The influence of perceived food quality, price fairness, perceived value and satisfaction on customers' revisit and word-of-mouth intentions towards organic food restaurants

Abstract

The emerging trend of organic food consumption is manifested by the opening of organic food restaurants in the hospitality sector. In this respect, drawing on cue utilization theory, stimulus-organism-response (S-O-R) theory, equity theory and the principle of dual entitlement, the aim of the current study is to investigate the role of perceived food quality (PFQ), price fairness (PF), perceived value (PV) and customer satisfaction (CS) on customers' revisit and word-of-mouth (WOM) intentions towards organic food restaurants. For this purpose, the empirical data were collected by means of a written survey instrument from customers who had previously visited an organic food restaurant. The hypotheses were analyzed with maximum-likelihood estimation. The findings revealed that PFQ positively influences PF and PV. The significant positive relationships were also confirmed between PF, PV, and CS. The findings were also supported that consumers' behavioral intentions are influenced by CS. Furthermore, CS acts as a partial mediator among PFQ, PF, PV and behavioral intentions. Some significant theoretical and managerial insights are also presented.