Increasing experiential value and relationship quality: An investigation of pop-up dining experiences

The purpose of this study was to assess the relationships between experiential value-relationship quality, and relationship quality-behavioral intentions within the context of the growing pop-up restaurant industry (pop-ups). The current study also assessed the moderating roles of generation, variety seeking behavior and involvement regarding dining out. Results indicated that the experiential value of pop-ups is leading to increased levels of relationship quality, as reflected in satisfaction and trust toward pop-ups, and this is leading to an increase in behavioral intentions, specifically intention to spread positive WOM, return intentions and an increased WTP for a meal at a pop-up. Furthermore, significant differences were found between groups based on generation, variety seeking and involvement. Findings are discussed in terms of both academic and practitioner implications.