Multisensory Dimensions Effect on Affective Attitudes, Restaurant Attachment and Positive Word of Mouth of Quick-Service Restaurants
Keywords:
Multisensory; attitudes; attachment; consumers; quick serviceAbstract
The constant growth of South Africa’s quick-service restaurants, also known as the fast
food outlets industry, has transformed the food industry landscape, food consumption patterns, and
the intensity of industry competition. As such, it is imperative for marketers in this industry to look
beyond their branding and promotional efforts in order to appeal to the modern customer and a
multisensory approach has become a critical strategy for the success of all businesses, especially
service businesses such as restaurants. The purpose of this study was to examine the impact of
multisensory dimensions (smell, sound, sight, taste and touch) on affective consumer attitudes
towards quick-service restaurants as well as restaurant attachment, and in turn positive word of mouth
on the restaurants in South Africa. A quantitative research approach was utilised for this investigation
and a convenience sampling procedure was embraced. Data was collected from 270 quick-service
restaurant student customers within the Braamfontein Business District of Johannesburg. The data
analysis was done in Statistical Package for Social Sciences (SPSS) 25 for demographic data analysis
and AMOS 25 was utilised for the structural equation modelling. The tested relationships produced
satisfactory results consistent with how they were hypothesised. Unequivocally, it was discovered
that affective attitudes and restaurant attachment had the strongest relationship of all relationships that
were tested. Implications were presented as well as proposals for further research.
References
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Journal of Business Research, 65(10), pp. 1443-1451.
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Brown, T. J.; Barry, T. E.; Dacin, P. A. & Gunst, R. F. (2005). Spreading the word: Investigating
antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context.
Journal of the academy of marketing science, 33(2), pp. 123-138.
Buil, I.; De Chernatony, L. & Martínez, E. (2013). Examining the role of advertising and sales
promotions in brand equity creation. Journal of business research, 66(1), pp. 115-122.
Caldon, P. (2017). Balanced Approach To Restaurant Management. [S.L.]: Iuniverse Com.
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of-color/, date. 28.02.2020.
Chen, N. C.; Dwyer, L. & Firth, T. (2018). Residents' place attachment and word-of-mouth
behaviours: A tale of two cities. Journal of Hospitality and Tourism Management, 36, pp. 1-11.
Dolbec, P. Y. & Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude,
brand attachment and brand equity. Journal of Retailing, 89(4), pp. 460-466.
Elder, R. S. & Krishna, A. (2010). The effects of advertising copy on sensory thoughts and perceived
taste. Journal of consumer research, 36(5), pp. 748-756.
Erdis, C. (2010). Investigating customer services in selected restaurants in the Tshwane area: an
exploratory study. Master’s Dissertation. University of South Africa
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Field, A. (2013). Discovering statistics using IBM SPSS, 4th edn. Sage: London.
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Trademark Office.
Fiske, S. (2013). Handbook of social psychology. Hoboken, NJ, Wiley.
Gu, M. (2013). The Impact of Visual Appearance in Brand Image. Retrieved from
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Guéguen, N. & Jacob, C. (2014). Clothing color and tipping: Gentlemen patrons give more tips to
waitresses with red clothes. Journal of Hospitality & Tourism Research, 38(2), pp. 275-280.
Güse, K. (2011). Brand personalities and consumer-brand relationships as elements of successful
brand management. Bamberg: Univ. of Bamberg Press.
Guzel, O. & Dortyol, T. (2016). Exploring the Multi-Sensory Based Memorable Tourism
Experiences: A Study of Adam & Eve Hotel in Turkey. Journal of Marketing and Consumer
Behaviour in Emerging Markets, 2(4), pp. 28-39.
Hair Jr, J. F.; Sarstedt, M.; Hopkins, L. & Kuppelwieser, V. G. (2014). Partial least squares structural
equation modeling (PLS-SEM). European business review. 26(2), pp. 106-121
Hair, J. F.; Babin, B. J.; Anderson, R. E. & Tatham, R.L. (2010). Multivariate data analysis. A global
perspective (7th edn.). London: Prentice-Hall.
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Harvard Business Review. (2018). The Science of Sensory Marketing. Retrieved from
https://hbr.org/2015/03/the-science-of-sensory-marketing, date 15.03.2018.
Heung, V. C. & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and
behavioral intentions. International Journal of Hospitality Management, 31(4), pp. 1167-1177.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of
four recent studies. Strategic Management Journal, 20(2), pp. 195–204.
Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European
Business Review, 23(3), pp. 256-273.
Jalilvand, M. R.; Salimipour, S.; Elyasi, M. & Mohammadi, M. (2017). Factors influencing word of
mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), pp. 81-110.
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on
customer satisfaction, trust, and loyalty in e‐commerce settings. Asia pacific journal of marketing and
logistics, 22 (3), pp. 351-371
Kontukoski, M.; Paakki, M.; Thureson, J.; Uimonen, H. & Hopia, A. (2016). Imagined salad and
steak restaurants: Consumers’ colour, music and emotion associations with different dishes.
International Journal of Gastronomy and Food Science, 4, pp. 1-11.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect
perception, judgment and behavior. Journal of consumer psychology, 22(3), pp. 332-351.
Kumar, S.; von Kriegstein, K.; Friston, K. & Griffiths, T. D. (2012). Features versus feelings:
dissociable representations of the acoustic features and valence of aversive sounds. Journal of
Neuroscience, 32(41), pp. 14184-14192.
Liem, D. G.; Aydin, N. T. & Zandstra, E. H. (2012). Effects of health labels on expected and actual
taste perception of soup. Food Quality and Preference, 25(2), pp. 192-197.
Lin, M. Q. & Chiang, Y. F. (2010). The influence of store environment on perceived experiential
value and behavior intention. Asia Pacific Management Review, 15(2), pp. 281-299.
Liu, W.; Batra, R. & Wang, H. (2017). Product touch and consumers’ online and offline buying: the
role of mental representation. Journal of Retailing, 93(3), pp. 369-381.
Mankiw, N. (2018). Macroeconomics. New York: Worth Publishers.
Maumbe, B. (2012). The rise of South Africa’s quick-service restaurant industry. Journal of
Agribusiness in Developing and Emerging Economies, 2(2), pp. 147-166.
Merriam-webster (2018). Definition of SIGHT. Retrieved from https://www.merriamwebster.
com/dictionary/sight, date. 15.03.2020.
Muntaha, A. (2016). The Effect of Multi-Sensory Branding on Purchase Intention at Coffee Shops In
South Africa. (Master’s Dissertation). University of the Witwatersrand
Namkung, Y. & Jang, S. C. S. (2010). Effects of perceived service fairness on emotions, and
behavioral intentions in restaurants. European Journal of Marketing, 44(9/10), pp. 1233-1259.
Nana, S.; Tobias-Mamina, R.; Chiliya, N. & Maziriri, E.T (2019). The impact of corporate rebranding
on brand equity and firm performance. Journal of Business and Retail Management Research, 13(4),
pp. 93-102.
Ndlela, T. & Chuchu, T. (2016). Celebrity Endorsement Advertising: Brand Awareness, Brand
Recall, Brand Loyalty as Antecedence of South African Young Consumers Purchase Behaviour.
Journal of Economics and Behavioral Studies, 8(2), pp. 79-90.
Nunnally, J. C. & Bernstein, I. H. (1994). Psychological theory. New York: McGraw-Hill.
Oneto, C. (2014). Restaurant attachment vs. Brand Loyalty: What is the Difference & Why Does It
Matter? Let’s Talk Ice Cream. Meltwater.
Park, C. W.; MacInnis, D. J.; Priester, J.; Eisingerich, A. B. & Iacobucci, D. (2010). Brand attachment
and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity
drivers. Journal of marketing, 74(6), pp. 1-17.
Peck, J. & Childers, T. L. (2003). Individual differences in haptic information processing: The need
for touch scale. Journal of Consumer Research, 30(3), pp. 430-442.
Rybanská, J. & Nagyová, Ľ. (2017). The sense of taste. Sensory and aroma marketing. Wageningen
Academic Publishers.
Sailer, U. & Ackerley, R. (2019). Exposure shapes the perception of affective touch. Developmental
cognitive neuroscience, 35, pp. 109-114.
Sarstedt, M.; Ringle, C. M.; Henseler, J. & Hair, J. F. (2014). On the emancipation of PLS-SEM: A
commentary on Rigdon (2012). Long range planning, 47(3), pp. 154-160.
Schreiber, J. B.; Nora, A.; Stage, F. K.; Barlow, E. A. & King, J. (2006). Reporting structural
equation modeling and confirmatory factor analysis results: A review. The Journal of Educational
Research, 99(6), pp. 323–338.
Scott, R. O. & Uncles, M. D. (2018). Bringing sensory anthropology to consumer research. European
Journal of Marketing, 5 (1/2), pp. 302 -327
Shafaei, A.; Abd Razak, N. & Nejati, M. (2016). Integrating two cultures successfully: Factors
influencing acculturation attitude of international postgraduate students in Malaysia. Journal of
research in international education, 15(2), pp. 137-154.
Siu, N. Y. M.; Kwan, H. Y. & Zeng, C. Y. (2016). The role of brand equity and face saving in
Chinese luxury consumption. Journal of Consumer Marketing, 33(4), pp. 245–256.
Soars, B. (2009). Driving sales through shoppers’ sense of sound, sight, smell and touch.
International Journal of Retail & Distribution Management, 37(3), pp. 286-298.
Spangenberg, E. R.; Crowley, A. E. & Henderson, P. W. (1996). Improving the store environment: do
olfactory cues affect evaluations and behaviors? Journal of marketing, 60(2), pp. 67-80.
Spence, C. & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer.
Psychology & Marketing, 28(3), pp. 267-308.
Symons, M. (2013). The rise of the restaurant and the fate of hospitality. International Journal of
Contemporary Hospitality Management, 25(2), pp. 247-263.
Trendel, O. & Werle, C. O. (2016). Distinguishing the affective and cognitive bases of implicit
attitudes to improve prediction of food choices. Appetite, 104, pp. 33-43.
Yoon, S. J. & Park, J. E. (2012). Do sensory ad appeals influence brand attitude? Journal of Business
Research, 65(11), pp. 1534-1542.
Yu, X. (2010). Sensory study in restaurant interior design. (Master’s Dissertation). Lowa state
university.
Zainal, A.; Radzi, S. M.; Hashim, R.; Chik, C. T. & Abu, R. (2012). Current Issues in Hospitality and
Tourism: Research and Innovations. CRC Press, Boca Raton.
recommended two-step approach. Psychological Bulletin, 103(3), pp. 411–423.
Bian, Q. & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison.
Journal of Business Research, 65(10), pp. 1443-1451.
Brand South Africa. (2018). Living standards improve in South Africa. Retrieved from
https://www.brandsouthafrica.com/south-africa-fast-facts/news-facts/living-standards-240216, date:
15.02.2020.
Brown, T. J.; Barry, T. E.; Dacin, P. A. & Gunst, R. F. (2005). Spreading the word: Investigating
antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context.
Journal of the academy of marketing science, 33(2), pp. 123-138.
Buil, I.; De Chernatony, L. & Martínez, E. (2013). Examining the role of advertising and sales
promotions in brand equity creation. Journal of business research, 66(1), pp. 115-122.
Caldon, P. (2017). Balanced Approach To Restaurant Management. [S.L.]: Iuniverse Com.
Chapman, C. (2010). Color theory for designers, Part 1. The meaning of colour [Online] Retrieved
from https://www. smashingmagazine. com/2010/01/28/color-theoryfor-designers-part-1-themeaning-
of-color/, date. 28.02.2020.
Chen, N. C.; Dwyer, L. & Firth, T. (2018). Residents' place attachment and word-of-mouth
behaviours: A tale of two cities. Journal of Hospitality and Tourism Management, 36, pp. 1-11.
Dolbec, P. Y. & Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude,
brand attachment and brand equity. Journal of Retailing, 89(4), pp. 460-466.
Elder, R. S. & Krishna, A. (2010). The effects of advertising copy on sensory thoughts and perceived
taste. Journal of consumer research, 36(5), pp. 748-756.
Erdis, C. (2010). Investigating customer services in selected restaurants in the Tshwane area: an
exploratory study. Master’s Dissertation. University of South Africa
Euromonitor (2018). South Africa Retrieved from https://www.euromonitor.com/south-africa, date.
15.03.2018.
Field, A. (2013). Discovering statistics using IBM SPSS, 4th edn. Sage: London.
Fisher, B. & Nechushtan, A. (1994). U.S. Patent No. 5,359,800. Washington, DC: U.S. Patent and
Trademark Office.
Fiske, S. (2013). Handbook of social psychology. Hoboken, NJ, Wiley.
Gu, M. (2013). The Impact of Visual Appearance in Brand Image. Retrieved from
https://www.theseus.f/bitstream/handle/10024/69237/Gu_Mingya. pdf?sequence=1, date 15.03.2018.
Guéguen, N. & Jacob, C. (2014). Clothing color and tipping: Gentlemen patrons give more tips to
waitresses with red clothes. Journal of Hospitality & Tourism Research, 38(2), pp. 275-280.
Güse, K. (2011). Brand personalities and consumer-brand relationships as elements of successful
brand management. Bamberg: Univ. of Bamberg Press.
Guzel, O. & Dortyol, T. (2016). Exploring the Multi-Sensory Based Memorable Tourism
Experiences: A Study of Adam & Eve Hotel in Turkey. Journal of Marketing and Consumer
Behaviour in Emerging Markets, 2(4), pp. 28-39.
Hair Jr, J. F.; Sarstedt, M.; Hopkins, L. & Kuppelwieser, V. G. (2014). Partial least squares structural
equation modeling (PLS-SEM). European business review. 26(2), pp. 106-121
Hair, J. F.; Babin, B. J.; Anderson, R. E. & Tatham, R.L. (2010). Multivariate data analysis. A global
perspective (7th edn.). London: Prentice-Hall.
Hartel, K. (2015). How Colors Can Change Your Appetite and Eating Habits. Fit Day.
Harvard Business Review. (2018). The Science of Sensory Marketing. Retrieved from
https://hbr.org/2015/03/the-science-of-sensory-marketing, date 15.03.2018.
Heung, V. C. & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and
behavioral intentions. International Journal of Hospitality Management, 31(4), pp. 1167-1177.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of
four recent studies. Strategic Management Journal, 20(2), pp. 195–204.
Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European
Business Review, 23(3), pp. 256-273.
Jalilvand, M. R.; Salimipour, S.; Elyasi, M. & Mohammadi, M. (2017). Factors influencing word of
mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), pp. 81-110.
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on
customer satisfaction, trust, and loyalty in e‐commerce settings. Asia pacific journal of marketing and
logistics, 22 (3), pp. 351-371
Kontukoski, M.; Paakki, M.; Thureson, J.; Uimonen, H. & Hopia, A. (2016). Imagined salad and
steak restaurants: Consumers’ colour, music and emotion associations with different dishes.
International Journal of Gastronomy and Food Science, 4, pp. 1-11.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect
perception, judgment and behavior. Journal of consumer psychology, 22(3), pp. 332-351.
Kumar, S.; von Kriegstein, K.; Friston, K. & Griffiths, T. D. (2012). Features versus feelings:
dissociable representations of the acoustic features and valence of aversive sounds. Journal of
Neuroscience, 32(41), pp. 14184-14192.
Liem, D. G.; Aydin, N. T. & Zandstra, E. H. (2012). Effects of health labels on expected and actual
taste perception of soup. Food Quality and Preference, 25(2), pp. 192-197.
Lin, M. Q. & Chiang, Y. F. (2010). The influence of store environment on perceived experiential
value and behavior intention. Asia Pacific Management Review, 15(2), pp. 281-299.
Liu, W.; Batra, R. & Wang, H. (2017). Product touch and consumers’ online and offline buying: the
role of mental representation. Journal of Retailing, 93(3), pp. 369-381.
Mankiw, N. (2018). Macroeconomics. New York: Worth Publishers.
Maumbe, B. (2012). The rise of South Africa’s quick-service restaurant industry. Journal of
Agribusiness in Developing and Emerging Economies, 2(2), pp. 147-166.
Merriam-webster (2018). Definition of SIGHT. Retrieved from https://www.merriamwebster.
com/dictionary/sight, date. 15.03.2020.
Muntaha, A. (2016). The Effect of Multi-Sensory Branding on Purchase Intention at Coffee Shops In
South Africa. (Master’s Dissertation). University of the Witwatersrand
Namkung, Y. & Jang, S. C. S. (2010). Effects of perceived service fairness on emotions, and
behavioral intentions in restaurants. European Journal of Marketing, 44(9/10), pp. 1233-1259.
Nana, S.; Tobias-Mamina, R.; Chiliya, N. & Maziriri, E.T (2019). The impact of corporate rebranding
on brand equity and firm performance. Journal of Business and Retail Management Research, 13(4),
pp. 93-102.
Ndlela, T. & Chuchu, T. (2016). Celebrity Endorsement Advertising: Brand Awareness, Brand
Recall, Brand Loyalty as Antecedence of South African Young Consumers Purchase Behaviour.
Journal of Economics and Behavioral Studies, 8(2), pp. 79-90.
Nunnally, J. C. & Bernstein, I. H. (1994). Psychological theory. New York: McGraw-Hill.
Oneto, C. (2014). Restaurant attachment vs. Brand Loyalty: What is the Difference & Why Does It
Matter? Let’s Talk Ice Cream. Meltwater.
Park, C. W.; MacInnis, D. J.; Priester, J.; Eisingerich, A. B. & Iacobucci, D. (2010). Brand attachment
and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity
drivers. Journal of marketing, 74(6), pp. 1-17.
Peck, J. & Childers, T. L. (2003). Individual differences in haptic information processing: The need
for touch scale. Journal of Consumer Research, 30(3), pp. 430-442.
Rybanská, J. & Nagyová, Ľ. (2017). The sense of taste. Sensory and aroma marketing. Wageningen
Academic Publishers.
Sailer, U. & Ackerley, R. (2019). Exposure shapes the perception of affective touch. Developmental
cognitive neuroscience, 35, pp. 109-114.
Sarstedt, M.; Ringle, C. M.; Henseler, J. & Hair, J. F. (2014). On the emancipation of PLS-SEM: A
commentary on Rigdon (2012). Long range planning, 47(3), pp. 154-160.
Schreiber, J. B.; Nora, A.; Stage, F. K.; Barlow, E. A. & King, J. (2006). Reporting structural
equation modeling and confirmatory factor analysis results: A review. The Journal of Educational
Research, 99(6), pp. 323–338.
Scott, R. O. & Uncles, M. D. (2018). Bringing sensory anthropology to consumer research. European
Journal of Marketing, 5 (1/2), pp. 302 -327
Shafaei, A.; Abd Razak, N. & Nejati, M. (2016). Integrating two cultures successfully: Factors
influencing acculturation attitude of international postgraduate students in Malaysia. Journal of
research in international education, 15(2), pp. 137-154.
Siu, N. Y. M.; Kwan, H. Y. & Zeng, C. Y. (2016). The role of brand equity and face saving in
Chinese luxury consumption. Journal of Consumer Marketing, 33(4), pp. 245–256.
Soars, B. (2009). Driving sales through shoppers’ sense of sound, sight, smell and touch.
International Journal of Retail & Distribution Management, 37(3), pp. 286-298.
Spangenberg, E. R.; Crowley, A. E. & Henderson, P. W. (1996). Improving the store environment: do
olfactory cues affect evaluations and behaviors? Journal of marketing, 60(2), pp. 67-80.
Spence, C. & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer.
Psychology & Marketing, 28(3), pp. 267-308.
Symons, M. (2013). The rise of the restaurant and the fate of hospitality. International Journal of
Contemporary Hospitality Management, 25(2), pp. 247-263.
Trendel, O. & Werle, C. O. (2016). Distinguishing the affective and cognitive bases of implicit
attitudes to improve prediction of food choices. Appetite, 104, pp. 33-43.
Yoon, S. J. & Park, J. E. (2012). Do sensory ad appeals influence brand attitude? Journal of Business
Research, 65(11), pp. 1534-1542.
Yu, X. (2010). Sensory study in restaurant interior design. (Master’s Dissertation). Lowa state
university.
Zainal, A.; Radzi, S. M.; Hashim, R.; Chik, C. T. & Abu, R. (2012). Current Issues in Hospitality and
Tourism: Research and Innovations. CRC Press, Boca Raton.
Published
2020-05-26
How to Cite
Mashao, M. P., Maziriri, E. T., & Chuchu, T. (2020). Multisensory Dimensions Effect on Affective Attitudes, Restaurant Attachment and Positive Word of Mouth of Quick-Service Restaurants: Array. Acta Universitatis Danubius. Œconomica, 16(2). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/217
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