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Sustainable Operation of Fine-Dining Restaurants: Antecedents and Consequences of Customers’ Self-Image Congruity at a Cantonese Michelin-Starred Restaurant Based on the Value-Attitude-Behavior Model

Author

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  • Si-Fan Liu

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau 999078, China)

  • Zhi-Xuan Li

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau 999078, China)

  • Yang Zhang

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau 999078, China)

Abstract

With the current rapid economic development, restaurant practitioners need to pay attention to the issue of how fine-dining restaurants can achieve sustainable operations in the presence of fierce competition. Fine-dining restaurants have gradually become a reflection of consumers’ self-image; therefore, this study combines the VAB framework, self-congruity theory, and generational theory to investigate the relationships among perceived quality, customers’ self-image congruity, and their willingness to pay a price premium (WTP-PP). Current research uses generation as a moderator to explore the intergenerational differences between Gen X and Gen Y. We adopted Smart-PLS to conduct SEM and MGA. The results of this study showed that the quality of the atmosphere and food induced actual, ideal, and ideal social self-image congruity, while the quality of the service could not only induce the above three aspects of self-consistency but also induce social self-image congruity and have a significant positive impact on WTP-PP. Meanwhile, WTP-PP was also significantly affected by actual self-image congruity and ideal self-image congruity. Furthermore, Gen Yers cared more about the atmosphere quality than Gen X. Contrarily, Gen Xers valued food quality more than Gen Y.

Suggested Citation

  • Si-Fan Liu & Zhi-Xuan Li & Yang Zhang, 2023. "Sustainable Operation of Fine-Dining Restaurants: Antecedents and Consequences of Customers’ Self-Image Congruity at a Cantonese Michelin-Starred Restaurant Based on the Value-Attitude-Behavior Model," Sustainability, MDPI, vol. 15(3), pages 1-21, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2421-:d:1050641
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    1. Asghar, Midhat, 2023. "Cafe Politics: How Food Service Operators Influence University Students’ Satisfaction and Dining Frequency," MPRA Paper 116759, University Library of Munich, Germany, revised 16 Mar 2023.

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