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Does Customer Orientation Matter? Direct and Indirect Effects in a Service Quality-Sustainable Restaurant Satisfaction Framework in China

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  • Yingxue Xia

    (Department of International Trade, Dongguk University-Seoul, Seoul 04620, Korea)

  • Hong-Youl Ha

    (Department of International Trade, Dongguk University-Seoul, Seoul 04620, Korea)

Abstract

This study aims to further understand the moderating role of customer orientation in the formation of customer satisfaction in the Chinese restaurant context. The first finding of direct effects reveals that customer orientation has a positive impact on quality evaluations, restaurant image and customer satisfaction. Taken in sequence, customer orientation improves quality evaluations, which, in turn, improves restaurant image and customer satisfaction. In particular, restaurant image by itself is not significant in its impact on customer satisfaction, whereas higher levels of customer orientation moderate to strengthen the relationship of restaurant image with customer satisfaction. The authors then provide a managerial framework that can be used to guide customer orientation improvement efforts.

Suggested Citation

  • Yingxue Xia & Hong-Youl Ha, 2021. "Does Customer Orientation Matter? Direct and Indirect Effects in a Service Quality-Sustainable Restaurant Satisfaction Framework in China," Sustainability, MDPI, vol. 13(3), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1051-:d:483860
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    1. Abderahman Rejeb & Alireza Abdollahi & Karim Rejeb & Mohamed M. Mostafa, 2023. "Tracing knowledge evolution flows in scholarly restaurant research: a main path analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2183-2209, June.
    2. Jee-Won Kang & Young Namkung, 2022. "Measuring the Service Quality of Fresh Food Delivery Platforms: Development and Validation of the “Food PlatQual” Scale," Sustainability, MDPI, vol. 14(10), pages 1-19, May.

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