Abstract

The purpose of this article is to analyze the impacts of personal interaction encounters, service excellence, product quality and positive emotion on consumer behavioral intentions in luxury fast food restaurants. The paper investigates samples of luxury fast food restaurants' customers in Shiraz, using stratified random sampling. Self-administered questionnaires were distributed by fast food restaurant staffs to randomly selected customers who were waiting for checks after dinner. In all, 780 customers were asked to complete a survey on a voluntary basis. A total of 738 completed questionnaires were obtained and used in this study. The paper adopted the structural equation modeling approach to test the hypothesis. The empirical validation of the conceptual model supports the research hypotheses. The results support the fully mediating role of service excellence in the relationship between personal interaction encounters and behavioral intentions. This study explores how positive emotion mediates the impact of product quality and behavioral intentions. The paper also finds support for linear relationship between behavioral intention and actual behavior.

Key words: Personal interaction encounters, service excellence, product quality, positive emotion, behavioral intention, actual behavior.