Which Factors Influence Customers’ Behaviour in Chinese, Thai, and Japanese Restaurants?

The rising demand for ethnic food is driven by globalization and increasing diversity awareness, leading to a more competitive market. To help ethnic restaurant practitioners survive the competition, understanding which factors influence customer’s behaviour in ethnic restaurants is important. The study revealed that food authenticity significantly boosts hedonic value and satisfaction, and price fairness was critical for enhancing hedonic value and satisfaction; however, the influence of risk perception—generally reducing satisfaction but intriguingly boosting hedonic value—varied, being context-specific among Chinese, Thai, and Japanese restaurants. Additionally, the study discovered that restaurants’ ethnicity does not alter the impact of these factors, reflecting the complex dynamics of customer behaviour in ethnic dining. These findings highlight the intricate roles of authenticity, price fairness, and risk perception vary in different ethnic restaurant contexts, offering valuable insights for tailoring marketing and management strategies in ethnic restaurants.

Grantor dc:publisher

University of Guelph

Author dc:creator

• Nguyen, Duyen

Advisor dc:contributor.advisor

• Holmes, Mark

• ethnic restaurants
• authenticity
• price fairness
• risk perception

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/10214/28235

OAI record oai:identifier

https://atrium.lib.uoguelph.ca/server/oai/request?verb=GetRecord&metadataPrefix=dim&identifier=oai%3Aatrium.lib.uoguelph.ca%3A10214%2F28235