Resumo

This study examines the influence of perceived value on consumer evaluation in different restaurant locations: street-side establishments versus itinerant or shopping centre-based restaurants. By investigating the mediating role of perceived value, the study aims to understand how food quality, ambience, and service impact variables such as revisit intention, positive word of mouth, and willingness to pay, particularly in the context of post-pandemic retail. The research provides valuable insights into the differential effects of perceived value in each location.

The main research problem addressed in this study is to evaluate the mechanism of restaurant value perception comparatively between non-itinerant street-side establishments and itinerant or shopping centre-based restaurants outside the street environment. The objective is to examine how perceived value mediates the relationship between food quality, ambience, service, and consumer evaluation variables across different restaurant locations.

The theoretical framework of this study draws on the concepts of perceived value, food quality, ambience, and service quality. Prior research has demonstrated the importance of these factors in shaping consumer evaluation and behavior in the restaurant industry (Zhang et al., 2021). Additionally, studies have highlighted the mediating role of perceived value in linking these factors to consumer outcomes (Konuk, 2019). By building upon this existing literature, the study contributes to a deeper understanding of the role of perceived value in different restaurant locations.

To investigate the research problem, a survey of restaurant consumers was conducted. The data collection instrument included measures of food quality, ambience, service quality, perceived value, and consumer evaluation variables. The survey was administered online, and the sample consisted of customers from both street-side establishments and itinerant or shopping centre-based restaurants. The data were analyzed using structural equation modeling to examine the mediating role of perceived value and a multigroup analisys to compare the two groups. The software used was SmartPLS 4.0.

The results of the analysis revealed that perceived value mediates the relationship between service quality and consumer evaluation variables, such as revisit intention, positive word of mouth, and willingness to pay, particularly in street restaurants. Furthermore, food quality emerged as a significant predictor in both groups, while environment quality did not demonstrate a significant impact on consumer evaluation. These findings provide valuable insights into the differential effects of perceived value and the importance of food quality in driving positive consumer intentions.

In conclusion, this study highlights the crucial role of perceived value in mediating the relationship between restaurant qualities (food, service, and ambience) and consumer evaluation variables. The findings demonstrate the differential effects of perceived value in different restaurant locations, emphasizing its significance in street restaurants. Additionally, the study underscores the importance of food quality as a significant predictor in both groups. These insights have practical implications for street restaurants, suggesting the need to invest in quality service.

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers' revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110. Zhang, S.-N., Li, Y.-Q., Liu, C.-H., & Ruan, W.-Q. (2021). Reconstruction of the relationship between traditional and emerging restaurant brand and customer WOM. International Journal of Hospitality Management, 94, 102879.