An evaluation instrument and strategy implications of service attributes in LOHAS restaurants

Abstract

Purpose This study aims to develop a comprehensive LOHAS (lifestyles of health and sustainability) restaurant service quality scale by using a rigorous qualitative and quantitative research process to effectively measure the service quality of LOHAS restaurants. Moreover, this study aims to further identify the Kano quality characteristics and strategic meanings of service attributes in LOHAS restaurants. Design/methodology/approach This study designed the preliminary items of the service quality scale for LOHAS restaurants (LORSERV scale) based on relevant literatures and expert interview procedures. This study identified the goodness of fit of the questionnaire content, construct validity and validity of the LORSERV scale using exploratory factor analysis and confirmatory factor analysis. The moderated regression was conducted to identify the Kano quality characteristics and strategic meanings of each service attribute in LOHAS restaurants. Findings The results indicated that the LORSERV scale included seven dimensions (internal sense of happiness, transitiveness, environment, healthy catering, service commitment, green practicability and thoughtfulness), for a total of 33 items. According to the results of the Kano model, the seven service attributes were categorized into the attractive quality. A total of 25 service attributes were categorized into the one-dimensional quality, and one service attribute was categorized into the must-be quality. Originality/value The contribution of this study is that the scale could facilitate operators of LOHAS restaurants to effectively understand customer perceptions of service quality and serve as a reference to upgrade and improve service quality. The identification of Kano quality characteristics for each service attribute is conducive for LOHAS restaurants to understand the strategic meanings of each service attribute and can serve as a reference to make distinctive service strategies to reach sustainable operations.

Responsible consumer and lifestyle: Sustainability insights

“… The LOHAS segment is not homogenous; apart from the consumption of food services in restaurants, there are few empirical studies measuring or confirming its relationship to actual behaviours. Schober (2010) , Korhonen (2012) , Schrader and Harrach (2013) , Choi and Feinberg (2018) , Cheng et al. (2019) , Pícha and Navrátil (2019) Wellness Wellness lifestyle denotes the achievement and maintenance of well-being associated with high quality of life in all its areas, i.e.…”

Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective

“…The LOHAS marketplace emerging as direct enhancement in health and quality of life achieved by consumers who support sustainable consumption of goods and services. LOHAS relish environment and evident from their purchase of organic food, natural personal care and energy-efficient household appliances (Cheng et al , 2019). Further, it has been emphasized that the relationship between environmental performance and service quality is effective in co-creation of value to LOHAS (Ma et al , 2019) in the context of sharing economy.…”

Application of the Kano Model and DEMATEL Technique to Explore Sustainable Promotion Strategies for Thai-Chinese Temples as Tourist Attractions

“…This research method involves little mathematical computation and can be used to collect relevant information quickly. Kano's two-dimensional quality model has also been used to improve service quality indices in industries such as food and beverage, tourism, and hospitality (Cheng et al 2019). The Kano Model's most prominent strength is that it uses positive/negative question pairs to determine the intensity of interview respondents' preferences when answering questions pertaining to a research theme.…”