Effects of Third-Party Certification on Patrons' Service Quality Evaluation in the Luxury-Restaurant Industry

Keywords

Service quality, Food quality, Attention to social comparison information (ATSCI), Education level, Luxury restaurant, Third-party certification

Abstract

Purpose The purpose of this paper is to incorporate third-party certification to test a theoretical model that demonstrates the effects of third-party certification on perceived food quality, perceived service quality, and trust and the effects of these factors on word of mouth (WOM) intentions in the context of luxury restaurants. It also investigates the moderating roles of attention to social comparison information (ATSCI) and the education level. Design/methodology/approach An online survey sent to customers who are patronizing luxury restaurants in the US 317 empirical data analysis was conducted using structural equation modeling. Findings Third-party certification facilitated patrons' positive evaluation of food and service quality. In addition, this positive evaluation fostered trust in the restaurant. Finally, ATSCI and the education level had significant moderating effects on the relationship between third-party certification and patrons' trust in the restaurant. Originality/value This study proposes risk-reducing effect of third-party certification on the luxury-restaurant business. Third-party certification is employed as a mechanism for communicating restaurant quality in food and service to patrons. Both stakeholders and patrons in the restaurant industry can obtain benefits from the third-party certification because it minimizes uncertainties and information asymmetries in luxury restaurants' quality and service, and thus generating likelihood of WOM intentions.

Publication Date

1-1-2017

Number of Pages

771-789

Document Type

Article

Language

English

Source Title

British Food Journal

Volume

119

Issue

4

College

Rosen College of Hospitality Management

This document is currently not available for download.

View via DOI


Share

COinS