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

Si-Fan Liu, Zhi-Xuan Li () and Yang Zhang
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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

Sustainability, 2023, vol. 15, issue 3, 1-21

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.

Keywords: fine-dining restaurant; value-attitude-behavior framework; self-congruity theory; generational theory; perceived quality; willingness to pay a price premium (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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