The Impact of In-Store Dining Experience on Brand Attraction and Customer Loyalty: Evidence from IKEA

Gan Kia Hui; Oh Zi Jian; Kiara Wong Mann Mann; Khor Yong Wen; Kong Yi Wen; Kua Zi Jian; Pratibha Vishnoi; Daisy Mui Hung Kee

doi:10.32535/ijthap.v9i2.4663

The Impact of In-Store Dining Experience on Brand Attraction and Customer Loyalty: Evidence from IKEA

Gan Kia Hui, Oh Zi Jian, Kiara Wong Mann Mann, Khor Yong Wen, Kong Yi Wen, Kua Zi Jian, Pratibha Vishnoi, Daisy Mui Hung Kee

Abstract

This study investigates how in-store dining experience influences brand attraction and customer loyalty in a non-food-dominant retail context, using IKEA as a case study. Grounded in the Stimulus–Organism–Response (SOR) model and Experiential Marketing Theory, the study examines the role of dining experience as a stimulus that shapes brand attraction and subsequent loyalty. A quantitative survey was conducted among 204 IKEA customers in Malaysia, and the data were analysed using descriptive statistics and multiple regression analysis. The findings reveal that dining experience has a significant positive effect on brand attraction, while brand attraction strongly predicts customer loyalty. The regression model explains 63.5% of the variance in customer loyalty, with brand attraction emerging as the dominant predictor. These results demonstrate that in-store dining functions as a strategic experiential touchpoint that enhances emotional brand connection and strengthens long-term loyalty. The study provides managerial insights for retailers seeking to leverage dining services to reinforce brand engagement and customer retention.

Keywords

Dining experience; Brand attraction; Customer loyalty; IKEA

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References

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DOI: https://doi.org/10.32535/ijthap.v9i2.4663