Exploring factors that affect customer satisfaction and dining intention in hotel restaurants compared to stand-alone restaurants

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] With the change of time, more and more hotels have chosen to operate food and beverage departments as separate revenue sectors from room departments, aiming to increase the total revenue. In other for hotel restaurant managers to better operate their properties, the process of customer behavior need to be understood. Nevertheless, the extant literature focused on stand-alone restaurants, and limited research has been conducted regarding consumer behavior in hotel restaurant industry. Considering the great differences between stand-alone restaurants and hotel restaurants, this research explores factors affecting customer satisfaction and dining intention in hotel restaurants compared to stand-alone restaurant. The results of this study proved that food and beverage quality, service quality, servicescape, price fairness, restaurant image, and local food accessibility positively affects customer satisfaction in hotel restaurants, and that food and beverage quality, servicescape, price fairness, restaurant image, and locational convenience have significant positive effect on dining intention in hotel restaurants. Whereas in the stand-alone restaurant subsample, the results indicated that food and beverage quality, service quality, servicescape, price fairness, and restaurant image have significant positive effect on customer satisfaction in stand-alone restaurants, and that food and beverage quality, price fairness, and locational convenience have significant positive effect on dining intention. Moreover, customer satisfaction was also verified to have a significant positive effect on dining intention in both types of restaurants.