The Moderating Impact of Visual, Auditory, and Olfactory Stimuli in the Formation of Behavioral Intention in Luxury Restaurants

The purpose of this study is to identify the impact of quality (i.e., food and service) on the perceived price fairness, satisfaction, and behavioral intention with moderating roles of visual, auditory, and olfactory environmental stimuli in the luxury restaurant. Based on a literature review, the proposed model with fifteen hypotheses was developed. The results revealed that food and service quality significantly influenced on the luxury restaurant patrons’ behavior such as the perceived price fairness, satisfaction, and behavioral intention. In addition, visual and auditory stimuli moderate the relationships between food quality and the perceived price fairness. While attractiveness of employee and music moderate the relationships between service quality and the perceived price fairness. In order to survive in the competitive restaurant industry, restaurant operators should offer not only tasty food served with appropriate temperature and attractive food presentation, but also should provide superior, luxurious, and comfortable external environment.