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

TLDR

The study proposes an integrated model examining how physical environment, food, and service quality affect restaurant image, customer perceived value, satisfaction, and behavioral intentions. Data were collected via a self‑administered questionnaire from customers at an upscale Chinese restaurant, and Anderson and Gerbing’s two‑step approach was used to evaluate the measurement and structural models. Structural equation modeling showed that physical environment, food, and service quality significantly shape restaurant image; physical environment and food quality predict perceived value; image predicts perceived value; perceived value drives satisfaction, which in turn predicts behavioral intentions, confirming the superiority of the quality‑to‑image causal model.

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.