What really brings them back? : The impact of tangible quality on affect and intention for casual dining restaurant patrons

Purpose – The purpose of this paper is to evaluate the usefulness of the TANGSERV (tangible quality) scale by examining the effect of tangible quality constructs on restaurant patrons' affect and behavioral intentions. Design/methodology/approach – A model was proposed based on the literature of tangible quality in service, which posits that tangible quality leads to affective quality and they both have positive impact on customer re‐patronage intentions. Subsequently, an empirical study in Turkey's casual restaurants was conducted to test the aforementioned model. Findings – The food and service construct and accessibility construct of tangible quality exhibited positive impact on the affect towards restaurants, which in turn influenced re‐patronage intention for restaurants. Affect was a strong mediator, facilitating the relationship between tangible quality and behavior. Practical implications – Restaurant operators should focus their efforts on ensuring an interesting variety of food and drink offerings presented in interesting and unique ways. They should also ensure that the type of service delivered is consistent from one visit to the next. Cultivating positive feelings toward the brand name is a good approach to increasing re‐patronage intentions. In addition, careful consideration and research should be completed prior to selecting a restaurant location and provision of convenient parking. Originality/value – The study helps restaurant managers select the most important tangible restaurant feature for consumers and guide the investment resources to address customer expectations.