Enhancing Full-Service Restaurant Online Food Ordering Experiences: Which Factors Should Restaurants Emphasize?

Abstract

This research investigates the effects of five restaurant marketing antecedents (i.e., food quality, perceived healthiness, promotional innovativeness, authenticity, and menu quality) on three outcome variables (i.e., brand preference, pay a price premium, and eWOM) through memorable experience in the context of full-service restaurant online food ordering. PLS-SEM was used to analyze 336 responses collected from U.S. consumers. The results show that perceived healthiness, promotional innovativeness, authenticity, and menu quality are strong predictors of memorable dining experience. Subsequently, memorable dining experience is a strong predictor of full-service diners’ behavioral responses.