Antecedents and Consequences of Customers' Menu Choice in an Authentic Chinese Restaurant Context

Abstract

The purpose of this study was to explore the relationships between menu choice, specifically familiarity and its antecedents (risktaking behavior and physical environment), and consequences (disconfirmation, customer satisfaction, revisit intention, and word-of-mouth intention) in an authentic ethnic restaurant context. A conceptual model was developed to explore the linkages between these antecedents and the outcome variables of menu choice. Data were collected from customers in an authentic Chinese restaurant using a survey. Structural equation modeling was used for data analysis. Results showed that risk-taking behavior was a significant predictor of menu choice and also indicated that menu choice mediated the relationship between risk-taking behavior and disconfirmation, which had a significant influence on customer satisfaction. Additionally, customer satisfaction significantly affected both revisit intention and WOMI. The findings will help hospitality researchers and practitioners understand how customers' menu choices affect customer satisfaction and loyalty behavior in the authentic ethnic restaurant industry.

Eat to Live or Live to Eat? Mapping Food and Eating Perception of Malaysian Chinese

“…There are some researchers studying food choice motives (Frostling-Henningsson, 2008;Poulain, 2002;Prescott, et al, 2002;Rogers, 1996;Rozin, 1996;Ryu & Zhong, 2012;Saba, 2001;Satterfield, Kang, Baer, & Ladjahasan, 2008, July;Steptoe, Pollard, & Wardle, 1995). These studies, mainly focused on factors underlying the food decision making process of the consumers using a variety of food choice questionaires.…”

“…These studies, mainly focused on factors underlying the food decision making process of the consumers using a variety of food choice questionaires. Ryu and Zhong (2012) did a survey on customers' menu choice in Chinese restaurants, focusing on the antecedents and consequences of the decision making process. Frostling-Henningson (2008) for example, conducted a study on the decision making process of household food consumption.…”

The Application of the Plate Waste on Menu Analysis

“…There are a number of theories in the hospitality literature that have been developed to explain customer satisfaction (Yüksel & Yüksel, 2001;Liu & Jang, 2009;Pizam et al, 2016). Expectation-Harmonization theory is one of the most widely used of these theories (Oliver, 1980;Huh & Uysal, 2003;Weiss et al, 2005;Ryu & Zhong, 2012;Haugaard, & Lahteenmaki, 2017). This theory has been used in several studies to evaluate the role of consumers' expectations in food acceptance (Cardello, 1995;Johns, & Pine, 2002;Hauteville et al, 2007).…”

Sürdürülebilir Gastronomi Turizmi Kapsamında Otantik Yiyeceklere Yönelik Bir İnceleme (A Research on Authentic Foods Within the Scope of Sustainable Gastronomy Tourism)

“…Otantik yiyecekler ile ilgili çalışmalar farklı başlıklar halinde alan yazında yer almaktadır. Bunlar; genel olarak otantik yiyeceklerin ve öneminin incelendiği çalışmalar (Long, 2006;Clifford, Robinson ve Arcodia, 2008;Pratt, 2008;Apivantanaporn ve Walsh, 2013;Askegaard, Brogard ve Ulver, 2016;Schwarzinger vd., 2016) otantik yiyecekler/otantiklik ve gastronomi turizmi arasındaki ilişkinin incelendiği çalışmalar ( Scarpato ve Daniele, 2003;Kalenjuk vd., 2015;Nebioğlu, 2017), otantik yiyecekler ve sürdürülebilirlik/sürdürülebilir turizm arasındaki ilişkinin incelendiği çalışmalar (Cohen, 2002;Sims, 2009) restoranlardaki otantik yiyecek deneyimine yönelik çalışmalar (Sukalakamala ve Boyce 2007;Tsai ve Lu, 2012;Ryu ve Zhong, 2012), ülkelerin otantik yiyecek ürünlerine yer verilen çalışmalar (Lu ve Fine, 1995;Groves, 2001;Nicoletti, Platania ve Privitera, 2007;Haiming, 2009;Pottier, 2014)…”