Predictors and Outcomes of Perceived Image of Restaurant Innovativeness in Fine-Dining Restaurants

Naehyun (Paul) Jin, Ben Goh, Lynn Huffman, Jingxue Jessica Yuan

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

This study proposed and empirically tested a model of the relationships among five predictors of restaurant innovativeness (e.g., perceived innovativeness of food quality, perceived innovativeness of environment quality, perceived innovativeness of service quality, price fairness, and satisfaction with existing service), perceived image of restaurant innovativeness, and three outcome variables (e.g., brand credibility, brand preference, and customer loyalty) within the context of fine-dining restaurant patronage. Specifically, the study focused on the role that perceived image of restaurant innovativeness plays in explaining the link between five predictors and three outcome variables. Hypotheses implied by the model were tested on a sample of 375 patrons of U.S. fine-dining restaurants. Findings revealed that perceived innovativeness of food quality, perceived innovativeness of environment quality, and price fairness are significant predictors of perceived image of restaurant innovativeness. The analysis also showed that perceived image of restaurant innovativeness influences both brand credibility and brand preference, while brand credibility had effect on both brand preference and customer loyalty.

Original languageEnglish
Pages (from-to)457-485
Number of pages29
JournalJournal of Hospitality Marketing and Management
Volume24
Issue number5
DOIs
StatePublished - Jul 4 2015

Keywords

  • brand credibility
  • customer loyalty
  • fine-dining restaurant
  • innovative service

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