Does service quality really matter at Green restaurants for Millennial consumers? The moderating effects of gender between loyalty and satisfaction

ABSTRACT

The objective of this study was to examine how Millennials perceive service quality in restaurants with Green practices and the moderating effects of gender. This study addressed the questions whether the six dimensions of service quality measured by ECOSERVE have a direct link to Millennials’ loyalty and behavioral intentions and gender as a moderating effect using partial lest squire structural equation modeling. A data sample of 516 was collected using a questionnaire distributed electronically to the participants whose age range qualified them as Millennials. The results suggest that eco-tangibles, tangibles, and assurance are important factors for Millennial consumers’ satisfaction and loyalty at Green restaurants with gender as a significant moderator.

KEYWORDS:

• ECOSERVE
• loyalty
• Millennials
• partial least squares structural equation modeling
• satisfaction
• service quality
• gender