Re-patronization at hospital healthy cafeterias: what does it take for the occurrence?

Abstract

Purpose The purpose of this paper is to confirm the inter-relationship between healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour in the hospital setting. Design/methodology/approach A conceptual model proposed comprises of five latent variables representing healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour. A total of 570 completed questionnaires were collected, and the hypotheses were tested using structural equation modelling. Findings This study found that eating behaviour and satisfaction significantly mediates the relationship between healthy cafeteria attributes and customers’ post-purchase behaviour. Meanwhile, customers’ perceived value weakly moderates the relationship between healthy cafeteria and eating behaviour. Originality/value This paper is among the first few which attempt to holistically measure the attributes that influence people to visit healthy cafeterias and the subsequent effect they have towards their post-purchase behaviour. The novelty of this study is portrayed through the inclusion of eating behaviour and the perceived value dimension in healthy foodservice study, which is still minimal compared to commercial foodservice.