The Impact of Quality on consumption emotions and Customers behavioral intentions Mansouri Seyed Hossein, Taherikia Fariz Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran Online published on 16 February, 2015. Abstract This research, with preparing a comprehensive model, investigates relationship between quality, consumption emotions and behavioral intentions in restaurant setting. In this research, respondents were chosen from among Pedare Khoob chain restaurants customers in Tehran city by using clustered random sampling method. A total of 390 questionnaires were used for data analysis. Structural equations modeling by using LISREL was performed to empirically test the relationships between the constructs of this study. Research Findings show that service quality, pleasure and arousal have a positive and significant relationship with customer loyalty, and relationship between arousal and pleasure supported. Also, result showed that loyalty and arousal have a positive and significant relationship with customer willing to pay more. However, relationship between product and service quality with consumption emotions was not significant. Finally, it suggests that restaurant managers should improve their restaurant quality and increase positive emotions in customers to creating loyalty and willing to pay more. Top Keywords Product quality, service quality, pleasure, arousal, loyalty, willing to pay more, restaurant. Top |