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Role of emotional connection in restaurant selection and purchasing behavior

Role of emotional connection in restaurant selection and purchasing behavior

A few studies have been conducted on the relationship between emotional connection, restaurant selection and consumer purchasing behavior. Customers who connect emotionally with a restaurant are two times more valuable than those who are highly satisfied. Emotionally connected customers purchase more, are less sensitive to prices, visit more often and recommend the restaurant more (Zorfas & Leemon, 2016). Connecting with the emotions of customers goes a long way in maximizing customer value.

Customers mainly purchase products and services to experience certain emotions or realize emotional goals. The happier and better someone feels after purchasing a certain product or service, the more likely they are to purchase it again. This creates a connection between the customer and the experience of purchasing the item (Soodan & Pandey, 2016). Restaurants can maximize on their marketing strategies by ensuring that their products and services create an experience that customers would not want to forget, thus making them purchase out of emotional fulfillment rather than out of rational considerations.

The best way for restaurateurs to ensure that they achieve an emotional connection with their customers is by putting more consideration to the design of their restaurants. Customers mostly prefer to dine in restaurants for social connection, self-reward, intellectual arousal and self-expression. When the design offers an environment that is able to meet these needs, the customers will be happier and will spend more at the restaurant. Studies conducted reveal that most customers prefer to sit next to an ‘anchor’, that is a fixed architectural item like a wall. Lighting and music are also likely to affect the customer experience. Designers should consult the restaurateur on their target audience and use already existing knowledge in designing the restaurant in a way that will enhance the customer experience, making them to emotionally connect more to the restaurant, select it over others and purchase more (Robson, 2004).

References

Robson, S. (2004). Strategies for designing effective restaurants. Implications, 2 (11), 1, 5.

https://www.yumpu.com/en/document/read/28190370/strategies-for-designing-effective-  restaurants-informedesign

Soodan, V., & Pandey, A. C. (2016). Influence of emotions on consumer buying   behavior. Journal of Entrepreneurship, Business and Economics, 4(2), 163-181.

Zorfas, A., & Leemon, D. (2016). An emotional connection matters more than customer            satisfaction. Harvard Business Review, 29, 2016.