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

Yingxue Xia and Hong-Youl Ha
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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

Sustainability, 2021, vol. 13, issue 3, 1-16

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.

Keywords: customer orientation; service quality; customer satisfaction; moderating effects; physical service quality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:3:p:1051-:d:483860

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