The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions

Abstract

Purpose: The purpose of this study is to propose an integrated model that examines the impact of three elements of foodservice quality dimensions (physical environment, food, and service) on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. Design/methodology/approach: Data were collected from customers at an authentic upscale Chinese restaurant located in a Southeastern state in the USA via a self‐administered questionnaire. Anderson and Gerbing's two‐step approach was used to assess the measurement and structural models. Findings: Structural equation modeling shows that the quality of the physical environment, food, and service were significant determinants of restaurant image. Also, the quality of the physical environment and food were significant predictors of customer perceived value. The restaurant image was also found to be a significant antecedent of customer perceived value. In addition, the results reinforced that customer perceived value is indeed a significant determinant of customer satisfaction, and customer satisfaction is a significant predictor of behavioral intentions. Research limitations/implications: The proposed model and study findings will greatly help researchers and practitioners understand the complex relationships among foodservice quality (physical environment, food, and service), restaurant image, customer perceived value, customer satisfaction, and behavioral intentions in the restaurant industry. Originality/value: This study is the first to develop an integrated model that explicitly accounts for the influence of three restaurant service quality factors on restaurant image and customer perceived value. Using structural equation modeling, this study empirically confirms that the model with the causality from quality, in particular three dimensions of foodservice quality in this study, to restaurant image is superior to the one with causality from image to quality in the context of restaurant.