The effect of servicescape on place attachment and experience evaluation: the importance of exoticism and authenticity in an ethnic restaurant

Purpose: Under the growing preference for ethnic food and an increase in ethnic restaurants, it is crucial to understand the value of restaurants gaining a competitive edge for their customers. Therefore, this study aims to investigate how exposure to the servicescape affects the formation of emotion and behavior. Design/methodology/approach: This study is based on online survey results pertaining to the servicescape of ethnic restaurants and diners’ evaluations of their experience. The survey items were developed from previous related literature. For accurate data collection, the survey respondents were limited to consumers who had dined in an ethnic restaurant at least once within the previous six months. Findings: The results reveal that substantive and communicative servicescape had a positive influence on both exoticism and authenticity; moreover, exoticism positively affected authenticity. In turn, exoticism and authenticity had a positive influence on place attachment. It also appears that place attachment positively affected experience intensification and extension. Practical implications: The findings of this study are expected to contribute to competitive management strategies to expand ethnic restaurants. Based on the results, managerial strategies will be set up, focusing on which aspects should receive attention to ensure the intensification and extension of diners’ experiences at ethnic restaurants. Originality/value: There has been very little research on ethnic restaurants in relation to the integrated relationship between servicescape, authenticity, place attachment and postexperience behavior. This study assumes that the overall service experience of customers of ethnic restaurants can be perceived and evaluated based on substantive and communicative servicescape and that such restaurants can benefit by understanding the specific factors that will give them a competitive edge in running their business.