From herbal cuisine to lasting memory: dining experiences in traditional Chinese medicine diet restaurants

Purpose Drawing on stimulus–organism–response theory, this study developed a memorable dining experience model linking four restaurant attributes (food, service staff food recommendations, service quality and atmospherics) to memorable dining experiences, revisit intentions, and the moderating role of customer gender in the context of nutraceutical traditional Chinese medicine restaurants. Design/methodology/approach Data were collected from 949 patrons of nutraceutical restaurants in China and analyzed using partial least squares structural equation modeling. Findings All four restaurant attributes significantly influenced seven memorable dining experiences components (sensory, affect, behavioral, intellectual, social, novelty and meaningfulness). All components except intellectual experience significantly enhanced revisit intentions, with effects varying by customer gender. Practical implications The findings provide important guidance for restaurant managers in enhancing service delivery, designing menus and creating memorable customer experiences. Originality/value This study is among the first to examine the antecedents and outcomes of memorable dining experiences in traditional Chinese medicine restaurants, a growing health and wellbeing-oriented dining segment.