The Effects of Aesthetic Factors of Hotel Restaurants Experienced with Five Senses on Brand Image, Customer Satisfaction and Loyalty

Purpose: In this study, we empirically study the effect of the aesthetic factors of the restaurant experienced with the five senses on the brand image and loyalty of those who have experienced using a luxury hotel restaurant, and present evidence for creating a hotel restaurant environment that can stimulate consumers' emotions. Methods: For an empirical study, a survey was conducted targeting those who had experience using a deluxe-class hotel restaurant where aesthetic sensibility could be felt with the five human senses. A survey was conducted targeting visitors coming out after a meal by selecting three restaurants that were judged to have a particularly beautiful restaurant atmosphere among hotels with a first-class or higher level located in Seoul. A total of 237 questionnaires were used for empirical analysis. Results: As a result of factor analysis, the aesthetic factors of hotel restaurants experienced with the five senses were classified into auditory, olfactory, gustatory, visual, and tactile factors, and brand image and customer satisfaction and loyalty were classified as a single dimension. As a result of regression analysis, it was verified that visual, olfactory, gustatory, and tactile factors had significant effects on brand image, and visual, auditory, olfactory, and gustatory factors had significant effects on customer satisfaction. However, it was found that the auditory factor had no significant effect on the brand image and the tactile factor had no significant effect on customer satisfaction. Conclusion: In the end, it was studied that the aesthetic factors of hotel restaurants experienced with the five senses can enhance brand image and customer satisfaction.