Customers’ perceptions in value and food safety on customer satisfaction and loyalty in restaurant environments: moderating roles of gender and restaurant types

ABSTRACT

Using a valid sample of 334 restaurant diners, this study investigated the relative effects of perceived value and food safety on customer satisfaction and customer loyalty. The proposed model was consistent with other cognitive–attitudinal–behavioral frameworks. This study also explored how these two perceptions on customer satisfaction were different based on gender and restaurant type. We found support for all of the hypothesized relationships. Results from the structural equation modeling showed that customer satisfaction mediated the relationships between two antecedents and customer loyalty. Implications of the findings, limitations of the study, and recommendations for future research were discussed.

KEYWORDS:

• Customer perception in food safety
• perceived value
• customer satisfaction
• behavioral intentions
• restaurant type