Does Service Quality Really Matter At Green Restaurants For Millennial Consumers? The Moderating Effects Of Gender Between Loyalty And Satisfaction

Keywords

ECOSERVE; gender; loyalty; Millennials; partial least squares structural equation modeling; satisfaction; service quality

Abstract

The objective of this study was to examine how Millennials perceive service quality in restaurants with Green practices and the moderating effects of gender. This study addressed the questions whether the six dimensions of service quality measured by ECOSERVE have a direct link to Millennials’ loyalty and behavioral intentions and gender as a moderating effect using partial lest squire structural equation modeling. A data sample of 516 was collected using a questionnaire distributed electronically to the participants whose age range qualified them as Millennials. The results suggest that eco-tangibles, tangibles, and assurance are important factors for Millennial consumers’ satisfaction and loyalty at Green restaurants with gender as a significant moderator.

Publication Date

11-2-2018

Publication Title

Journal of Foodservice Business Research

Volume

21

Issue

6

Number of Pages

591-609

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/15378020.2018.1483698

Socpus ID

85053936562 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85053936562

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