What affects customer satisfaction and behavioral ...staff.usc.edu.eg/uploads/0b46327d2d32cd3b8acbe9f45bc12a62.pdf · Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018 1 What

Egyptian Journal of Tourism Studies. Vol. 17, No. 2, 2018

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What affects customer satisfaction and behavioral intentions

in Saudi restaurants? The role of healthy-food choices.

Hany Hosny Sayed Abdelhamied.

Faculty of Tourism and Hotels, Sadat City University, Egypt.

College of Business, Umm Al-Qura University, KSA

ABSTRACT

Healthy eating is considered as one of many determinants deciding where to

dine? Previous studies have indicated that quality of food and services seem to

be perceived as primary component to satisfy restaurants' customers. However,

other attributes emerged to contribute customer satisfaction. This study

investigates Saudi customers’ perceptions of healthy food choices. It also tested

which attributes of fine-dining restaurants influence Saudi customers’

satisfaction and behavioral intentions. Data were collected from 350 guests of 36

restaurants in major cities in Saudi Arabia. Using simple and multiple regression

analysis techniques, this study shows that healthy food is pivotal to create

satisfied customers and positive post dining behavioral intentions. Food quality

attributes play crucial role in satisfying customers and behavioral intention,

however service related attributes contribute slightly to customer satisfaction and

has no effect on customers' behavioral intention.

Keywords: Healthy Food; customer satisfaction; behavioral intention.

Introduction:

Eating out has become increasingly common in Kingdom of Saudi Arabia.

Nowadays the Saudis spending more on eating-out (Food and Drug Authority,

2018) FDA. Consumption of food at different restaurants including quick-service

restaurants has attracted the scientific attention due to its association with higher

energy, fat contents and saturated fat; lower fiber and calcium contents and lower

fruit and vegetable intake. Scholars have indicated that frequent consumption of

food away from home particularly at fast food restaurants, leads to excess weight

gain. (French et al 2000; Kant and Graubard, 2004; Pereira, et al. 2005).


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Moreover, Pereira, et al. (2005) confirmed that adults who consume fast food for

a long time are exposed to greater weight gain among in a study of a group of

adults over a 15-year. According to Saudi Food and Drug Authority statistics

(2018), about 42% of Saudis were overweight. Being overweight or obese leads

to serious medical problems, hence obesity increases the risk of many chronic

diseases and health conditions such as hypertension, diabetes, and certain types

of cancer (Harvard Men’s Health Watch, 2006). When personnel eat

considerable quantities of healthy food, they get essential nutrients, to help them

to prevent diseases, provide with more energy and improve human general

health. Eating out is considered the main reason for getting weight and being

obese.

Over the past decade, lifestyle elements have changed largely to affect

consumers' decisions of what to eat and where (Senauer et al., 1991). Broadly,

many reasons have encouraged Saudis to seek healthy food for example; the

growing numbers of health conscious groups in KSA, frequent traveling abroad

for studying, medication or leisure and the recent initiative launched by the Food

and Drug Authority (2018) puts much emphasis on consuming healthy food.

The main objective of the present study is to examine the effects of healthy food

choices availability on customers' satisfaction and behavioral intentions. The

study also tested the effects of food quality attributes and service related

attributes on customers' satisfaction and behavioral intentions. The results might

help restaurants' operators and menu planners to design appropriate marketing

promotion strategies for healthy food consumption.

Theoretical framework and hypothesis development

Foodservice in Saudi Arabia

According to Morder (2018) food service market in the kingdom of Saudi Arabia

amounted to be 29.83 billion USD in 2017, and it is anticipated to reach an

increase of 5.9% during the predict time phase (2018–2023). The entry of

females to the labor market in Saudi Arabia has led to increased demand for food

away from home. The increasing number of health conscious consumers and the


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growing rate of obesity among the KSA. population is challenging the

foodservice market growth. Quick service restaurants, public cafeterias are

growing quickly while; full-service restaurants hold a considerable share by type,

quality, variety, and service in the KSA foodservice market in 2017.

Foodservice market in Saudi Arabia is divided into international Chains, local

chains and Independent restaurants. Independent establishments' include

restaurants that offer the local tastes and preferences. Local chain type

encompasses restaurants, such as Herfy, Al-Baik, Kudo and Shawaya House, are

supporting the expected demand for food away from home, creating a huge

market share for fast food market in Saudi Arabia, in addition to affiliated

restaurants such as fine-dining restaurants, theme restaurants and cafés.

Moreover, casual dining restaurants share the Saudi foodservice market, with

international brands, like Applebee’s, Steak House, Chilis and TGI Fridays.

However, American fast food chains predominate the fast food restaurant sector

in Saudi Arabia such as KFC, Pizza Hut, Burger King, Hardee’s, Subway, Little

Caesar’s Pizza, Pizza Inn, and Domino's Pizza, are major players in the service

market. Fast-food outlets have changed their basic style to attract the growing

demand of Saudi young people, in terms of food contents. Many restaurants

including fast food have launched new items on their menus to reflect local tastes

such as McArabia Grilled Chicken by McDonald's- a pita bread sandwich. They

also offered healthy options to meet customers' requirements. Recently, healthy

food commenced to spread in full-service and upscale restaurants, hence

restaurants' operators placed some healthy food choices on their menus to attract

health conscious customers (FDA, 2018).

Food quality

Quality of food described is as a key element affecting customer delight and

repeat intention visit. Dube and Renaghan (1994) examined the major causes

leading to revisit intention in an upscale restaurant; the results showed that

quality of food was the most crucial element to revisit upscale restaurants.

While, Sulek and Hensley (2004) tested different attributes such as quality of

food, environment, and attributes of service in a full-service restaurant and

concluded that quality of food was the main element affecting satisfaction and

predicting post-dining behavioral intention. In the same context, Namkung and


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Jang (2007) investigated the link between of quality of food items such as food

presentation, variety, healthy choices, taste, freshness and both customer

satisfaction and repeat visit. The findings proved that food related such as taste,

temperature, and presentation were associated with customer satisfaction while

healthy options availability were strong predictors of repurchase intention.

MacLaurin and MacLaurin (2000) found that food quality greatly contribute to

customer satisfaction along with the environment concept, efficient service, food

variety and prices.

Healthy Food

It is well known that food choices and cultural elements are the main motives to

select food. Cultural background plays important role in food selection due to

certain preferences such as food preparation techniques, moreover avoiding of

meat products and milk from the diet (Lau, et al, 1984). Generally, food is a

reflection of social mode for many people (Sanjur, 1982). Food taste or sensory

appeal, likes, dislikes and customs are all related (Krondl et al., 1982; Rozin, et

al., 1984; Parraga, 1990). Food taste may be important in choice of high fat food,

because fats are responsible for carrying the food aroma (Drenowski, 1992).

Conversely, "healthy food" mostly selected for reasons such as concern about

weight or for health reasons (Cockerham, et al., 1988). Controlling body weight

largely decides the food intake for those who are concerned about their body

appearance. The rapid spread of health conscious groups over the last ten years

has led to change eating habits and food ingredients and the majority of health

conscious groups prefer food that is not harmful for the health. Healthy food has

been achieving a growing customer demand; health factor was an important

motive to prefer healthy food. Some customers buy healthy food, as they

perceived them as higher in quality (Bordeleau et al, 2002).

Healthy food items are commonly described as diets that enhance better health

and decrease the risk of chronic diseases (Cannon, 1992). Most healthy food

options emphasize a variety, balanced meals, less fat meals, vegetable meals,

lower caloric content meals and fiber staples (Carels et al., 2007). A wide variety

of healthy meals have been offered across Europe and Australia each of them

focuses on consumers' requirements; in other words, consumers who desire to

keep a healthy weight, be physically and actively choose meals that encompasses


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quantities of nutritious food (Plenty of vegetables with different types and colors

and fruit) along with drinks to meet their energy needs. While customers who

have health concerns other alternatives are available such as meals that reduce

consumption of foods containing saturated fat, added sugar and salty food (Crane

et al., 2011). Many restaurants started to offer meals that give much

consideration for low sugar content meals that suit diabetic consumers and low

sodium contents for hypertension consumers (Friel et al., 2006). In Saudi Arabia,

full-service restaurants and up-scale restaurants commenced to give a brief

description for each meal contents offered on menus, in addition a separate

section on these restaurants' menus dedicated for healthy meals (Al-Ammar,

2016). Not only restaurants started to offer healthy food but also supermarkets

and retails stores offer organic food products and healthy food options in KSA

(Estimo, 2017). Women were regarded as more concerned with healthy food and

were seen as keen for change towards healthier food diets (Fagerli and Wandel,

1999). According to Szykman, et al., (1997) restaurants' operators who present

nutrition information about the food on their menus may achieve considerable

level of customer satisfaction and higher repurchase intentions.

Service Quality

The topic of service quality has been long investigated in service management

literature. Zenithal et al., (1996) described quality of service as the customer’s

assessment of the overall performance of a given service. Parasuraman et al.,

(1988) developed the most often-used instrument for assessing quality of service

in service marketing literature known as SERVQUAL. It encompasses five main

dimensions, called, tangibles, reliability, responsiveness, assurance and empathy.

In restaurants' context, Stevens et al. (1995) developed the main SERVQUAL

model and devised DINESERV model to measure perceived service quality in

restaurants. Broadly, restaurants' patrons not only judge food quality, but also the

quality of service. Service quality regarded as strong factor influencing customer

satisfaction and repeat purchase. Mattila (2001) reported that the main three

motives affecting customers' decisions to revisit restaurants were quality of food,

style of service, and the atmosphere. Likewise, Andaleeb and Conway (2006)

investigated the elements that interpret customer satisfaction and found

reliability, physical design and price, service responsiveness were important

http://www.arabnews.com/taxonomy/term/6656


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contributors to customer satisfaction. Hossain (2012) concluded that the five

service quality dimensions positively influence customer satisfaction.

Customer Satisfaction.

Customer satisfaction and behavioral intention are inarguably two basic

conceptions in marketing philosophy (Spreng and Mackoy, 1996). The fierce

competition in service sector has urged food-service operators to assure

excellence in their services to guarantee customers satisfaction (Shemwell, et al.,

1998). Customer satisfaction concept has drawn considerable attention of service

providers to enhance food and service quality and to retain loyalty of customers

within a highly competitive marketplace (Awwad, 2012). Customer satisfaction

is described as after experiencing the food/service evaluation or judgment (Chi

and Qu, 2008). In line with this, Ryu et al., (2012) portrayed the disconfirmation

theory, which proposes that the process of satisfaction assessment depends on

comparisons hold by the customers between expectations conducted before and

post the performance or experience. Expectancy–disconfirmation model

hypothesizes that satisfaction of customer is a function of subjective

disconfirmation subjected to different circumstances (Churchill & Surprenant,

1982). Particularly, if customer perception about the quality goes beyond

customer hope a positive disconfirmation, then the customer will be satisfied.

While, if customer expectation of performance comes below expectations a

negative disconfirmation, then the consumer is dissatisfied. Specifically,

elements such as quality of food, variety of menu, atmosphere, quality of service,

cleanliness, theme, price, interior design and décor, neatness of staff, and store

location have identified as components of store image in the restaurant industry,

which lead to customer satisfaction ( Lindquist, 1974; Taylor and Baker 1994;

Prendergast and Man, 2002). Likewise, Han and Ryu (2007) declared that

improving the level of customer satisfaction is essential to increase the

probability of revisit intention and recommendations to others. While dissatisfied

patrons are more likely to change, criticize, or boycott the operation (Barsky,

1992; Oliver, 1997). Furthermore, Woodside et al, (1989) confirmed the direct

relationship between customer satisfaction and behavioral intention. While,

Olorunniwo et al., (2006) found customer satisfaction as strong mediator in the

relationship between service quality and behavioral intention.


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Behavioral Intentions

Behavioral intention is defined as people’s viewpoint about what they are going

to do in a certain situation (Ajzen & Fishbein, 1980). Further, Kim et al., (2010)

reported that behavioral intention is the aspiration of a customer to repurchase

from a given operation. The same authors also added retaining current customer

is crucial for the success of any food-service operator. Zeithaml et al. (1996)

suggested that customers' assessments of the products/services reflect customers’

desirable intentions and strengthen their relationship with the same service

provider. The authors classified behavioral intentions into desirable and

undesirable intentions. Specific behavior indicate desirable behavioral intentions

such as spreading good word of mouth about a certain service provider to others

and recommending it to them in the future, willingness to pay higher prices, and

remaining loyal. Nonetheless, complaining and changing to competitors are

examples of undesirable behavioral intents (Reichheld and Sasser, 1990;

Boulding, et al., 1993; Rust and Zahorik, 1993 Zeithaml et al., 1996).

Customer behavioral intention is strong indicator of customer future behaviors.

Although, there is a debate regarding customer satisfaction and behavioral

intention, they are not the same; but they are related to each other, as the

outcome of satisfaction may underpin a customer’s decision to reengage in

certain service/product provider (Cronin & Taylor, 1992). In addition, some

studies have illustrated discrepancy between the factors that influencing

customer satisfaction and behavioral intention. For instance, Sulek and Hensley

(2004) found that food, ambiance and quality of service, the seating were factors

leading to dining satisfaction, but only quality of food and variety predicted post-

dining behavioral intention. While, Namkung and Jang (2007) reported that

temperature of food directly affects customer satisfaction while it has no effect

on behavioral intention. On the contrary, healthy-food choices were found to be

a strong determinant for behavioral intentions but did not affect customer

satisfaction (Kozup, et al., 2003). When nutrition facts or health claims were

presented, consumers had more favorable attitudes toward nutrition and

intentions to repurchase (Kozup, et al., 2003). Based on the aforementioned

discussion the following hypotheses are proposed:


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Ha1. Food quality attributes have positive impact on customer satisfaction.

Ha2. Food quality attributes have positive impact on behavioral intention.

Hb1. Healthy-food choices have positive impact on customer satisfaction

Hb2. Healthy-food choices have positive impact on behavioral intention

Hc1. Service-related attributes have positive impact on customer satisfaction.

Hc2. Service-related attributes have positive impact on behavioral intention.

Hd1. Customer satisfaction greatly influenced by, food quality attributes, healthy

food choices and service related attributes.

Hd2.Customer behavioral intention greatly influenced by, food quality attributes,

healthy food choices and service related attributes.

Methodology

Study Sample and Data Collection

Based on random sampling strategy, this study collected the data from a sample

includes full-service restaurants in major cities in the kingdom of Saudi Arabia

(Riyadh. Jeddah, Makkah, Dammam and Kobar). KMO and Bartlett's Test were

conducted, KMO value measuring the sampling adequacy equals to 0.840

(greater than 0.5) which is acceptable level, with significant value 0.000. A

sample of 445 patrons for full-service restaurants was surveyed randomly in this

study. After getting the ethical approval from the sampled restaurants three

research assistants have assigned to collect data. The forms were randomly

distributed by the assistants to customers who already finished their meals. A

total of 445 forms were collected and 350 were used for analysis after excluding

95 forms due to incomplete responses.

Measurement and instrument development

Drowning on a comprehensive review of the literature related to food quality,

quality of service, customer satisfaction and behavioral intention, the researcher

developed a self-administered questionnaire comprised of five sections. The first

part asked respondents to state their personal information such as age, gender,


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occupation, and income and dining-out frequency. The second asked customers

to state their perception regarding food related attributes, using a 5-point Likert-

type scale, where 1 = completely disagree and 5 = completely agree. A number

of food qualities were identified (16) for this study; the items were adopted

partially from previous a previous study conducted by Steptoe et al., (1995). The

third part concerned with the quality of service in restaurants, respondents were

asked to rate their perception regarding the services in the restaurants, the items

were adopted partially from the SERVQUAL model (Parasuraman et al., 1988)

and DINESERV scales (Stevens et al., 1995), this section items were anchor by

1 (Extremely disagree) and 5 (Extremely agree).

The fourth and fifth parts dealt with measuring the patrons' satisfaction and

behavioral intention; hence, they were asked to indicate their perception

regarding satisfaction with the restaurants and post-dining behavioral intentions.

Customer satisfaction was measured using three items based on Oliver’s (1997)

study: for example ‘I am satisfied with this restaurant’.

Behavioral intention was measured using three items modified from Zeithaml et

al. (1996) such as ‘‘I would like to come back to this restaurant in the future. All

the items of this section were measured by a 5-point Likert scale, where 1 =

strongly disagree and 5 = strongly agree.

Validity and Factor analysis

Questionnaire Validity is confirmed by comprehensive literature reviewing and

by a jury from the hospitality industry experts' opinions. Moreover, SERVQUAL

(Parasuraman et al., 1988) and DINESERV scales (Stevens et al., 1995) were the

main trust references to construct question items for this study. A number of

items (25) were devised to this research based on earlier work by Parasuraman et

al.,1988; Stevens et al., 1995 formulated the study construct. Exploratory factor

analysis and a Varimax rotation on these 25 items revealed a five-component

solution explaining 67.757 % of the total variance, with factor loadings on all

items at least 0.619 (see Table 2). The reliability of the five components was

satisfactory (α = 0.878 and 0.854, 0.769, 0.771 and 0.689 respectively). The first

factor named food quality attributes since it included items related to food taste,

food texture, variety of food and freshness. The second component, is healthy

food choices, encompasses items related to low calories food, food contains a lot

of vitamins and minerals, offers of low fat food and low sugars content and

availability of healthier options. The third component called service related

attributes and concerned with staff occupational skills and knowledge,


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appearance of staff and the quality of the service. The fourth one called customer

satisfaction and the fifth is behavioral intention. See table 1 for items details.

Table 1 Exploratory factor analysis for the study variables.

Attributes Loading

s

% of

variance

explaine

d

Alpha

s α

Food quality attributes. 15.845 0.878

Good taste of food 0.842

Food has a pleasant texture 0.798

Variety of food 0.812

Food Freshness 0.687

Appropriate temperature 0.781

Food smells good 0.878

Healthy-food choices. 14.747 0.854

Menu offers low calories food 0.744

Food contains a lot of vitamins and minerals 0.848

Menu offers low fat food and low sugars content 0.809

Menu offers food high in fiber and roughage 0.679

Menu offers food high in protein 0.874

Menu offers natural ingredients food 0.832

Healthier options available 0.826

Service-related attributes 13.581 0.769

Prompt service 0.781

Staff with occupational skills 0.792

knowledgeable Staff 0.619

Good appearance of staff 0.832

Understands guest specific needs 0.714

Customer satisfaction 12.843 0.771

I found my needs in this restaurant 0.868

I am satisfied with this restaurant’’ 0.829

I am pleased to have visited this restaurant. 0.745

Behavioral intention 10.741 0.689

I would like to come back to this restaurant in the future.

0.801

I would recommend this restaurant to my friends or

others.

0.779

I will return to this restaurant even though the prices increased

0.784


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A pilot study with a convenience sample of 15 customers was conducted.

Accordingly, instrument was slightly amended. Corrections were related to the

phrasing of some questions.

Statistical analysis

This study defines two different dependent variables; named customer

satisfaction and customer behavioral intention. Food quality related attributes,

healthy food choices and service related attributes are the independent variables

for this study. To establish a relationship among food quality related attributes,

healthy food attributes, service related attributes, customer satisfaction and

behavioral intention, a simple regression analysis and multiple regressions

analysis have been utilized as analysis techniques to test the hypotheses.

Descriptive statistics (mean scores and frequencies) were also used in the

analysis. Correlation analysis was conducted among the study variables before

regression analysis via the Pearson correlation co-efficient. The results showed

that the study variables were significantly and positively correlated with some,

variables and correlated with other.

Table 2. Descriptive statistics and correlation matrix among the study variables.

Variables Means SD FQ HF SA CS BI

Food quality attributes (FQ) 3.62 .741 1

Healthy food attributes (HF) 3.78 .812 .634 1

Service related attributes (SA) 2.99 .756 .521* . 647* 1

Customer satisfaction (CS) 3.33 .724 .563 .737** .686* 1

Behavioral intention (BH) 4.09 .815 .502* .898** .356* .471* 1

Correlation is significant at the 0.01 level (**).

Correlation is significant at the 0.05 level (*).

The results in table 2 indicate significant correlation between the study variables.

Moreover, high correlation coefficients between food quality attributes and

healthy food choices were detected. Thus, the Variance Inflation Factor (VIF)

that measures the inflation in parameter estimate due to the collinearities among

independent variables is calculated for the regression model. By setting the

acceptable value range for VIF as suggested in the literature, it is found that

model variables are within the VIF limit (0.755 - . 829) Tolerance > 0.200 and

VIF < 10 (1.099-1.623) indicating that their multi-collinearities do not affect the


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least squares estimates. Accordingly, all the variables in the model are fit for

further analysis.

Empirical results

Descriptive analysis indicates that, among the 350 valid forms, females

accounted for 55.2% of total diners. The average patrons' age was 37 years old.

The majority of respondents eat out 3 three times a week (60.2%). Respondents

used to dine out with their family (45.6%), this result accords Mills (2000) who

reported that fine-dining restaurants appeal to families and attracts almost a ratio

of (28.1%) of all customers. of the diners were friends and relatives (14.2%),

while business colleagues were less likely to dine-out (8.7%). The average

monthly income was 15000 SR- 20000 SR for these restaurants' patrons (55%),

followed by (23.2%) their income level were more than 20000 SR monthly,

while (17%) of the sample have monthly income ranging from 5000-10000 SR.

Approximately, (58 %) of the sample holding a bachelor degree and (18.7%)

hold post graduate degrees, the remaining sample were high school.

To test the relationship between food quality attributes, healthy food choices,

service related attributes and customer satisfaction customers' behavioral

intention, several simple and multiple regression analysis have been conducted

which enables to examine the linear relationship between the study dependent

variables (customer satisfaction and behavioral intention) and multiple

independent variables food quality attributes, healthy-food choices and service

related attributes) by calculating the coefficients for the equation for the straight

line. Beta (β) coefficient has been calculated hence, it shows the change level in

the dependent variable for each unit change in the independent variable. Use of

beta coefficient allows direct comparisons between many independent variables

and their influences on dependent variable. Clearly, Ha1 supposes food quality

attributes is expected to have a positive effect on customer satisfaction. The

simple regression indicated a positive and statistical significance relationship

between food quality attributes and customer satisfaction as illustrated from the

tabulated results β = (0.517) and R2 (0.496) at a significance level p, (0.028).

This finding accords with MacLaurin and MacLaurin (2000), therefore, Ha1 is

accepted. Likewise, the simple regression model reflected a strong effect of food

quality attributes on customer behavioral intention, results of β = (0.736) and R2

(0.594) at a significance level p, (0.000). The results in table (3) indicate that


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food quality is a strong predictor of customer behavioral intention to fine dining

restaurants in KSA, the results also match with Namkung and Jang (2007) who

highlighted the effects of food taste, food temperature and food texture on

customer behavioral intention. Accordingly, Ha2 is completely accepted.

Table 3. Simple regression model between food quality attributes, Customer satisfaction and

behavior intention.

Dependent variable Independent variable

Standardized

coefficient

β

t p R2

CS: Customer Satisfaction. FQ:Food quality attributes

0.517 12.381 0.028 0.496

BI: Behavior intention. 0.736 15.076 0.000 0.594

Regarding, Hb1, which hypothesizes that healthy-food choices have a positive

impact on customers' satisfaction. Results of the simple regression analysis in

table (4) assured the existence of a strong positive and statistical significance

relationship between healthy food choices and customer satisfaction, hence,

Standardized coefficient β = (0.728) and R2 (0.744) at a significance level p,

(0.000) the obtained results reflected the powerful of healthy food choices in

predicting customer satisfaction. This finding is congruent with Sulek and

Hensley (2004), consequently, Hb1, is proved and accepted.

Table 4. Simple regression model between healthy-food attributes, Customer satisfaction and

behavior intention.


Standardize

d coefficient

β

t p R2

Customer Satisfaction. HF: Healthy food attributes

0.728 15. 832 0.000 0.744

Behavioral intention. 0.879 16. 751 0.000 0.881

p<0.05, R2 adjusted.

Similarly, healthy food greatly affects customer behavioral intention, the

emerged results showed high level of β (0.879), R2 adj. 0.881, at statistical

significance P (0.000). It can be depicted from results of R2 that describe the

amount of variation in the customer behavioral intention as a dependent variable

which associated with variation in the healthy food choices as independent

variable. R2 also indicated that the percentage of total variation in the dependent

variable (customer behavioral intention) can be explained when using the

independent variable (healthy food choices). Moreover, the high level of β

(0.879) showed that an increase in the dependent variable based on an increase in


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the independent variable in other words, the more the healthy food will be

offered the higher the customers will be revisited the restaurants. Based on the

obtained results Hb2 is strongly accepted.

Service related attributes was hypothesized (Hc1) to have a positive impact on

customers' satisfaction. Based on the results of the simple regression table (5), it

can be depicted that service related attributes has a positive relationship with

customer satisfaction however, the relationship is not strong as, Standardized

coefficient β = (0.328) and R2 (0.411) at a significance level p, (0.014). This

result accords with (Baker et al., 1994; Prendergast & Man, 2002) Therefore, H5

is moderately supported.

Conversely, (Hc2), which hypothesized service-related attributes have a positive

impact on customers' behavioral intention. The results in table (5) showed a very

weak Standardized coefficient β = (0.119) and R2 (0.098) and it was not

statistically significant p, (0.503). The obtained results contradicts with Cronin &

Taylor, (1992) who pointed to the importance of quality of service for customers'

revisit, thus, Hc2 was rejected.

Table 5. Simple regression model between service related attributes customer satisfaction and

behavior intention.


Standardize

d coefficient

β

t p R2

Customer Satisfaction. SA: Service related

attributes.

0.328 11. 218 0.014 0.411

Behavioral Intention. 0.119 7. 001 0.503 0.098


To explore the most powerful variables affecting customers' satisfaction in fine-

dining restaurants, multiple regression analysis was performed based on the

following model:

CS= α + β1 FQ + β2 HF + β3 SA + e.

When food quality, healthy food and service attributes were regressed on

customer satisfaction, the results in Table (6) demonstrated a strong and

moderate significant association among food quality attributes, healthy food

choices, service related attributes and customer satisfaction. The emerged finding

portrays the power of healthy food choices in attaining customer satisfaction;

hence, the obtained results indicte a high standard coefficient β (0.823) at a


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significant level P (0.000). While, food quality attributes and service quality

attributes have a moderate significant effect on customer satisfaction. Although,

the simple regression analysis between customer

Table (6) Multiple Regression model between the variables

dependent variable Independent variable

Standardized

coefficient

β

t p

R2

Customer

Satisfaction

FQ: Food quality attributes 0.374 11.457 0.000 0.787

HF: Healthy food choices 0.823 17.442 0.000

SA: Service related attributes 0.269 9.089 0.004


satisfaction and both food quality attributes and service quality attributes

indicated a strong positive relationship, the existence of healthy food choices in

the regression equation was more powerful in predicating customer satisfaction

in fine-dining restaurants. The obtained result supported by the results of the

simple regression analysis between service-related attributes and customer

satisfaction that interpreted weak relationship between customers' satisfaction

and service related attributes. It can be concluded that the healthy food

availability affects customer satisfaction greatly. Therefore, Hd1 is partially

accepted.

Further, multiple regression analysis was conducted to find-out more insight into

the influence of the independent variables that greatly affect customers'

behavioral intention to fine dining restaurants

BH= α + β1 FQ + β2 HF + β3 SA + e.

The empirical results show strong effects for healthy food choices on the

customer decisions to revisit the fine dining restaurants in the future. As

illustrated in table (7) healthy food choices was the dominant variable affecting

customers' behavioral intention, with the highest score for β coefficient (0.879)

at a significant level P (0.000). Likewise, food quality attributes had also

moderate effect on customers' behavioral intention as indicated in table (7).


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Table (7) Multiple Regression model between the variables

dependent

variable Independent variable

Standardized

coefficient

β

t p R2

Behavioral

Intention

FQ: Food quality attributes 0.547 12.457 0.000 0.831

HF: Healthy food choices 0.879 17.712 0.000

SA: Service related attributes 0.029 5.324 0.081

p<0.05, R2 adjusted

Nonetheless, service related attributes have no effect on customers' decisions to

return to restaurants. This result accords with Hc2 that proved that service related

attributes has no effect on behavioral intention. Accordingly, Hd2 is partially

accepted.

Conclusion

The findings of the study show a strong link between healthy-food choices and

customer satisfaction. Moreover, the results also show that healthy food choices

greatly influence customer decisions to eat in fine dining restaurants in KSA. For

food-service operators in KSA, healthy food should be considered and included

on their menus to meet the fast growing demand for healthy food. This study

derived another crucial element for restaurants' managers concerned with the age

category that concerned with healthy food; the results indicate that youth, adults

and senior patrons give much attention to healthy choices. Food quality attributes

were also a significant support to customer satisfaction and behavioral intention.

Service related attributes to some extent influence customers' satisfaction, while

they have no effect on behavior intention.

Two main limitations of this study; firstly: the data was collected only from four

major cities in KSA. thus, the results of the study cannot be generalized.

Secondly, the study was only conducted in fine-dining restaurants; therefore the

results cannot be applied or generalized to the whole Saudi food-service market.


18

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