The formation of service expectations and quality inferences: A cue utilization perspective

The present paper focuses on an application of cue utilization theory in a service selection process using the example of sensory descriptive food names in restaurant menus. The authors develop a conceptual framework in order to explain the formation of service expectations and restaurant visit intentions based on anticipated emotions evoked by extrinsic cues. We employ an experimental between-subjects design with the type of provided sensory information serving as the manipulated factor. The empirical results indicate that sensory descriptive food names evoke anticipated emotions, which lead to enhanced service experience expectations and therewith positively affect restaurant visit intentions.