Cognitive and Affective Service Marketing Strategies for Fine Dining Resturant Managers


  • Raj Arora, Ph.D. University of Missouri-Kansas City
  • Joe Singer, Ph.D. University of Missouri-Kansas City


This study extends the research on the importance of attitudes and emotions related to consumption experience at fine dining establishments. Prior research suggests that emotions are a primary source of human motivation; for small business restaurant managers the role of emotions is critical in influencing satisfaction, attitudes, and intention of customers to return. Estimated coefficients from causal models show the relative impact of prior attitudes and emotion on satisfaction, post-consumption attitudes and intentions.


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How to Cite

Arora, Ph.D., R., & Singer, Ph.D., J. (2006). Cognitive and Affective Service Marketing Strategies for Fine Dining Resturant Managers. Journal of Small Business Strategy, 17(1), 51–62. Retrieved from