Immersive Dining Experiences: Assessing
Modern Restaurant Trends
Abstract:
Technological advancements in Food and Beverage Services (FBS) operations have improved
in the last era leading to the development of new and unconventional trends in technology use
and application. Restaurants have become more competitive, offering immersive dining
experiences, battling for customer satisfaction and retention. Using a descriptive-correlational
design, this study assesses the effectiveness of immersive dining experiences in achieving
customer satisfaction and positive behavioural tendencies leading to customer revisit intention
through the five (5) domains of experience formation.
Keywords: customer satisfaction, immersive dining, immersive dining experiences, modern
restaurant trends, restaurant trends
1. Introduction
With the onset of the Fourth Industrial Revolution (FIR), which brought forth developments in
artificial intelligence (AI), robotics, the internet of things, and even augmented reality, people's
opinions on the use of technology have greatly changed. (McGinnis, 2020) Technological
advancements have helped to revolutionize opportunities and transform industries toward
digitization of workspaces and work processes, which depended on consumer convenience and
experience expectations for goods and services offered in the market, primarily in service-
related industries like food and beverage service or FBS (Wardynski, 2019). As digital
applications, self-ordering kiosks, artificial intelligence, and even augmented reality have been
developed and used in corporate operations, so too have technology applications in
organization and business management, as well as product and service development.
It is clear from the way FBS is being delivered today how immersive dining trends and
technologies have accelerated recently, particularly in the wake of the COVID-19 outbreak
which compelled restaurants all over the country to improve their customer retention tactics.
Technology developments that aided the industry’s survival despite the pandemic were seen
along with immersive techniques to improve dining experiences aimed to both satisfy and retain
customers. As such, the usage of technology-assisted substitutes significantly increased,
causing traditionally client-facing restaurants to adapt home delivery and door-to-door services
while meeting client requirements and adhering to health and safety guidelines (Youssef &
Spence, 2021). Another obvious difficulty was getting people out of their houses even after
restrictions were lifted, since customers have become selective and forthright about the
experiences they want to have, to the point where even customer engagement tactics (Smyth,
3
n.d.) have become popular. As a result, restaurants started using immersive technologies like
artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), which were found
to have a huge potential to change the sector by improving customer experience. Through
audiovisuals and other sensory elements, customer experiences are made more memorable and
distinctive from its competitors, creating immersive dining experiences that helped businesses
set a new standard of dining experience that could not only encourage people to go outside the
comfort of their homes but also create lasting impressions that would make them want to come
back.
As the popularity of immersive dining innovations grow, well-known players in the industry
sought and adopted trends that bring fresh dining experiences to its customers through quality
entertainment. At the center of this innovation is Le Petit Chef, created by animation studio and
artistic collective Skullmapping (https://skullmapping.com/) based in Leuven, Belgium. Run
by Filip Sterck and Antoon Verbeeck, the company applies visual artistry combined with the
latest technology to tell narratives with stunning visuals that highlight the restaurants’
popularity. Present in the Philippines, the popularity of similar business concepts show
potential for businesses growth, as it offers unique experiences where customization is
encouraged. With immersive dining concepts, restaurants, especially those that incorporate AR
technology, have become more and more prominent that the proponents decided to conduct
this study to determine the dining experience of customers in immersive restaurants. More
specifically, this study identified and assessed customer experiences in terms of the experiential
dimensions of sensory, behavioral, social, intellectual, and affective domains; their overall
satisfaction of the experience; and their revisit intentions towards these restaurants. It also
determined whether customer dining experiences can influence revisit intentions towards
immersive restaurants.
2. Literature Review
2.1 Augmented Reality (AR) in Foodservice
Using digital content including text, geographical data, graphics, music, and videos to augment
or superimpose over a live view of actual physical objects and settings in real-time, augmented
reality (AR) improves users' perceptions of sight, sound, touch, and smell (Batat, 2021). AR
creates a tighter connection between users' physical space and virtual objects, creating a more
immersive, colorful, engaging, and lifelike experiences (Cipresso et al., 2018). AR
technologies are famous for their immersive and sensory dimensions used to create artistic and
aesthetic experiences (Chevalier and Kiefer, 2020). However, their usage are not limited to
these two dimensions as it includes a variety of technologies that are directly or indirectly
related to immersion. Through digital devices that incorporate additional sensory information
(sounds, objects, avatars, graphics, and labels) into a natural setting, AR delivers contextualized
perceptions that improve a product’s visuals or use and provide an enhanced interactive
experience for consumers (Wedel et al., 2020, p. 443).
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As the FBS industry has been adapting technological and digital advancements that create
accessible, secure, and personalized experiences to individuals, AR applications have been
observed to: (1) enhance food sensory aspects of taste and flavor; (2) offer an entertaining
restaurant experiences; (3) deliver information about the food and healthy eating; and (4)
enchant diners whilst offering more memorable social experiences at restaurants. (Batat, 2021)
2.2 Memorable Dining Experiences (MDE)
Memorable experiences are the culmination of sensations and emotions evoked by a physical
performance (Schmitt, 1999, as cited in Batat, 2021). The rapid advancement of technology
has brought vast opportunities for business owners, through various applications and by-
products of advanced technologies which consequently increases customer satisfaction,
loyalty, and motivation, among others (Foroudi et al., 2018). In FBS, Batat (2021), explains
how augmented reality or AR has been transforming the restaurant sector as special customer
services are provided, leading to memorable dining experiences. Using Schmitt’s SEMs (1999),
Batat (2021) identified five specific dimensions that influence the perceptions of consumers on
their restaurant experiences, either positively or negatively. These dimensions, sensory (or the
intensity of the five senses involving visual, aural, olfactory, gustatory, and tactile senses),
affective (pleasant sensations through moods and emotions), behavioral (dining engagement
experiences that influence behaviours towards or against) social (influence of feelings elicited
from interactions or social stimuli with their environment), and intellectual (multisensory
experiences and immersive environments that contribute to obtained knowledge) dimensions,
were observed to improve the overall dining experience of consumers, implying that the use of
AR can provide a vital impact on a restaurant’s operations (Wedel et al., 2020; Batat, 2021;
Bardwell et al., 2018; Romano et al., 2020; Lu & Chi, 2018; Kleinhans et al., 2021; Youssef &
Spence, 2021; Han et al., 2019).
2.3 Satisfaction and Revisit Intentions
Dining has reached a level beyond just consuming a meal and satisfying hunger. (Oliver, 2020).
Originally, food quality was a primary determinant of revisit intentions of customers, but as
consumer lifestyles have been rapidly changing, people now perceive restaurants differently.
Intense competition has challenged restaurant owners to create engaging dining environments,
involving both the physical environment and employee performance. Adoption of
technological and digital advancements that create more accessible, secure, and personalized
services to the customer is now an ongoing trend. For instance, customers are now more willing
to spend money on dining experiences that take them on a “journey” (Ballard, 2018),
demonstrating that consumers are emotional and logical beings that favor goods and services
that offer distinctive experiences (Schmitt, 1999 as cited in Kleinhans et al., 2021).
When customers are satisfied with the dining experience, they often demonstrate revisit
intentions, sharing positive comments, and recommending it to other people, such as their
family and friends. Thus, customer satisfaction increases the likelihood of repeat purchases and
5
referrals (Prayag et al., 2017) as well as recurrence that encourages "willingness to revisit for
satisfying experiences and suggesting the place to friends to develop loyalty" (Chien, 2017).
Additionally, the social conformity theory (SCT) of Zhang & Yang (2019) supports the logical
inclusion of word of mouth as a moderator between customer happiness and revisit intention,
where a herding effect results from social conformity's influence on people's attitudes, beliefs,
and behaviours.
3. Methodology
Respondents of this study comprised of 180 people who dined in select immersive dining
restaurants in Metro Manila from the beginning of 2022 up to September of the same year. Data
was collected using a modified questionnaire originally adapted from the study of Wided Batat
(2021) entitled: “How augmented reality (AR) is transforming the restaurant sector:
Investigating the impact of “Le Petit Chef” on customers’ dining experiences.” Using a 4-point
Likert scale the respondents’ level of dining experience in terms of sensory, behavioral, social,
intellectual, and affective dimensions, their overall satisfaction, and revisit intentions towards
dining in an immersive restaurant were assessed.
The reliability, convergent validity, construct reliability, and internal consistency of the sets of
indicators within the tool were tested, revealing that of all the dimensions, the overall
satisfaction, and revisit intention satisfied the criterion for construct reliability while the value
of the composite reliability for the dimensions, overall satisfaction, and revisit intention fit the
criterion for good internal consistency of the research instrument – as presented in Table 1.0.
The tool’s convergent validity showed that the item loadings of all indicators were statistically
significant and met the required value. (Kock, 2017). In addition, the tool’s average variance
extracted (AVEs) on its constructs (in Table 2.0) determined its discriminant validity since the
AVE range extracted on the main diagonal fell between .627 to .890, indicating that the research
instrument had an acceptable discriminant validity, whereby the statements associated with
each variable are not confusing to the respondents as they answered the questionnaire and that
statements related to one variable, for instance, are not confusing with the statements connected
with other variables (Kock, 2017).
Data collection through purposive random sampling and snowballing using Google Forms were
done through respondents sourced online via social media platforms, direct messaging, blog
sites, and referrals. They were then analyzed using a descriptive-correlational design, assessing
the different dimensions of sensory, behavioral, social, intellectual, and affective domains of
experience formation and the overall satisfaction of the customers as they engaged in
immersive dining experiences and in determining the causal relationship which explains how
each of the variables affect the extent of a customers’ revisit intentions towards dining in
immersive restaurants. PLS-SEM was conducted to evaluate the hypotheses presented on the
effect of the dimensions of customer dining experience and overall satisfaction towards revisit
intentions.
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Table 1.0 Latent Variable Coefficients
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4. Results
4.1. Level of Customer Dining Experience
Results presented on the customers’ level of dining experience in immersive restaurants in
Table 3.0 revealed that the top dimensions showing strong agreement included the “Affective
Dimension” (mean = 3.72, SD = .506), the “Behavioral Dimension” (mean = 3.68, SD = .539),
and the “Sensory Dimension” (mean = 3.64, SD = .607), while the least favorable dimension
that customers considered in immersive restaurants was the ‘Social Dimension” (mean = 3.43,
SD = .682), suggesting that the variables relating to “pleasant dining experience with 3D
projections” (mean = 3.73, SD = 0.482); “stimulation of positive feelings from the dining
experience” (mean= 3.72, SD = 0.509); and the “level of excitement and enthusiasm increased
during their AR dining experience” (mean= 3.70, SD = 0.526) were viewed as the most
important.
4.2. Extent of Customer Revisit Intentions
Table 4.0 presents the extent of the customers’ revisit intentions towards dining in immersive
restaurants which revealed that generally, respondents strongly intend to revisit immersive
restaurants (mean = 3.31, SD = .801), indicating that they "will continue to make positive
comments about AR dining" (mean = 3.61, SD = .619), and that they "look forward to having
another AR dining experience in an immersive restaurant" (mean = 3.58, SD = .587), as well
as " recommend AR dining to their friends and relatives" (Mean = 3.55, SD = .600).
Although respondents only agreed that they are "willing to pay a higher fee to experience AR
dining again" (mean = 2.86, SD = 1.091) results show contrasting responses on this indicator,
represented by the high value of standard deviation (SD >1.00).
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9
4.3. Effects of Experience to Revisit Intentions
Structural Equation Analysis of the hypothesized model on Figure 1.0 revealed that the
dimensions of the dining experience significantly affect the customers’ revisit intentions
presented in Table 5.0.
Based on path coefficients and probability values to establish the relationship between dining
experience and the revisit intentions of customers, the five SEM dimensions (sensory,
behavioral, social, intellectual, and affective), together with the customer’s overall satisfaction
of their experience were found to significantly affect customer revisit intentions. Of these
results, sensory (β = .270, f2 = .223, p < 0.001) and affective (β = .309, f2 = .248, p < 0.001)
dimensions to the dining experience, as well as a customer’s overall satisfaction (β = .250, f2 =
.202, p < 0.001), have positive significant effects on customer revisit intentions, represented by
positive β coefficients and the p-values of less than 0.05. Moreover, the extent of the effect of
Table 4.0 Customers’ Revisit Intentions
Figure 1.0 Hypothesized Model
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the dining experiences in these three areas showed that they have a medium contribution (f2 =
.223; .248; and, .202 respectively) to customer revisit intentions, as suggested by the value of
the effect size (f2 > .15), implying that 22.3%, 24.8%, and 20.2% of the variability in the
customer’s revisit intention may be due to either the sensory dimension, affective dimension or
the overall satisfaction of their dining experiences in the restaurants (Cohen, 1988), implying
as well that as sensory and affective dimensions are improved together with the customer’s
overall satisfaction, customer revisit intentions to immersive restaurants may increase.
As for the behavioral (β = .168, f2 = .140, p = 0.010), social (β = .173, f2 = .121, p = 0.009),
and intellectual (β = .167, f2 = .129, p = 0.011) dimensions of the dining experience, results
revealed positive significant effects on the customer’s revisit intention, as shown by its positive
β coefficients and the p-value of less than 0.05. However, the values generated relating to the
extent of their contribution to the customers’ revisit intentions only show minimal contributions
(f2 = .140; .121; .129 respectively) as suggested by the value of the effect size (f2 < .15). This
implies that the behavioral, social, and intellectual, dimensions impact revisit intentions by a
small margin, having only 14.0%, 12.1%, and 12.9% effect to the variability in the customer’s
revisit intention respectively (Cohen, 1988), still implying that as these dimensions improve,
revisit intentions towards immersive restaurants may also increase.
5. Discussion and Conclusion
5.1. Discussion
The findings presented in this study demonstrate that diners at immersive dining establishments
have a great deal of interest and approval toward their dining experiences, evidenced by their
strong agreement with the SEM's dimensions, their overall satisfaction, and their revisit
intentions. Findings also revealed that all five dimensions of the dining experience together
with overall satisfaction of the experience, were found to significantly affect customer revisit
intentions despite the varying levels of effects they have on the revisit intentions demonstrated
by their level of contribution and effect sizes.
These results align with the studies of Zhu & Wang (2022) and Heerden, Kleinhans, E., and
Kleinhans, I. (2021) which presented the important role that the five dimensions play in
Table 5.0 Path Analysis with 1 segment
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influencing customer experience and overall satisfaction. More significantly, results which
exposed how guest experience through sensory dimension was seen as the biggest contributor
to customer satisfaction and revisit intention coincide with the studies of Karunarathne &
Dassanayake (2019) and Tian (2022). On the other hand, results relating to the behavioral
dimension and how the practical advantages of technology when it comes to producing
immersive and satisfying experiential and behavioral encounters align with the findings of
Wedel et al. (2020), Romano et al. (2020), and Batat (2021). The other dimensions - social,
intellectual, and affective – were also seen to be a determinant of dining experience that can
create revisit intentions through customer satisfaction, as reflected in the works of Zhu & Wang
(2022), Rajput and Gahfoor (2020), Anggraeni and Affandy (2020), confirming that through
the immersive dining experience, all five dimensions were heightened and created pleasant
virtual experiences for the guests which resulted to positive impacts on guest experience and
satisfaction and revisit intentions of customers.
5.2. Conclusion
Findings revealed that there are significant and direct relationships between the experiential
dimensions of services encountered by the customers and their overall satisfaction in relation
to these experiences to their revisit intentions towards the restaurant. As such, the proponents
conclude that the customers’ (1) level of sensory dining experience, (2) behaviors during the
dining experience, (3) level of social dining experience, (4) level of intellectual dining
experience, and (5) level of affective dining experience – all impact on their revisit intentions
towards dining in immersive restaurants – and that their overall satisfaction with their dining
experience affects their revisit intentions toward dining in the immersive restaurants.
Further, and because the context of immersive dining is still relatively new in the Philippines,
results seemingly support the practical applications of immersive technologies in FBS to such
extent that investing in AR tools may be considered as a feasible investment for up and coming
restaurateurs who want to challenge the status quo.
5.3. Limitations of this study
The study is limited to data gathered online means due to limitations posed by pandemic-related
restrictions and data privacy concerns and policies of the establishments assessed. In addition,
and since the restaurants applying AR technology in the Philippines are limited, the number of
the qualified respondents were also limited. Further, an added challenge to the proponents was
that the time frame to complete the entire study only lasted for less than 4 months, further
limiting the examination of the restaurants and the customers’ experiences on the dimensions
and models used in the study.
To further strengthen the findings of this study, it is recommended to make further assessments
using a bigger data set (i.e., more respondents), or through using other dimensions or variables
that may not be as well-known as the experiential dimensions of service in assessing the effects
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of AR technology to dining experiences and revisit intentions. Other applications of PLS-SEM
in the study to assess mediation or moderation of related variables to revisit intentions may also
be further exploited – for example, determining whether price or cost of the experience can
mediate or moderate revisit intentions (whichever best applies), or if there are other factors that
could impact on one’s revisit intentions towards immersive dining restaurants. Because
immersive dining in the Philippines is relatively an unexplored territory, there is an abundance
of opportunities for exploration and the development of further studies and insights in this field.
…………………………………………………………………………………………………
References
Anggraeni, A., Sulistyo, L. I., & Affandy, N. (2020). The Antecedents of Satisfaction and
Revisit Intention for Full-Service Restaurants: An Empirical Study of the Food and Beverage
Industry in Jakarta. International Journal of Asian Business and Information Management,
11(3), 101-118.
Ballard, B. (2018). The growing demand for multisensory dining. Business Destinations Make
travel your business.
Bardwell, A. M., Stephan, J. T., Rahman, I., & Reynolds, D. (2018). A structural model
evaluating the relationships among dining frequency, involvement, and restaurant attributes.
Journal of Foodservice Business Research, 21(6), 642–658.
Batat, W. (2021). How augmented reality is transforming the restaurant sector: Investigating the
impact of “Le Petit Chef” on customers’ dining experiences. Technological Forecasting and
Social Change, 172, 121013.
Chevalier, C., & Kiefer, C. (2020). What Does Augmented Reality Mean as a Medium of
Expression for Computational Artists? Leonardo, 53(3), 263–267.
CHIEN, M. C. (2017). An empirical study on the effect of attractiveness of ecotourism
destination on experiential value and revisit intention. Applied Ecology and Environmental
Research, 15(2), 43–53.
Cipresso, P., Giglioli, I. A. C., Raya, M. A., & Riva, G. (2018). The Past, Present, and Future of
Virtual and Augmented Reality Research: A Network and Cluster Analysis of the Literature.
Frontiers in Psychology, 9.
Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart
technology on customer dynamics and customer experience. Computers in Human Behavior,
80, 271–282.
Han, H., Lee, K. S., Song, H., Lee, S., & Chua, B. L. (2019). Role of coffeehouse brand
experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase
intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35.
Karunarathne, A., & Dassanayake, H. C. (2019). Better Dining Experience to Ensure Revisit
Intention : Moderating Effect of Generation Type.
Kleinhans, E. H., Van Heerden, C. H., & Kleynhans, I. C. (2021). Making “Sense” of the
Middle of the Pyramid Consumer’s Dining Experience. African Journal of Hospitality,
Tourism and Leisure, 10(4)(10(4)), 1215–1228.
Kock, N. (2017). WarpPLS user manual: Version 6.0. ScriptWarp Systems: Laredo, TX, USA,
141.
13
Lu, L., & Chi, C. G. Q. (2018,). An examination of the perceived value of organic dining.
International Journal of Contemporary Hospitality Management, 30(8), 2826–2844.
McGinnis, D. (2020). What Is the Fourth Industrial Revolution?
https://www.salesforce.com/ap/blog/2020/03/apac-what-is-the-fourth-industrial-
revolution-4IR.html
Oliver, R. (2020). Sight, Sound and Smell: The Magic of Multisensory Dining. Truly
Experiences. https://trulyexperiences.com/blog/magic-multisensory-dining
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the
Relationships between Tourists’ Emotional Experiences, Perceived Overall Image,
Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41–54.
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food
restaurants. Future Business Journal, 6(1).
Romano, B., Sands, S., & Pallant, J. I. (2020). Augmented reality and the customer journey:
An exploratory study. Australasian Marketing Journal, 29(4), 354–363.
Skullmapping. (2019). https://skullmapping.com/
Smyth, C. (n.d.). Delivering the Multisensory Experience of Dining-Out, for Those Dining-
In, During the Covid Pandemic. NCBI.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8336565/
Tian, Y. (2022). How the Five Dimensions of Experiential Marketing Affect Customer
Satisfaction: Focused on Starbucks. Proceedings of the 2022 2nd International
Conference on Enterprise Management and Economic Development.
Wardynski, D. (2019). Technology And Society: How Technology Changed Our Lives.
Brainspire. https://www.brainspire.com/blog/technology-and-society-how-technology-
changed-our-lives
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing
research in consumer marketing. International Journal of Research in Marketing, 37(3),
443–465.
Youssef, J., & Spence, C. (2021). Náttúra by kitchen theory: An immersive multisensory
dining concept. International Journal of Gastronomy and Food Science, 24, 100354.
Zhang, W., Yang, J., Ding, X. Y., Zou, X. M., Han, H. Y., & Zhao, Q. C. (2019). Groups
make nodes powerful: Identifying influential nodes in social networks based on social
conformity theory and community features. Expert Systems With Applications, 125, 249–
258.
Anggraeni, A., Sulistyo, L. I., & Affandy, N. (2020). The Antecedents of Satisfaction and
Revisit Intention for Full-Service Restaurants: An Empirical Study of the Food and Beverage
Industry in Jakarta. International Journal of Asian Business and Information Management,
11(3), 101-118.
Ballard, B. (2018). The growing demand for multisensory dining. Business Destinations Make
travel your business.
Bardwell, A. M., Stephan, J. T., Rahman, I., & Reynolds, D. (2018). A structural model
evaluating the relationships among dining frequency, involvement, and restaurant attributes.
Journal of Foodservice Business Research, 21(6), 642–658.
Batat, W. (2021). How augmented reality is transforming the restaurant sector: Investigating the
impact of “Le Petit Chef” on customers’ dining experiences. Technological Forecasting and
Social Change, 172, 121013.
Chevalier, C., & Kiefer, C. (2020). What Does Augmented Reality Mean as a Medium of
Expression for Computational Artists? Leonardo, 53(3), 263–267.
CHIEN, M. C. (2017). An empirical study on the effect of attractiveness of ecotourism
destination on experiential value and revisit intention. Applied Ecology and Environmental
Research, 15(2), 43–53.
Cipresso, P., Giglioli, I. A. C., Raya, M. A., & Riva, G. (2018). The Past, Present, and Future of
Virtual and Augmented Reality Research: A Network and Cluster Analysis of the Literature.
Frontiers in Psychology, 9.
Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart
technology on customer dynamics and customer experience. Computers in Human Behavior,
80, 271–282.
Han, H., Lee, K. S., Song, H., Lee, S., & Chua, B. L. (2019). Role of coffeehouse brand
experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase
intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35.
Karunarathne, A., & Dassanayake, H. C. (2019). Better Dining Experience to Ensure Revisit
Intention : Moderating Effect of Generation Type.
Kleinhans, E. H., Van Heerden, C. H., & Kleynhans, I. C. (2021). Making “Sense” of the
Middle of the Pyramid Consumer’s Dining Experience. African Journal of Hospitality,
Tourism and Leisure, 10(4)(10(4)), 1215–1228.
Kock, N. (2017). WarpPLS user manual: Version 6.0. ScriptWarp Systems: Laredo, TX, USA,
141.
14
Lu, L., & Chi, C. G. Q. (2018,). An examination of the perceived value of organic dining.
International Journal of Contemporary Hospitality Management, 30(8), 2826–2844.
McGinnis, D. (2020). What Is the Fourth Industrial Revolution?
https://www.salesforce.com/ap/blog/2020/03/apac-what-is-the-fourth-industrial-
revolution-4IR.html
Oliver, R. (2020). Sight, Sound and Smell: The Magic of Multisensory Dining. Truly
Experiences. https://trulyexperiences.com/blog/magic-multisensory-dining
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the
Relationships between Tourists’ Emotional Experiences, Perceived Overall Image,
Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41–54.
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food
restaurants. Future Business Journal, 6(1).
Romano, B., Sands, S., & Pallant, J. I. (2020). Augmented reality and the customer journey:
An exploratory study. Australasian Marketing Journal, 29(4), 354–363.
Skullmapping. (2019). https://skullmapping.com/
Smyth, C. (n.d.). Delivering the Multisensory Experience of Dining-Out, for Those Dining-
In, During the Covid Pandemic. NCBI.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8336565/
Tian, Y. (2022). How the Five Dimensions of Experiential Marketing Affect Customer
Satisfaction: Focused on Starbucks. Proceedings of the 2022 2nd International
Conference on Enterprise Management and Economic Development.
Wardynski, D. (2019). Technology And Society: How Technology Changed Our Lives.
Brainspire. https://www.brainspire.com/blog/technology-and-society-how-technology-
changed-our-lives
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing
research in consumer marketing. International Journal of Research in Marketing, 37(3),
443–465.
Youssef, J., & Spence, C. (2021). Náttúra by kitchen theory: An immersive multisensory
dining concept. International Journal of Gastronomy and Food Science, 24, 100354.
Zhang, W., Yang, J., Ding, X. Y., Zou, X. M., Han, H. Y., & Zhao, Q. C. (2019). Groups
make nodes powerful: Identifying influential nodes in social networks based on social
conformity theory and community features. Expert Systems With Applications, 125, 249–
258.
