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Understanding vegetarian customers: the effects of restaurant attributes on customer satisfaction and behavioral intentions

Choi, Hayeon (Hailey), Joung, Hyun-Woo (David), Choi, Eun-Kyong (Cindy), Kim, Hak-Seon·2022·Journal of Foodservice Business Research
DOI 10.1080/15378020.2021.1948296
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Abstract

Considering the significant number of vegetarian customers and the global trend of reducing meat consumption, the primary objective of this study is to examine the effects of six restaurant attributes, namely, food quality, service quality, atmosphere, convenience, price, and vegetarian menu options, on the customer satisfaction and behavioral intentions (i.e., willingness to pay more and revisit intention) of vegetarian customers. The results of structural equation modeling indicated that, among the attributes, only price and vegetarian menu options had significant positive effects on vegetarian customers’ satisfaction, and the relationship between vegetarian menu options and revisit intention was mediated by customer satisfaction. In addition, customer satisfaction significantly increased both customers’ willingness to pay more and their revisit intention. This research expands the knowledge about vegetarian customers and provides useful insight for restaurateurs.

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Cited by

Sorted by citations

  • Restaurant Service Quality in Relation to Customer Satisfaction

    Cabanday, F., & Estrosas, J. L. (2026) · The International Review of Multidisciplinary Research · doi:10.67167/vertex.656

    “…service quality functions as a direct antecedent of customer satisfaction in hospitality and food-service settings (Ali et al., 2021; Bhuian, 2021; Choi et al., 2022). which is hypothesized to relate to the five satisfaction dimensions on the right, with the strength and significance of that…”
    Influential

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Metadata

Authors
Choi, H. (., Joung, H.-W. (., Choi, E.-K. (., & Kim, H.-S.
Affiliations
  • University of Mississippi (US)
  • Kyungsung University (KR)
Corresponding author
Choi, Hayeon (Hailey)
ORCID
Venue
Journal of Foodservice Business Research
Publisher
Informa UK Limited
Published
2021-07-06
Volume
25
Issue
3
Pages
353-376
ISSN
  • 1537-8020 (ISSN-L)
  • 1537-8039
DOI
10.1080/15378020.2021.1948296
OpenAlex
W3180883508
Cited by
56
References
1
Citations by year
2026: 8 · 2025: 6 · 2024: 14 · 2023: 19 · 2022: 8 · 2021: 1
FWCI
10.18
Type
journal article
Language
en
Open access
closed
Locations
Journal of Foodservice Business Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Culinary Culture and Tourism
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
restaurant attributes, customer satisfaction, behavioral intention, revisit intention, willingness to pay, food quality, service quality, restaurant atmosphere, convenience, price, meat consumption reduction

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CoChat. (2026). Citation check: Understanding vegetarian customers: the effects of restaurant attributes on customer satisfaction and behavioral intentions. https://app.cochat.ai/papers/10.1080/15378020.2021.1948296
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Choi, H. (., Joung, H.-W. (., Choi, E.-K. (., & Kim, H.-S. (2022). Understanding vegetarian customers: the effects of restaurant attributes on customer satisfaction and behavioral intentions. Journal of Foodservice Business Research. https://doi.org/10.1080/15378020.2021.1948296