THE ROLE OF VALUE PERCEPTION AND HEALTH RISK PERCEPTION IN RESTAURANT CONSUMER BEHAVIOR
Name: CELIO ROBERTO DE OLIVEIRA FILHO
Publication date: 03/10/2023
Examining board:
Name |
Role |
|---|---|
| MARCELO MOLL BRANDAO | Advisor |
Summary: The present study examined the mediating role of restaurant value perception in the
relationship between food quality, ambiance, and service quality and their impacts on
positive word-of-mouth, willingness to pay, and revisit intention. Restaurant qualities,
such as food quality, ambiance, and service quality, play a pivotal role in establishment
metrics. They directly affect customer satisfaction, their intention to revisit the
restaurant, their likelihood to provide positive word-of-mouth, and their willingness to
pay more for the offered products and services. Additionally, the study explored the
moderating effect of health risk perception on the relationship between ambiance
quality and value perception. The relationship between health risk perception and
restaurant ambiance is crucial in a post-pandemic context. Consumers are increasingly
concerned about hygiene measures, social distancing, and safety in establishments.
Health risk perception can influence how customers assess restaurant ambiance
quality and their willingness to frequent it. For this purpose, a research was conducted
using a self-administered online questionnaire with participants, including students,
faculty, and staff from a federal university. The theoretical model was tested using
Structural Equation Modeling (SEM). Tests were performed using SmartPLS 4.0
software. It was found that the relationship between service quality and dependent
variables is fully mediated by value perception. Regarding food quality, full mediation
only occurs with willingness to pay, while the others show partial mediation. Ambiance
quality is unrelated to dependent variables until the 'Health Risk Perception' moderator
is added to the model. This study contributes to understanding consumer preferences,
fears, and expectations. Its theoretical contribution lies in the proposal of value
perception mediation and the moderation of health risk perception and location.
