Factors Influencing Consumers’ Behavioural Intentions Towards Restaurant Patronage in China: A Structural Equation Modeling Approach

Abstract

We investigated the effect of service quality on customers satisfaction as well as assessed the effects of restaurant image and customer satisfaction on behevioural intention of restaurant patrons in China. Data for the study was obtained from 329 sample restaurant patrons in the Jiangsu Province of china using structured questionnaires. The data for the study was analysed by the help of SPSS and SmartPLS software for the structural equation modeling analysis. Findings from this study found a direct and positive relationship between service quality and customer satisfaction, perceived value and restaurant image. Also, service quality had an indirect effect on customer satisfaction through perceived value and restaurant image. Additionally, the findings of this study revealed that, service quality, customer satisfaction and brand or restaurant image all have a positive impact on the behavioural intention of restaurant patrons. The study concludes that patronage or re-patronage intention of restaurant customers depends largely on the quality of service, customer satisfaction and restaurant image. As such, firms that need to carve niche for themselves in the hospitality industry must focus on building a strong and positive brand image that resonates with customers. The study proffered some recommendations for management of restaurants. Keywords: Service quality; Customer satisfaction; Restaurant image; Behavioural intention; Restaurant; China DOI: 10.7176/JMCR/66-05 Publication date: March 31 st 2020