Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
1
What affects customer satisfaction and behavioral intentions
in Saudi restaurants? The role of healthy-food choices.
Hany Hosny Sayed Abdelhamied.
Faculty of Tourism and Hotels, Sadat City University, Egypt.
College of Business, Umm Al-Qura University, KSA
ABSTRACT
Healthy eating is considered as one of many determinants deciding where to
dine? Previous studies have indicated that quality of food and services seem to
be perceived as primary component to satisfy restaurants' customers. However,
other attributes emerged to contribute customer satisfaction. This study
investigates Saudi customers’ perceptions of healthy food choices. It also tested
which attributes of fine-dining restaurants influence Saudi customers’
satisfaction and behavioral intentions. Data were collected from 350 guests of 36
restaurants in major cities in Saudi Arabia. Using simple and multiple regression
analysis techniques, this study shows that healthy food is pivotal to create
satisfied customers and positive post dining behavioral intentions. Food quality
attributes play crucial role in satisfying customers and behavioral intention,
however service related attributes contribute slightly to customer satisfaction and
has no effect on customers' behavioral intention.
Keywords: Healthy Food; customer satisfaction; behavioral intention.
Introduction:
Eating out has become increasingly common in Kingdom of Saudi Arabia.
Nowadays the Saudis spending more on eating-out (Food and Drug Authority,
2018) FDA. Consumption of food at different restaurants including quick-service
restaurants has attracted the scientific attention due to its association with higher
energy, fat contents and saturated fat; lower fiber and calcium contents and lower
fruit and vegetable intake. Scholars have indicated that frequent consumption of
food away from home particularly at fast food restaurants, leads to excess weight
gain. (French et al 2000; Kant and Graubard, 2004; Pereira, et al. 2005).
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
2
Moreover, Pereira, et al. (2005) confirmed that adults who consume fast food for
a long time are exposed to greater weight gain among in a study of a group of
adults over a 15-year. According to Saudi Food and Drug Authority statistics
(2018), about 42% of Saudis were overweight. Being overweight or obese leads
to serious medical problems, hence obesity increases the risk of many chronic
diseases and health conditions such as hypertension, diabetes, and certain types
of cancer (Harvard Men’s Health Watch, 2006). When personnel eat
considerable quantities of healthy food, they get essential nutrients, to help them
to prevent diseases, provide with more energy and improve human general
health. Eating out is considered the main reason for getting weight and being
obese.
Over the past decade, lifestyle elements have changed largely to affect
consumers' decisions of what to eat and where (Senauer et al., 1991). Broadly,
many reasons have encouraged Saudis to seek healthy food for example; the
growing numbers of health conscious groups in KSA, frequent traveling abroad
for studying, medication or leisure and the recent initiative launched by the Food
and Drug Authority (2018) puts much emphasis on consuming healthy food.
The main objective of the present study is to examine the effects of healthy food
choices availability on customers' satisfaction and behavioral intentions. The
study also tested the effects of food quality attributes and service related
attributes on customers' satisfaction and behavioral intentions. The results might
help restaurants' operators and menu planners to design appropriate marketing
promotion strategies for healthy food consumption.
Theoretical framework and hypothesis development
Foodservice in Saudi Arabia
According to Morder (2018) food service market in the kingdom of Saudi Arabia
amounted to be 29.83 billion USD in 2017, and it is anticipated to reach an
increase of 5.9% during the predict time phase (2018–2023). The entry of
females to the labor market in Saudi Arabia has led to increased demand for food
away from home. The increasing number of health conscious consumers and the
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
3
growing rate of obesity among the KSA. population is challenging the
foodservice market growth. Quick service restaurants, public cafeterias are
growing quickly while; full-service restaurants hold a considerable share by type,
quality, variety, and service in the KSA foodservice market in 2017.
Foodservice market in Saudi Arabia is divided into international Chains, local
chains and Independent restaurants. Independent establishments' include
restaurants that offer the local tastes and preferences. Local chain type
encompasses restaurants, such as Herfy, Al-Baik, Kudo and Shawaya House, are
supporting the expected demand for food away from home, creating a huge
market share for fast food market in Saudi Arabia, in addition to affiliated
restaurants such as fine-dining restaurants, theme restaurants and cafés.
Moreover, casual dining restaurants share the Saudi foodservice market, with
international brands, like Applebee’s, Steak House, Chilis and TGI Fridays.
However, American fast food chains predominate the fast food restaurant sector
in Saudi Arabia such as KFC, Pizza Hut, Burger King, Hardee’s, Subway, Little
Caesar’s Pizza, Pizza Inn, and Domino's Pizza, are major players in the service
market. Fast-food outlets have changed their basic style to attract the growing
demand of Saudi young people, in terms of food contents. Many restaurants
including fast food have launched new items on their menus to reflect local tastes
such as McArabia Grilled Chicken by McDonald's- a pita bread sandwich. They
also offered healthy options to meet customers' requirements. Recently, healthy
food commenced to spread in full-service and upscale restaurants, hence
restaurants' operators placed some healthy food choices on their menus to attract
health conscious customers (FDA, 2018).
Food quality
Quality of food described is as a key element affecting customer delight and
repeat intention visit. Dube and Renaghan (1994) examined the major causes
leading to revisit intention in an upscale restaurant; the results showed that
quality of food was the most crucial element to revisit upscale restaurants.
While, Sulek and Hensley (2004) tested different attributes such as quality of
food, environment, and attributes of service in a full-service restaurant and
concluded that quality of food was the main element affecting satisfaction and
predicting post-dining behavioral intention. In the same context, Namkung and
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
4
Jang (2007) investigated the link between of quality of food items such as food
presentation, variety, healthy choices, taste, freshness and both customer
satisfaction and repeat visit. The findings proved that food related such as taste,
temperature, and presentation were associated with customer satisfaction while
healthy options availability were strong predictors of repurchase intention.
MacLaurin and MacLaurin (2000) found that food quality greatly contribute to
customer satisfaction along with the environment concept, efficient service, food
variety and prices.
Healthy Food
It is well known that food choices and cultural elements are the main motives to
select food. Cultural background plays important role in food selection due to
certain preferences such as food preparation techniques, moreover avoiding of
meat products and milk from the diet (Lau, et al, 1984). Generally, food is a
reflection of social mode for many people (Sanjur, 1982). Food taste or sensory
appeal, likes, dislikes and customs are all related (Krondl et al., 1982; Rozin, et
al., 1984; Parraga, 1990). Food taste may be important in choice of high fat food,
because fats are responsible for carrying the food aroma (Drenowski, 1992).
Conversely, "healthy food" mostly selected for reasons such as concern about
weight or for health reasons (Cockerham, et al., 1988). Controlling body weight
largely decides the food intake for those who are concerned about their body
appearance. The rapid spread of health conscious groups over the last ten years
has led to change eating habits and food ingredients and the majority of health
conscious groups prefer food that is not harmful for the health. Healthy food has
been achieving a growing customer demand; health factor was an important
motive to prefer healthy food. Some customers buy healthy food, as they
perceived them as higher in quality (Bordeleau et al, 2002).
Healthy food items are commonly described as diets that enhance better health
and decrease the risk of chronic diseases (Cannon, 1992). Most healthy food
options emphasize a variety, balanced meals, less fat meals, vegetable meals,
lower caloric content meals and fiber staples (Carels et al., 2007). A wide variety
of healthy meals have been offered across Europe and Australia each of them
focuses on consumers' requirements; in other words, consumers who desire to
keep a healthy weight, be physically and actively choose meals that encompasses
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
5
quantities of nutritious food (Plenty of vegetables with different types and colors
and fruit) along with drinks to meet their energy needs. While customers who
have health concerns other alternatives are available such as meals that reduce
consumption of foods containing saturated fat, added sugar and salty food (Crane
et al., 2011). Many restaurants started to offer meals that give much
consideration for low sugar content meals that suit diabetic consumers and low
sodium contents for hypertension consumers (Friel et al., 2006). In Saudi Arabia,
full-service restaurants and up-scale restaurants commenced to give a brief
description for each meal contents offered on menus, in addition a separate
section on these restaurants' menus dedicated for healthy meals (Al-Ammar,
2016). Not only restaurants started to offer healthy food but also supermarkets
and retails stores offer organic food products and healthy food options in KSA
(Estimo, 2017). Women were regarded as more concerned with healthy food and
were seen as keen for change towards healthier food diets (Fagerli and Wandel,
1999). According to Szykman, et al., (1997) restaurants' operators who present
nutrition information about the food on their menus may achieve considerable
level of customer satisfaction and higher repurchase intentions.
Service Quality
The topic of service quality has been long investigated in service management
literature. Zenithal et al., (1996) described quality of service as the customer’s
assessment of the overall performance of a given service. Parasuraman et al.,
(1988) developed the most often-used instrument for assessing quality of service
in service marketing literature known as SERVQUAL. It encompasses five main
dimensions, called, tangibles, reliability, responsiveness, assurance and empathy.
In restaurants' context, Stevens et al. (1995) developed the main SERVQUAL
model and devised DINESERV model to measure perceived service quality in
restaurants. Broadly, restaurants' patrons not only judge food quality, but also the
quality of service. Service quality regarded as strong factor influencing customer
satisfaction and repeat purchase. Mattila (2001) reported that the main three
motives affecting customers' decisions to revisit restaurants were quality of food,
style of service, and the atmosphere. Likewise, Andaleeb and Conway (2006)
investigated the elements that interpret customer satisfaction and found
reliability, physical design and price, service responsiveness were important
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
6
contributors to customer satisfaction. Hossain (2012) concluded that the five
service quality dimensions positively influence customer satisfaction.
Customer Satisfaction.
Customer satisfaction and behavioral intention are inarguably two basic
conceptions in marketing philosophy (Spreng and Mackoy, 1996). The fierce
competition in service sector has urged food-service operators to assure
excellence in their services to guarantee customers satisfaction (Shemwell, et al.,
1998). Customer satisfaction concept has drawn considerable attention of service
providers to enhance food and service quality and to retain loyalty of customers
within a highly competitive marketplace (Awwad, 2012). Customer satisfaction
is described as after experiencing the food/service evaluation or judgment (Chi
and Qu, 2008). In line with this, Ryu et al., (2012) portrayed the disconfirmation
theory, which proposes that the process of satisfaction assessment depends on
comparisons hold by the customers between expectations conducted before and
post the performance or experience. Expectancy–disconfirmation model
hypothesizes that satisfaction of customer is a function of subjective
disconfirmation subjected to different circumstances (Churchill & Surprenant,
1982). Particularly, if customer perception about the quality goes beyond
customer hope a positive disconfirmation, then the customer will be satisfied.
While, if customer expectation of performance comes below expectations a
negative disconfirmation, then the consumer is dissatisfied. Specifically,
elements such as quality of food, variety of menu, atmosphere, quality of service,
cleanliness, theme, price, interior design and décor, neatness of staff, and store
location have identified as components of store image in the restaurant industry,
which lead to customer satisfaction ( Lindquist, 1974; Taylor and Baker 1994;
Prendergast and Man, 2002). Likewise, Han and Ryu (2007) declared that
improving the level of customer satisfaction is essential to increase the
probability of revisit intention and recommendations to others. While dissatisfied
patrons are more likely to change, criticize, or boycott the operation (Barsky,
1992; Oliver, 1997). Furthermore, Woodside et al, (1989) confirmed the direct
relationship between customer satisfaction and behavioral intention. While,
Olorunniwo et al., (2006) found customer satisfaction as strong mediator in the
relationship between service quality and behavioral intention.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
7
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
8
Behavioral Intentions
Behavioral intention is defined as people’s viewpoint about what they are going
to do in a certain situation (Ajzen & Fishbein, 1980). Further, Kim et al., (2010)
reported that behavioral intention is the aspiration of a customer to repurchase
from a given operation. The same authors also added retaining current customer
is crucial for the success of any food-service operator. Zeithaml et al. (1996)
suggested that customers' assessments of the products/services reflect customers’
desirable intentions and strengthen their relationship with the same service
provider. The authors classified behavioral intentions into desirable and
undesirable intentions. Specific behavior indicate desirable behavioral intentions
such as spreading good word of mouth about a certain service provider to others
and recommending it to them in the future, willingness to pay higher prices, and
remaining loyal. Nonetheless, complaining and changing to competitors are
examples of undesirable behavioral intents (Reichheld and Sasser, 1990;
Boulding, et al., 1993; Rust and Zahorik, 1993 Zeithaml et al., 1996).
Customer behavioral intention is strong indicator of customer future behaviors.
Although, there is a debate regarding customer satisfaction and behavioral
intention, they are not the same; but they are related to each other, as the
outcome of satisfaction may underpin a customer’s decision to reengage in
certain service/product provider (Cronin & Taylor, 1992). In addition, some
studies have illustrated discrepancy between the factors that influencing
customer satisfaction and behavioral intention. For instance, Sulek and Hensley
(2004) found that food, ambiance and quality of service, the seating were factors
leading to dining satisfaction, but only quality of food and variety predicted post-
dining behavioral intention. While, Namkung and Jang (2007) reported that
temperature of food directly affects customer satisfaction while it has no effect
on behavioral intention. On the contrary, healthy-food choices were found to be
a strong determinant for behavioral intentions but did not affect customer
satisfaction (Kozup, et al., 2003). When nutrition facts or health claims were
presented, consumers had more favorable attitudes toward nutrition and
intentions to repurchase (Kozup, et al., 2003). Based on the aforementioned
discussion the following hypotheses are proposed:
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
9
Ha1. Food quality attributes have positive impact on customer satisfaction.
Ha2. Food quality attributes have positive impact on behavioral intention.
Hb1. Healthy-food choices have positive impact on customer satisfaction
Hb2. Healthy-food choices have positive impact on behavioral intention
Hc1. Service-related attributes have positive impact on customer satisfaction.
Hc2. Service-related attributes have positive impact on behavioral intention.
Hd1. Customer satisfaction greatly influenced by, food quality attributes, healthy
food choices and service related attributes.
Hd2.Customer behavioral intention greatly influenced by, food quality attributes,
healthy food choices and service related attributes.
Methodology
Study Sample and Data Collection
Based on random sampling strategy, this study collected the data from a sample
includes full-service restaurants in major cities in the kingdom of Saudi Arabia
(Riyadh. Jeddah, Makkah, Dammam and Kobar). KMO and Bartlett's Test were
conducted, KMO value measuring the sampling adequacy equals to 0.840
(greater than 0.5) which is acceptable level, with significant value 0.000. A
sample of 445 patrons for full-service restaurants was surveyed randomly in this
study. After getting the ethical approval from the sampled restaurants three
research assistants have assigned to collect data. The forms were randomly
distributed by the assistants to customers who already finished their meals. A
total of 445 forms were collected and 350 were used for analysis after excluding
95 forms due to incomplete responses.
Measurement and instrument development
Drowning on a comprehensive review of the literature related to food quality,
quality of service, customer satisfaction and behavioral intention, the researcher
developed a self-administered questionnaire comprised of five sections. The first
part asked respondents to state their personal information such as age, gender,
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
10
occupation, and income and dining-out frequency. The second asked customers
to state their perception regarding food related attributes, using a 5-point Likert-
type scale, where 1 = completely disagree and 5 = completely agree. A number
of food qualities were identified (16) for this study; the items were adopted
partially from previous a previous study conducted by Steptoe et al., (1995). The
third part concerned with the quality of service in restaurants, respondents were
asked to rate their perception regarding the services in the restaurants, the items
were adopted partially from the SERVQUAL model (Parasuraman et al., 1988)
and DINESERV scales (Stevens et al., 1995), this section items were anchor by
1 (Extremely disagree) and 5 (Extremely agree).
The fourth and fifth parts dealt with measuring the patrons' satisfaction and
behavioral intention; hence, they were asked to indicate their perception
regarding satisfaction with the restaurants and post-dining behavioral intentions.
Customer satisfaction was measured using three items based on Oliver’s (1997)
study: for example ‘I am satisfied with this restaurant’.
Behavioral intention was measured using three items modified from Zeithaml et
al. (1996) such as ‘‘I would like to come back to this restaurant in the future. All
the items of this section were measured by a 5-point Likert scale, where 1 =
strongly disagree and 5 = strongly agree.
Validity and Factor analysis
Questionnaire Validity is confirmed by comprehensive literature reviewing and
by a jury from the hospitality industry experts' opinions. Moreover, SERVQUAL
(Parasuraman et al., 1988) and DINESERV scales (Stevens et al., 1995) were the
main trust references to construct question items for this study. A number of
items (25) were devised to this research based on earlier work by Parasuraman et
al.,1988; Stevens et al., 1995 formulated the study construct. Exploratory factor
analysis and a Varimax rotation on these 25 items revealed a five-component
solution explaining 67.757 % of the total variance, with factor loadings on all
items at least 0.619 (see Table 2). The reliability of the five components was
satisfactory (α = 0.878 and 0.854, 0.769, 0.771 and 0.689 respectively). The first
factor named food quality attributes since it included items related to food taste,
food texture, variety of food and freshness. The second component, is healthy
food choices, encompasses items related to low calories food, food contains a lot
of vitamins and minerals, offers of low fat food and low sugars content and
availability of healthier options. The third component called service related
attributes and concerned with staff occupational skills and knowledge,
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
11
appearance of staff and the quality of the service. The fourth one called customer
satisfaction and the fifth is behavioral intention. See table 1 for items details.
Table 1 Exploratory factor analysis for the study variables.
Attributes Loading
s
% of
variance
explaine
d
Alpha
s α
Food quality attributes. 15.845 0.878
Good taste of food 0.842
Food has a pleasant texture 0.798
Variety of food 0.812
Food Freshness 0.687
Appropriate temperature 0.781
Food smells good 0.878
Healthy-food choices. 14.747 0.854
Menu offers low calories food 0.744
Food contains a lot of vitamins and minerals 0.848
Menu offers low fat food and low sugars content 0.809
Menu offers food high in fiber and roughage 0.679
Menu offers food high in protein 0.874
Menu offers natural ingredients food 0.832
Healthier options available 0.826
Service-related attributes 13.581 0.769
Prompt service 0.781
Staff with occupational skills 0.792
knowledgeable Staff 0.619
Good appearance of staff 0.832
Understands guest specific needs 0.714
Customer satisfaction 12.843 0.771
I found my needs in this restaurant 0.868
I am satisfied with this restaurant’’ 0.829
I am pleased to have visited this restaurant. 0.745
Behavioral intention 10.741 0.689
I would like to come back to this restaurant in the future.
0.801
I would recommend this restaurant to my friends or
others.
0.779
I will return to this restaurant even though the prices increased
0.784
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
12
A pilot study with a convenience sample of 15 customers was conducted.
Accordingly, instrument was slightly amended. Corrections were related to the
phrasing of some questions.
Statistical analysis
This study defines two different dependent variables; named customer
satisfaction and customer behavioral intention. Food quality related attributes,
healthy food choices and service related attributes are the independent variables
for this study. To establish a relationship among food quality related attributes,
healthy food attributes, service related attributes, customer satisfaction and
behavioral intention, a simple regression analysis and multiple regressions
analysis have been utilized as analysis techniques to test the hypotheses.
Descriptive statistics (mean scores and frequencies) were also used in the
analysis. Correlation analysis was conducted among the study variables before
regression analysis via the Pearson correlation co-efficient. The results showed
that the study variables were significantly and positively correlated with some,
variables and correlated with other.
Table 2. Descriptive statistics and correlation matrix among the study variables.
Variables Means SD FQ HF SA CS BI
Food quality attributes (FQ) 3.62 .741 1
Healthy food attributes (HF) 3.78 .812 .634 1
Service related attributes (SA) 2.99 .756 .521* . 647* 1
Customer satisfaction (CS) 3.33 .724 .563 .737** .686* 1
Behavioral intention (BH) 4.09 .815 .502* .898** .356* .471* 1
Correlation is significant at the 0.01 level (**).
Correlation is significant at the 0.05 level (*).
The results in table 2 indicate significant correlation between the study variables.
Moreover, high correlation coefficients between food quality attributes and
healthy food choices were detected. Thus, the Variance Inflation Factor (VIF)
that measures the inflation in parameter estimate due to the collinearities among
independent variables is calculated for the regression model. By setting the
acceptable value range for VIF as suggested in the literature, it is found that
model variables are within the VIF limit (0.755 - . 829) Tolerance > 0.200 and
VIF < 10 (1.099-1.623) indicating that their multi-collinearities do not affect the
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
13
least squares estimates. Accordingly, all the variables in the model are fit for
further analysis.
Empirical results
Descriptive analysis indicates that, among the 350 valid forms, females
accounted for 55.2% of total diners. The average patrons' age was 37 years old.
The majority of respondents eat out 3 three times a week (60.2%). Respondents
used to dine out with their family (45.6%), this result accords Mills (2000) who
reported that fine-dining restaurants appeal to families and attracts almost a ratio
of (28.1%) of all customers. of the diners were friends and relatives (14.2%),
while business colleagues were less likely to dine-out (8.7%). The average
monthly income was 15000 SR- 20000 SR for these restaurants' patrons (55%),
followed by (23.2%) their income level were more than 20000 SR monthly,
while (17%) of the sample have monthly income ranging from 5000-10000 SR.
Approximately, (58 %) of the sample holding a bachelor degree and (18.7%)
hold post graduate degrees, the remaining sample were high school.
To test the relationship between food quality attributes, healthy food choices,
service related attributes and customer satisfaction customers' behavioral
intention, several simple and multiple regression analysis have been conducted
which enables to examine the linear relationship between the study dependent
variables (customer satisfaction and behavioral intention) and multiple
independent variables food quality attributes, healthy-food choices and service
related attributes) by calculating the coefficients for the equation for the straight
line. Beta (β) coefficient has been calculated hence, it shows the change level in
the dependent variable for each unit change in the independent variable. Use of
beta coefficient allows direct comparisons between many independent variables
and their influences on dependent variable. Clearly, Ha1 supposes food quality
attributes is expected to have a positive effect on customer satisfaction. The
simple regression indicated a positive and statistical significance relationship
between food quality attributes and customer satisfaction as illustrated from the
tabulated results β = (0.517) and R2 (0.496) at a significance level p, (0.028).
This finding accords with MacLaurin and MacLaurin (2000), therefore, Ha1 is
accepted. Likewise, the simple regression model reflected a strong effect of food
quality attributes on customer behavioral intention, results of β = (0.736) and R2
(0.594) at a significance level p, (0.000). The results in table (3) indicate that
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
14
food quality is a strong predictor of customer behavioral intention to fine dining
restaurants in KSA, the results also match with Namkung and Jang (2007) who
highlighted the effects of food taste, food temperature and food texture on
customer behavioral intention. Accordingly, Ha2 is completely accepted.
Table 3. Simple regression model between food quality attributes, Customer satisfaction and
behavior intention.
Dependent variable Independent variable
Standardized
coefficient
β
t p R2
CS: Customer Satisfaction. FQ:Food quality attributes
0.517 12.381 0.028 0.496
BI: Behavior intention. 0.736 15.076 0.000 0.594
Regarding, Hb1, which hypothesizes that healthy-food choices have a positive
impact on customers' satisfaction. Results of the simple regression analysis in
table (4) assured the existence of a strong positive and statistical significance
relationship between healthy food choices and customer satisfaction, hence,
Standardized coefficient β = (0.728) and R2 (0.744) at a significance level p,
(0.000) the obtained results reflected the powerful of healthy food choices in
predicting customer satisfaction. This finding is congruent with Sulek and
Hensley (2004), consequently, Hb1, is proved and accepted.
Table 4. Simple regression model between healthy-food attributes, Customer satisfaction and
behavior intention.
Dependent variable Independent variable
Standardize
d coefficient
β
t p R2
Customer Satisfaction. HF: Healthy food attributes
0.728 15. 832 0.000 0.744
Behavioral intention. 0.879 16. 751 0.000 0.881
p<0.05, R2 adjusted.
Similarly, healthy food greatly affects customer behavioral intention, the
emerged results showed high level of β (0.879), R2 adj. 0.881, at statistical
significance P (0.000). It can be depicted from results of R2 that describe the
amount of variation in the customer behavioral intention as a dependent variable
which associated with variation in the healthy food choices as independent
variable. R2 also indicated that the percentage of total variation in the dependent
variable (customer behavioral intention) can be explained when using the
independent variable (healthy food choices). Moreover, the high level of β
(0.879) showed that an increase in the dependent variable based on an increase in
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
15
the independent variable in other words, the more the healthy food will be
offered the higher the customers will be revisited the restaurants. Based on the
obtained results Hb2 is strongly accepted.
Service related attributes was hypothesized (Hc1) to have a positive impact on
customers' satisfaction. Based on the results of the simple regression table (5), it
can be depicted that service related attributes has a positive relationship with
customer satisfaction however, the relationship is not strong as, Standardized
coefficient β = (0.328) and R2 (0.411) at a significance level p, (0.014). This
result accords with (Baker et al., 1994; Prendergast & Man, 2002) Therefore, H5
is moderately supported.
Conversely, (Hc2), which hypothesized service-related attributes have a positive
impact on customers' behavioral intention. The results in table (5) showed a very
weak Standardized coefficient β = (0.119) and R2 (0.098) and it was not
statistically significant p, (0.503). The obtained results contradicts with Cronin &
Taylor, (1992) who pointed to the importance of quality of service for customers'
revisit, thus, Hc2 was rejected.
Table 5. Simple regression model between service related attributes customer satisfaction and
behavior intention.
Dependent variable Independent variable
Standardize
d coefficient
β
t p R2
Customer Satisfaction. SA: Service related
attributes.
0.328 11. 218 0.014 0.411
Behavioral Intention. 0.119 7. 001 0.503 0.098
p<0.05, R2 adjusted.
To explore the most powerful variables affecting customers' satisfaction in fine-
dining restaurants, multiple regression analysis was performed based on the
following model:
CS= α + β1 FQ + β2 HF + β3 SA + e.
When food quality, healthy food and service attributes were regressed on
customer satisfaction, the results in Table (6) demonstrated a strong and
moderate significant association among food quality attributes, healthy food
choices, service related attributes and customer satisfaction. The emerged finding
portrays the power of healthy food choices in attaining customer satisfaction;
hence, the obtained results indicte a high standard coefficient β (0.823) at a
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
16
significant level P (0.000). While, food quality attributes and service quality
attributes have a moderate significant effect on customer satisfaction. Although,
the simple regression analysis between customer
Table (6) Multiple Regression model between the variables
dependent variable Independent variable
Standardized
coefficient
β
t p
R2
Customer
Satisfaction
FQ: Food quality attributes 0.374 11.457 0.000 0.787
HF: Healthy food choices 0.823 17.442 0.000
SA: Service related attributes 0.269 9.089 0.004
p<0.05, R2 adjusted.
satisfaction and both food quality attributes and service quality attributes
indicated a strong positive relationship, the existence of healthy food choices in
the regression equation was more powerful in predicating customer satisfaction
in fine-dining restaurants. The obtained result supported by the results of the
simple regression analysis between service-related attributes and customer
satisfaction that interpreted weak relationship between customers' satisfaction
and service related attributes. It can be concluded that the healthy food
availability affects customer satisfaction greatly. Therefore, Hd1 is partially
accepted.
Further, multiple regression analysis was conducted to find-out more insight into
the influence of the independent variables that greatly affect customers'
behavioral intention to fine dining restaurants
BH= α + β1 FQ + β2 HF + β3 SA + e.
The empirical results show strong effects for healthy food choices on the
customer decisions to revisit the fine dining restaurants in the future. As
illustrated in table (7) healthy food choices was the dominant variable affecting
customers' behavioral intention, with the highest score for β coefficient (0.879)
at a significant level P (0.000). Likewise, food quality attributes had also
moderate effect on customers' behavioral intention as indicated in table (7).
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
17
Table (7) Multiple Regression model between the variables
dependent
variable Independent variable
Standardized
coefficient
β
t p R2
Behavioral
Intention
FQ: Food quality attributes 0.547 12.457 0.000 0.831
HF: Healthy food choices 0.879 17.712 0.000
SA: Service related attributes 0.029 5.324 0.081
p<0.05, R2 adjusted
Nonetheless, service related attributes have no effect on customers' decisions to
return to restaurants. This result accords with Hc2 that proved that service related
attributes has no effect on behavioral intention. Accordingly, Hd2 is partially
accepted.
Conclusion
The findings of the study show a strong link between healthy-food choices and
customer satisfaction. Moreover, the results also show that healthy food choices
greatly influence customer decisions to eat in fine dining restaurants in KSA. For
food-service operators in KSA, healthy food should be considered and included
on their menus to meet the fast growing demand for healthy food. This study
derived another crucial element for restaurants' managers concerned with the age
category that concerned with healthy food; the results indicate that youth, adults
and senior patrons give much attention to healthy choices. Food quality attributes
were also a significant support to customer satisfaction and behavioral intention.
Service related attributes to some extent influence customers' satisfaction, while
they have no effect on behavior intention.
Two main limitations of this study; firstly: the data was collected only from four
major cities in KSA. thus, the results of the study cannot be generalized.
Secondly, the study was only conducted in fine-dining restaurants; therefore the
results cannot be applied or generalized to the whole Saudi food-service market.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
18
References
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social
behavior. Englewood Cliffs, N.J. : Prentice-Hall.
Al-Ammar, I. (2016). Saudi food: Time for a healthy change
http://www.arabnews.com/columns/news/856631.
Andaleeb, S. & Conway, C., (2006). Customer satisfaction in the restaurant
industry: an examination of the transaction-specific model. Journal of services
marketing, 20(1), 3-11.
Awwad, S. M. (2012). An application of the American Customer Satisfaction
Index (ACSI) in the Jordanian mobile phone sector. The TQM Journal, 24(6),
529-541.
Barsky, J. D. (1992). Customer satisfaction in the hotel industry: Meaning and
measurement. Hospitality Research Journal, 16(1), 51-73.
Bordeleau, G., Myers-Smith, I., Midak, M., & Szeremeta, A. (2002). Food
Quality: A comparison of organic and conventional fruits and vegetables.
Kongelige Veterinoerog Landbohøjskole.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic
process model of sevice quality: from expectations to behavioral intentions.
Journal of marketing research, 30(1), 7-27.
Burns, K., Hubay, S. King, B. (2010). Nutritious Food Basket Guidance
Document. Published for the Ministry of Health Promotion. Ontario: Queen’s
Printer for Ontario. 74.
Cannon, G. (1992). Food and health, the experts agree, London: Consumers’
Association.
Carels, R., Konrad, K., & Harper, J. (2007). Individual differences in food
perceptions and calorie estimation: an examination of dieting status, weight, and
gender. Appetite, 49(2), 450-458.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
19
Chi, C., & Qu, H. (2008). Examining the structural relationships of destination
image, tourist satisfaction and destination loyalty: An integrated approach.
Tourism management, 29(4), 624-636.
Churchill Jr, A., & Surprenant, C. (1982). An investigation into the
determinants of customer satisfaction. Journal of marketing research, 491-504.
Cockerham, C., Kunz, G., & Lueschen, G. (1988). Social stratification and
health lifestyles in two systems of health care delivery: a comparison of the
United States and West Germany. Journal of Health and Social Behavior, 113-
126.
Crane, D., Little, J. & Burns, S., (2011). Weight gain following spinal cord
injury: a pilot study. The Journal of Spinal Cord Medicine, 34 (2), 227-232.
Cronin Jr., & Taylor, A. (1992). Measuring service quality: a reexamination
and extension, The journal of marketing, 55-68.
Drewnowski, A. (1992). Sensory properties of fats and fat replacements.
Nutrition reviews, 50(4), 17-20.
Dube, L., & Renaghan, L. (1994). Measuring Customer Satisfaction for
Strategic Management: For financial success, a restaurant's management must
make the connection between service attributes and return patronage. Here's a
way to establish that connection. Cornell Hotel and Restaurant Administration
Quarterly, 35(1), 39-47.
Estimo, Jr., Rodolfo, C. (2017). SFDA launches strategic plan for healthy food
in Saudi Arabia, http://www.arabnews.com/node/1170871/saudi-arabia.
Fagerli, R., & Wandel, M. (1999). Gender differences in opinions and
practices with regard to a" healthy diet". Appetite, 32(2), 171-190.
Food and Drug Authority (2018). Healthy food initiative,
https://www.sfda.gov.sa/ar/awareness/Campaigns/Pages/HFStrategy.aspx.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
20
French, S., Harnack, L., & Jeffery, R., (2000). Fast food restaurant use among
women in the Pound of Prevention study: dietary, behavioral and demographic
correlates. International Journal of Obesity, 24:1353-1359.
Friel, S., Walsh, O., & McCarthy, D., (2006). The irony of a rich country:
issues of financial access to and availability of healthy food in the Republic of
Ireland, Journal of Epidemiology & Community Health, 60(12), 1013-1019.
Han, H. & Ryu, K., (2007). Moderating role of personal characteristics in
forming restaurant customers’ behavioral intentions – an upscale restaurant
setting, Journal of Hospitality & Leisure Marketing, 15 (4), 25-54.
Harvard Men's Health Watch (2006). Diet and health: Patterns matter most,
https://www.health.harvard.edu/newsletter_article/diet-and-health-patterns-
matter-most.
Hossain, M., (2012). Impact of service quality on customer satisfaction: A case
of tourism industry in Bangladesh. International Journal of Research in Finance
& Marketing, 2(2), 1-25.
Kant, A. & Graubard, B. (2004). Eating out in America, 1987-2000: Trends
and Nutritional Correlates. Preventive Medicine; 38:243-249.
Kim, S. H., Kim, S., Huh, C., & Knutson, B. (2010). A predictive model of
behavioral intention to spa visiting: an extended theory of planned behavior.
International CHRIE Conference-Refereed Track.
30.http://scholarworks.umass.edu/refereed/CHRIE.
Kozup, J., Creyer, H., & Burton, S. (2003). Making healthful food choices: the
influence of health claims and nutrition information on consumers’ evaluations
of packaged food products and restaurant menu items. Journal of Marketing,
67(2), 19-34.
Kreuter, M., Scharff, D., Brennan, L. & Lukwago, S. (1997). Physician
recommendations for diet and physical activity, Preventive medicine, 26(6), 825-
833.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
21
Krondl, M., Lau, D., Yurkiw, M. A., & Coleman, P. H. (1982). Food use and
perceived food meanings of the elderly. Journal of the American Dietetic
Association, 80(6), 523-529.
Lau, D., Krondl, M., & Coleman, P. (1984). Psychological factors affecting
food selection. International journal of Nutrition and behavior (pp. 397-415).
Springer, Boston, MA.
Lindquist, J. D. (1974). Meaning of image-survey of empirical and hypothetical
evidence. Journal of retailing, 50(4), 29-41.
MacLaurin, D. J., & MacLaurin, T. L. (2000). Customer perceptions of
Singapore's theme restaurants. Cornell Hotel and Restaurant Administration
Quarterly, 41(3), 75-85.
Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry
setting. Journal of Services Marketing, 15(7), 583-596.
Mills, S. (2000). Food service trends. Restaurants USA, 20(4), 39-43.
Morder Intelligence (2018), Saudi Arabia Foodservice Market - Growth,
Trends and Forecasts (2018-2023)
https://www.mordorintelligence.com/industry-reports/saudi-arabia-foodservice-
market.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in
restaurants? Its impact on customer satisfaction and behavioral intentions.
Journal of Hospitality & Tourism Research, 31(3), 387-409.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer.
New York.
Olorunniwo, F., Hsu, M. K., & Udo, G. J. (2006). Service quality, customer
satisfaction, and behavioral intentions in the service factory. Journal of services
marketing, 20(1), 59-72.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A
multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
22
Parraga, I. M. (1990). Determinants of food consumption. Journal of the
American Dietetic Association, 90(5), 661-663.
Pereira, M, Kartashov, A., Ebbeling, C, Van Horn, L, Slattery, M, Jacobs,
D, Ludwig, D., (2005). Fast-food habits, weight gain, and insulin resistance (the
CARDIA study): 15-year prospective analysis. Lancet, 365:36-42.
Prendergast, G., & Man, H. W. (2002). The influence of store image on store
loyalty in Hong Kong's quick service restaurant industry. Journal of Foodservice
Business Research, 5(1), 45-59.
Rozin, P., Fallon, A., & Mandell, R. (1984). Family resemblance in attitudes to
foods. Developmental psychology, 20(2), 309.
Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality comes to
services. Harvard business review, 68(5), 105-111.
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention,
and market share. Journal of retailing, 69(2), 193-215.
Ryu, K., Lee, H. R., & Gon Kim, W. (2012). The influence of the quality of the
physical environment, food, and service on restaurant image, customer perceived
value, customer satisfaction, and behavioral intentions. International Journal of
Contemporary Hospitality Management, 24(2), 200-223.
Sanjur, D. (1982). Social and cultural perspectives in nutrition. Prentice-Hall
Englewood Cliffs, N.J.
Senauer, B., Asp, E., & Kinsey, J. (1991). Food trends and the changing
consumer. Eagan Press. St. Paul, MN, USA.
Shemwell, D. J., Yavas, U., & Bilgin, Z. (1998). Customer-service provider
relationships: an empirical test of a model of service quality, satisfaction and
relationship-oriented outcomes. International journal of service industry
management, 9(2), 155-168.
Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018
23
Spreng, R. A., & Mackoy, R. D. (1996). An empirical examination of a model
of perceived service quality and satisfaction. Journal of retailing, 72(2), 201-
214.
Steptoe, A., Pollard, T. M., & Wardle, J. (1995). Development of a measure of
the motives underlying the selection of food: the food choice questionnaire.
Appetite, 25(3), 267-284.
Stevens, P., Knutson, B., & Patton, M., (1995), DINESERV: A Tool for
Measuring Service Quality in Restaurants”, Cornell Hotel and Restaurant
Administration Quarterly, 36 (2), 56-60.
Sulek, J. M., & Hensley, R. L., (2004). The relative importance of food,
atmosphere, and fairness of wait: The case of a full-service restaurant, Cornell
Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
Szykman, L. R., Bloom, P. N., & Levy, A. S. (1997). A proposed model of the
use of package claims and nutrition labels. Journal of Public Policy &
Marketing, 228-241.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship
between service quality and customer satisfaction. Journal of retailing, 70(2),
163-178.
Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking sort/ice anlity,
customer satisfaction, and behavioral intention. Journal of health care
marketing, 9(4), 5-17.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral
consequences of service quality. the Journal of Marketing, 31-46.
Zhou, X., Perez-Cueto, F.J.A., Dos Santos, Q., Monteleone, E., Giboreau, A.,
Appleton, K.M., Bjørner, T., Bredie, W.L.P. & Hartwell, H. (2018). A
systematic review of behavioural interventions promoting healthy eating among
older people. Nutrients, 10 (2), 14-29.