Effects of perceived authenticity on value, customer satisfaction and behavioural intention towards Nyonya restaurants in Melaka, Malaysia
Nyonya cuisine has been garnering more national attention due to its unique taste. The popularity of the cuisine spurred the growth of Nyonya restaurants in Melaka, a state declared as a UNESCO World Heritage. This study intended to identify how perceived authenticity of food, atmospherics, an...
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| Format: | Thesis |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/68863/1/FSTM%202018%208%20IR.pdf |
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| Summary: | Nyonya cuisine has been garnering more national attention due to its unique
taste. The popularity of the cuisine spurred the growth of Nyonya restaurants in
Melaka, a state declared as a UNESCO World Heritage. This study intended to
identify how perceived authenticity of food, atmospherics, and service
employees influenced customer perceived value, customer satisfaction, and
future behavioural intentions towards Nyonya restaurants. The mediating roles
of perceived value and customer satisfaction were also examined. Lastly, the
moderating effect of familiarity with Nyonya restaurants on the relationships
between perceived authenticity dimensions, perceived value, customer
satisfaction, and behavioural intentions were investigated.
A convenience sampling was carried out at two Nyonya restaurants in Melaka
whereby self-administered questionnaires were distributed to the customers. A
total of 336 usable responses were used for data analysis. The proposed
structural model of this study was tested following Anderson and Gerbing’s
(1988) two-step approach: a measurement model and a subsequent structural
model. Using the structural equation modeling (SEM) technique, this study
discovered that positive perception of food authenticity was statistically
significant in inducing higher perceived value, greater customer satisfaction,
and positive behavioural intentions. Service employee authenticity was a
significant antecedent of perceived value. Perceived value was found to affect
behavioural intentions through customer satisfaction. In addition, perceived
value acted as a partial mediator in the relationship between food authenticity
and customer satisfaction and a full mediator in the relationship between
service employee authenticity and customer satisfaction. Customer satisfaction
also served as a partial mediator between food authenticity and behavioural
intentions.The results of chi-square difference test indicated that the relationships among
perceived authenticity dimensions, perceived value, customer satisfaction, and
behavioural intentions were significantly different according to customer
familiarity levels with Nyonya restaurants. In particular, the statistical tests
disclosed that the moderating function of familiarity existed in the relationships
between: (i) atmospherics authenticity and perceived value; (ii) food
authenticity and customer satisfaction; (iii) atmospherics authenticity and
customer satisfaction; (iv) atmospherics authenticity and behavioural intentions;
(v) service employee authenticity and behavioural intentions; and (vi) perceived
value and behavioural intentions. The findings provided important implications
for selecting and refining the critical authenticity aspects of Nyonya restaurants
in order to increase perceived value, enhance customer satisfaction, and
eventually intensify positive behavioural consequences. Unlike previous studies
on restaurant authenticity, this study exclusively investigated the effects of
perceived authenticity from the aspects of food, atmospherics, and service
employees on customers’ post-dining behaviours in Nyonya restaurants. This
study could also offer directions to improve customers’ perceived authenticity
which can thus enrich their dining experience. |
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