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Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions

Purdue University, ynamkung{at}purdue.edu

SooCheong Jang, PhD

Purdue University, jang12{at}purdue.edu

Food quality seems to be accepted as a fundamental component to satisfy restaurant customers; however, it has been often overlooked in restaurant service quality and satisfaction studies. The primary objective of this study was to investigate how food quality is perceived in relation to satisfaction and behavioral intentions in mid- to upscale restaurants. This study also attempted to identify which attributes among food-related qualities are critical in improving satisfaction and heightening revisit intention. With a structural equation modeling technique, this study shows that overall food quality significantly affects customer satisfaction and behavioral intentions and also revealed that the relationship between food quality and customer behavioral intentions is mediated by satisfaction. Subsequent regression analyses demonstrated that taste and presentation were the two greatest contributors to customer satisfaction and behavioral intentions. Thus, managers should pay attention to the key food quality attributes that elicit customer satisfaction and enhance return visits in the restaurant business.

Key Words: food quality • satisfaction • behavioral intentions • restaurant • structural equation modeling (SEM)

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