Factors influencing perceived value and behavioral intentions of ethnic restaurant : A study of Indonesian restaurants

Abstract

This study aims to examine how restaurant quality attributes (service, food and atmosphere), authenticity, and familiarity influence customer perceived value and behavioral intentions. Data were collected from customers (international tourists) at four mid-scale Indonesian restaurants in Yogyakarta, Indonesia. A total of 376 questionnaires were obtained in this study. A standard multiple regression analysis was performed to test the effects of restaurant quality attributes, authenticity and familiarity on perceived value and behavioral intentions. The results revealed that food quality appeared as the strongest antecedent of customer perceived value followed by atmospherics, and service quality. Besides, food quality, atmospherics, authenticity, and familiarity directly influenced customer behavioral intentions. Likewise, food quality appeared as the most significant predictor of favorable behavioral intentions followed by atmospherics, familiarity, and authenticity. Perceived value was also found to be an antecedent of behavioral intentions. Furthermore, T-test and ANOVA were performed to examine the differences of perceived service quality, food quality, atmospherics, authenticity, familiarity, perceived value and behavioral intentions among customers with different demographic profiles. The findings showed that income, age, and nationality affect differently on perceived service quality, food quality, atmospherics, familiarity, perceived value and behavioral intentions. Based on the findings, this study suggests that food quality and atmospherics attributes should be the first priorities in managing restaurant attributes in Indonesian restaurants since both of them are the strongest antecedents of perceived value and behavioral intentions.