The effect of customer awareness of restaurants’ green practices on customer dining experiences

초록

Despite growing attention to green practices in the hospitality industry, little is known about how customer awareness of green practices affects customers' dining experiences at green restaurants. This study presents an integrated model to indicate how perceived service quality and perceived values are related to customer satisfaction, with customer awareness of restaurants’ green practices as a moderator in perceived value-customer satisfaction linkage at green restaurants. The study results support the model, indicating that perceived service quality (both food quality and physical environmental quality), and perceived value are associated with customer satisfaction. Importantly, the findings also show the moderating effect of customer awareness of restaurant’ green practices on the relationship between perceived value and customer satisfaction. Specifically, when customers are aware that restaurants encourage customers to participate in green practices, the relationship between perceived value and customer satisfaction gets stronger. Theoretical and practical implications are discussed.

키워드