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Article

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

by
Si-Fan Liu
,
Zhi-Xuan Li
* and
Yang Zhang
Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau 999078, China
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(3), 2421; https://doi.org/10.3390/su15032421
Submission received: 22 November 2022 / Revised: 20 January 2023 / Accepted: 22 January 2023 / Published: 29 January 2023
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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.

1. Introduction

According to Maslow’s hierarchy of needs, which was published in 1943 [1], one of the basic physiological needs for survival is food. However, people not only expect to obtain satisfaction through food with the development of the economy and society, but also pursue high-quality dining experiences as a means of realizing their self-image, and fine-dining restaurants emerge as the times require. Nowadays, fine-dining restaurants are becoming increasingly common in metropolises, which leads to more intense competition. Therefore, standing out from the crowd and achieving sustainable operations are problems that restaurant managers attach great importance to. However, few studies have considered the sustainable development of the restaurant industry, especially regarding different types of restaurants [2,3]. Therefore, it is necessary to study the sustainable operation of Cantonese fine-dining restaurants [4].
Consumers of Cantonese fine-dining restaurants not only expect high-quality food but also expect fine-dining restaurants to provide a high-quality dining atmosphere and service [5]. Therefore, this study measures fine-dining restaurant consumers’ quality perception through three aspects: atmosphere, food, and service. Furthermore, some researchers have proposed that customers’ perceived quality is a factor influencing how the image of a restaurant is formed in general [6]. Most luxury restaurants are expensive [7] and provide social standing and self-expression values [8,9]. According to self-congruity theory, customers’ attitudes and purchase intentions toward a product are influenced by psychological contrasts between the product’s consumers and their perception of themselves. [10]. This study, therefore, aims to investigate how perceived quality affects the four dimensions of self-image congruity (i.e., social self-image congruity (SSIC), actual self-image congruity (ASC), ideal self-image congruity (ISC), and ideal social self-image congruity (ISSC)).
Fine-dining restaurants have lower revisitation rates than other types of restaurants because of the high price of a meal [11]. Therefore, exploring the factors that motivate fine dining restaurant customers’ willingness to pay a premium is becoming increasingly important to increase revenue and achieve sustainable restaurant development. Considering some researchers’ assertion that quality and self-image congruity are the major factors in explaining customers’ post-purchase decision formation [12], this research aims to develop a behavioral intention framework in the fine-dining environment based on the value-attitude-behavior (VAB) framework, by employing perceived quality and self-image congruity as antecedents.
People of the same generation are usually exposed to similar social, economic, historical, and political circumstances [13], which cause them to share similar principles, opinions, and thinking styles, which influence what people of the same generation like and dislike [14]. Thus, the generation of restaurant consumers is one of the key aspects influencing their future behaviors. Generation differences have been extensively studied in the restaurant industry [15,16]; in particular, some scholars have explored which generation has more positive views on luxury restaurants [17]. However, there is still no consensus on whether Generation X or Generation Y holds a more positive view on luxury consumption [18,19]. Furthermore, some scholars have also pointed out that it is necessary to further explore intergenerational differences [17]. Therefore, this study proposes the following question: does the generation of a fining-dining restaurant customer influence their experience and behavior?
In general, there have been few scholarly studies on the causal connections between the variables that impact fine-dining restaurant customers’ three dimensions of quality perception, four dimensions of self-image congruity, and willingness to pay a price premium (WTP-PP). This current research attempts to close these research gaps. Specifically, the aims of this research are (1) to examine whether and how the three factors of customers’ quality perception influence the four categories of their self-image congruity and their WTP-PP; (2) to uncover whether and how customers’ WTP-PPs are affected by the four dimensions of their self-image congruity; (3) to assess whether and how the relationship among customers’ three types of quality perception, four facets of self-image congruity, and WTP-PP are influenced by generation difference. Accordingly, this study employs Smart-PLS to conduct structural equation modeling (SEM) and multi-group analysis (MGA). These results are expected to extend the value-attitude-behavior framework, expand existing knowledge concerning the perception, feeling, and behavioral intention of customers toward the fine-dining experience, and deliver propositions to promote the sustainable development of fine-dining restaurants.

2. Literature Review

2.1. Fine Dining

Traditional French food is associated with fine dining, which is influenced by the menu and service [20]. Fine-dining establishments are those that offer complete table service in addition to an upmarket menu of food and drinks. There is frequently a dress code and appropriate eating etiquette for patrons, and these restaurants typically offer a more upscale atmosphere, high-quality dinnerware, and cutlery, educated wait staff, and more professional staff uniforms [21,22]. As for the customers of fine dining, they often anticipate high-quality service, extravagant menus, and unique ambiance [23,24] and believe that attending fine-dining restaurants has an impact on their social status [25]; therefore, they are more willing to pay a price premium for exquisite cuisine and flawless service [21]. Chinese cuisine has also become more upscale with economic growth. One of China’s eight main cuisines is Cantonese; hence, Cantonese fine-dining establishments are also an essential component of China’s fine-dining scene.
Previous studies have focused on customer loyalty in fine dining. Several scholars have confirmed that gender has a moderating effect on customer loyalty [26]. Additionally, the innovativeness of fine dining also affects customer loyalty [5]. Moreover, customer loyalty in fine dining has an impact on the prominence of the Michelin restaurant guide [27]. In the context of COVID-19, scholars have studied the emotional evolution of guests toward fine-dining restaurants before and during the epidemic [28], as well as the guests’ satisfaction with the luxury service of fine-dining restaurants during the epidemic [29]. With regard to emotion and satisfaction, previous studies have explored the factors influencing patron happiness, satisfaction, and discontentment in fine-dining restaurant experiences [30]. Some researchers have found that positive emotion is influenced by ideal self-image congruity in fine-dining establishments [31], and customers’ self-image and past dining experience affect their future dining behaviors [32]. What is more, prior research developed a measurement scale for customers’ memorable dining experiences at fine-dining restaurants [33]. Few studies have examined Chinese consumers’ fine-dining habits, and the majority of studies on fine dining are focused on western consumers (e.g., Nguyen, Gao, Anderson, and Love, 2022) [34]. Even less research has been conducted on fine dining in the setting of Cantonese fine-dining establishments. As a result, this study will examine Chinese customers’ fine-dining consumption patterns in the context of Cantonese fine-dining establishments.

2.2. Value-Attitude-Behavior (VAB) Model

Homer and Kahle’s (1988) value-attitude-behavior (VAB) model [35] is a cognitive hierarchy that shows how values, attitudes, and behavior are related to one another. In this model, attitudes act as a bridge between the values and behaviors of consumers [36]. Specifically, value is commonly correlated with perceived value, which is established by weighing the advantages consumers receive from a product against its price [37]; attitude refers to the positive or negative feelings a person has about partaking in the target behavior [38,39,40]; and behavior intention is a measure of how strongly someone desires to carry out a particular behavior [41].
The VAB model has been used to examine environmental issues [42,43] as well as consumer behavior, including online consumer purchasing behavior [44], selection of healthy foods [45], and men’s use of grooming products [46]. In studies on the tourism industry, the VAB model has been used to examine topics such as cruise tourism [47], Hanok tourism experience [48], tourists’ ecological behavior [49], choice of transport modes [50], and inclination to spend more on organic goods [51].
However, only a few researchers have applied the VAB model to the study of fine dining, and no studies have been conducted on Cantonese fine dining. Due to this, this study applies the VAB model to the study of Cantonese fine-dining establishments. Despite the fact that value’s significant influence on attitude and further impact on behavior have been extensively studied, relatively few empirical endeavors (e.g., Chiu, Lee, and Chen, 2014) have been made to uncover whether value directly affects behavior [52]. Previous researchers not only confirmed the relationship in the VAB framework but also proved the mediation role of attitude in value and behavior in the context of ecotourism. Thus, it is feasible and necessary to study the internal mechanisms of the VAB framework in the context of fine dining.

2.3. Perceived Quality

Perceived quality refers to the consumer’s assessment of the overall quality or superiority of a product [53]. Quality perception is subjective and distinct from actual or objective quality. Perceived quality is essentially a process by which people assess whether a product or service lives up to their expectations [54]. Further, quality perception includes a patron’s overall assessment of the dining experience [53], and it is often interchangeable with perceived value [55]; therefore, this study regards perceived quality as a kind of “value” in the VAB model.
Recent studies have explored the direct and positive effect of perceived quality on purchase intentions [56,57], brand loyalty [58], and restaurant consumers’ satisfaction [59]. Moreover, existing research offers empirical evidence that one of the key factors influencing diners’ restaurant choices is perceived quality [60,61]. However, no study to date has investigated perceived quality under the value-attitude-behavior (VAB) framework; therefore, this study will explore perceived quality under the VAB model in a fine-dining restaurant setting. What is more, several studies on dining indicate that food quality, service quality, and service atmosphere make up the three components of perceived quality [62,63]. Therefore, to evaluate how perceived quality affects the eating experience more precisely, this study conceptualizes the perceived quality of a meal experience as determined by perceived atmosphere quality, perceived food quality, and perceived service quality.

2.4. Self-Image Congruity

A self-concept is an image that an individual shapes representing that person’s subjective thoughts and feelings about themselves [64], which could be seen as attitude in the VAB model. Consumers keep and improve their self-concept by way of brand or product usage and experiences [65]. Self-concept is the fundamental notion of the self-congruity theory, which states that individuals have a group of beliefs about themselves, and they behave in ways that reflect their self-concept [66]. High self-congruity takes place when the self-image of customers and the user image of the product are compatible [67]. Additionally, previous studies have suggested customers are more inclined to buy a brand or good that they believe is consistent with their self-image [68].
Moreover, self-image congruity is defined as the core of the self-congruity theory, which refers to the combination of customers’ cognitive processing and their affection for what and who they are [69]. Previous studies have proposed that there are four categories of self-image congruity: actual self-image congruity (ASC), ideal self-image congruity (ISC), social self-image congruity (SSC), and ideal social self-image congruity (ISSC) [70]. Specifically, ASC refers to how the customers see themselves; ISC refers to how the customers hope to see themselves; SSC reflects how the customers believe their peers regard themselves; and ISSC covers how the customers hope others will perceive themselves.
Self-image congruity has been extensively studied in the context of marketing [71], tourism [72], hotels [73], and restaurants [31,74]. Although it is well known that self-congruity consists of four dimensions, there is no consensus on which dimensions of self-congruity should be employed to assess self-image congruity among consumers in the hospitality industry. Some scholars have proposed that it is more concise and direct to evaluate consumers’ self-image congruity through ASC and ISC, and that these two types of self-image congruity have a greater impact on consumers’ behavioral intentions [31,66]. Contrarily, other scholars have suggested that considering the conspicuous character of the hospitality industry and that consumers usually share their consumption experience with others, it is more appropriate to evaluate consumers’ self-image congruity through SSC and ISSC [75,76]. Hence, this research tries to explore which of these four self-image congruity dimensions are more suitable for measuring self-image congruity in the fine-dining industry based on the VAB framework.
With respect to the association between customers’ quality perception and self-image congruity, prior studies have proved that customers’ subjective perception of products positively affects their self-image [68]. Additionally, Chen and his colleague have confirmed that customers’ perceptions of quality influence their self-consistency [77], and self-consistency can be represented as actual self-image congruity [31]. Furthermore, some scholars have proposed that quality perception can predict self-esteem [78,79], and self-esteem can be represented as ideal self-image congruity [31]. What is more, fine dining typically offers full service to those who are looking for high-quality food [23], which may influence the social status (social self-image congruity) of fine-dining customers [25]. It can also increase their prestige and increase the positive evaluation or opinion of others (ideal social self-image congruity). Therefore, this study proposes:
Hypothesis 1.
Cantonese fine-dining restaurant customers’ three types of perceived quality have positive influences on their SSC.
Hypothesis 2.
Cantonese fine-dining restaurant customers’ three types of perceived quality have positive influences on their ASC.
Hypothesis 3.
Cantonese fine-dining restaurant customers’ three types of perceived quality have positive influences on their ISC.
Hypothesis 4.
Cantonese fine-dining restaurant customers’ three types of perceived quality have positive influences on their ISSC.

2.5. Willingness to Pay a Price Premium (WTP-PP)

Willingness to pay (WTP), commonly referred to as the upper limit of the price tolerance range, refers to the highest payment a consumer will spend on services or goods [80]. Price premium refers to a product’s substantially higher price when compared to similar products [81]. WTP-PP refers to customers who are willing to pay more for specific goods than for comparable products [82] and has been applied to gauge the attractiveness of services [83]. Additionally, some scholars have suggested that customers’ preference for a particular level of quality in goods or services is the primary factor affecting the price premium [84]. When customers believe that their favorite brand fits nicely within their ideal lifestyle and they feel it to be of greater quality than alternatives, they are willing to pay a price premium [85,86].
Previous scholars have examined the notion of WTP-PP as an indicator for determining a consumer’s preference for a luxury product [87]. Additionally, previous studies have explored the WTP-PP in the hotel industry regarding hotel attributes [88] and ecologically sound and sustainable strategies [89]. Regarding fine-dining establishments, previous research has revealed that customers are prepared to pay a higher price for Michelin-starred restaurants [90]. Furthermore, some researchers have examined consumers’ willingness to pay more for organic menu items based on the VAB framework [49]; however, there is currently a lack of research on WTP-PP in the fine-dining field based on the VAB model.
Most researchers agree that quality perception is a critical construct that has a positive influence on a consumer’s WTP-PP. For example, previous research examined the interaction between quality perception and WTP-PP in the coffee market and found that customers’ WTP-PP would affect by their perception of high-quality coffee [91]. Additionally, other researchers assert that customers’ desire for product quality or service quality is the main force driving their WTP-PP [84]. One study discovered that customers at fine-dining establishments are prepared to spend 10% or even more for fine meals [84]. Previous research has indicated that WTP-PP is influenced by consumers’ PAQ, PFQ, and PSQ [84,90,92]. Therefore, this study proposes:
Hypothesis 5.
Cantonese fine-dining restaurant customers’ three types of perceived quality have positive influences on customers’ WTP-PP.
Regarding the association between self-image congruity and WTP-PP, previous research has demonstrated that self-congruence significantly improves customers’ WTP-PP [93]. Similarly, some scholars have illustrated that high self-congruity increases WTP-PP in the coffee industry in China [91]. Additionally, they propose that self-congruity is related to the congruence between the self-image of the customer and the image of the product [91]. In other words, for guests with high self-congruity, self-image can be reflected by the brand image. Relatedly, some researchers propose that the social image of a brand, i.e., the customers’ self-image, has an influence on WTP-PP in the food industry [94]. Furthermore, some scholars have found that a consumer’s ASC and ISC have obvious influences on their WTP-PP [95]. Additionally, previous research has proposed that customers can simultaneously consider multiple types of self-congruity when generating estimations on products [96]. Correspondingly, some researchers conducted research on willingness to pay more in the context of ecotourism; their results showed that ASC, ISC, SSC, and ISSC can influence the willingness to pay more for ecotourism [97]. Therefore, this study proposes:
Hypothesis 6.
Cantonese fine-dining restaurant customers’ SSC has a positive influence on their WTP-PP.
Hypothesis 7.
Cantonese fine-dining restaurant customers’ ASC has a positive influence on their WTP-PP.
Hypothesis 8.
Cantonese fine-dining restaurant customers’ ISC has a positive influence on their WTP-PP.
Hypothesis 9.
Cantonese fine-dining restaurant customers’ ISSC has a positive influence on their WTP-PP.

2.6. The Moderating Effect of Generation

Age can have a profound impact on patrons’ perceptions of fine-dining establishments [17]. Currently, most of the customers of luxury restaurants come from Generation X and Generation Y. However, members of Generation Y have very different ideals, values, motivations, and behaviors to those of Generation X [98]. Specifically, Generation X refers to individuals born in the period 1965–1976 [99], and Generation Y includes people born between 1977 and 1994 [100]. According to generational theory, each generation has unique characteristics, values, beliefs, interests, and expectations [14,101] that serve as indicators of societal behavior [102].
People from Generation X have been said to lack "ego strength" and have "poor self-esteem" [103]. Additionally, some researchers have proposed that Generation Xers are at the crossing point to affluence and sophistication, resulting in them preferring foods of higher quality [104]. Additionally, compared to boomers, Gen Xers have slightly more positive sentiments toward upscale dining [17]. As for Generation Y, consumers from Gen Y are the largest consumer group globally [105], with greater self-worth [106] and a strong feeling of independence and self [107]. It has been stated that consumers are frequently motivated to buy goods and services through their desire to express themselves [108]. Generation Y frequently seeks out brands that correspond with their distinguishing characteristics as a means of self-expression [109]. Additionally, consumers in Generation Y are very brand-conscious [110]; they are interested in status products [67,111], are materialistic [112], and are willing to spend money on luxury goods to acquire better quality and taste [113]. According to a previous study, mature and immature customers have different motivations and expectations when dining out, and due to their stage in life, mature diners have expectations that are distinct from non-mature customers, which influence their preferred dining experiences [114].
A previous study posed that the majority of consumers of luxury products are from older generations [18], while other studies have indicated that the primary purchasers of luxury items are those of younger generations [19]. A previous study measured the attitudes of three generations (Baby Boomers, Gen X, and Gen Y) towards status consumption and discovered that Gen Y buyers are more focused on prestige and status than the other two generations [111]. Additionally, the food service business has been increasingly interested in the dining preferences and behavioral intentions of various generations. Previous scholars adopted generation as a moderator to explore the perception and satisfaction of Baby Boomers, Gen X, and Gen Y in the catering service environment of casual theme restaurants and found that there are differences between the generations [107]. Therefore, the present study also used generation as a moderator to assess the moderating role of generation on the relationships among quality perception, self-image congruity, and customers’ willingness to pay a price premium.
Hypothesis 10.
A Cantonese fine-dining restaurant customer’s generation moderates the relationship among the three types of perceived quality, four types of self-image congruity, and WTP-PP.
Figure 1 illustrates the theoretical framework of fine-dining restaurants customers’ perception of quality, self-image congruity, and WTP-PP addressing the ten hypotheses.

3. Methodology

3.1. Research Setting

Cantonese cuisine, one of the eight traditional regional cuisines of China, is a general name encompassing Guangzhou, Chaozhou, and Dongjiang Hakka cuisine. In terms of quality, Cantonese cuisine uses expensive ingredients (e.g., ginseng, bird’s nest, sea cucumber, and abalone) and the primary cooking processes used include stir-frying and steaming to preserve the original flavor and nutrients [115,116,117]. Soup, dim sum, and tea are the three most important components of Cantonese cuisine. Cantonese cuisine is mainly based on soup with seasonal ingredients, and sometimes with Chinese medicine added to achieve health effects [118]. Meanwhile, drinking tea in moderation may reduce disease risk [118]. Furthermore, Cantonese cuisine is typically seen as being of high prestige or status [115]. Guangzhou is one of the major centers of Cantonese cuisine and has the largest number of Michelin Cantonese restaurants. Therefore, researchers searched for Michelin-starred Cantonese restaurants in Guangzhou through the Michelin website and found that there are two two-Michelin-starred Cantonese restaurants and ten one-Michelin-starred Cantonese restaurants in Guangzhou. By screening the price and atmosphere of each restaurant, we eliminated four restaurants that did not meet the criteria of this study and finally selected eight Michelin Cantonese restaurants in Guangzhou (shown in Table 1) to explore the quality perception, attitude, and behavioral intention of fine-dining restaurant customers.

3.2. Questionnaire Design

The measurements used in this study were chosen from prior studies and adjusted for the context of this study. There were two sections in the survey questionnaire (please see Appendix A): (I) questions designed to gather fine-dining customers’ demographic information and (II) questions designed to measure fine-dining customers’ quality perception, self-image congruity, and WTP-PP. All items to evaluate these constructs used a 5-point Likert-type scale ranging from 1 (strongly disagree) to 5 (strongly agree).

3.3. Data Collection and Processing

Before the main survey, a pilot study was conducted to confirm the questionnaire was valid and reliable and that respondents could understand all of the items [119]. This research selected purposive sampling, which is a type of non-random sampling. The pilot study collected 55 valid questionnaires in Guangzhou in July 2022. The statistical result reported that Cronbach’s α of this measurement was 0.958 and the Kaiser–Mayer–Olkin (KMO) value of this scale was 0.949, meaning the questionnaire’s reliability and validity were satisfactory. Between August and September 2022, the researchers conducted the primary field survey with the assistance of restaurant managers at eight Cantonese fine-dining restaurants in Guangzhou, China. These restaurants create similar dining environments and have menus with similar food and prices, and provide a similar level of service. Under the leadership of a professor, two graduate students and fifteen undergraduates participated in the research, and each restaurant arranged for two or three researchers to explain the study to customers. After that, 60 to 65 customers were invited to complete the survey in each Cantonese fine-dining restaurant after they had eaten and paid. Overall, 450 valid responses were acquired, accounting for 91.28% of the total (n = 493).
This study employed SPSS 26.0 to analyze the pilot study data and the demographic information. Moreover, the data analysis followed the two-step approach using Smart-PLS 3.0 [120,121]. Using confirmatory factor analysis (CFA), we established whether the assessment items chosen for each construct mirrored the hypothesized latent variables. After that, this research tested these hypotheses by employing structural equation modeling (SEM). Finally, this study employed a multiple-group analysis (MGA) to identify the differences in the path coefficients depending on the different generations of fine-dining restaurant customers.

4. Research Results

4.1. Demographic Profile of the Respondents

Table 2 describes the respondents’ demographic profile. Regarding gender, there were somewhat more female responses (50.22%) than male respondents (49.78%), while the married respondents (60.22%) outnumbered the single people. Furthermore, the respondents were generally highly educated (74.44%), and wealthy (61.77%). The respondents were divided roughly equally by generation, with Generation X accounting for 57.33% of the sample and Generation Y accounting for 42.67%.

4.2. Assessment of the Measurement Model

The average variance extracted (AVE) was employed to measure the convergence validity of the outer model in the current research. Likewise, Cronbach’s α, factor loading, and the composite reliability (CR) test were employed to measure instrument reliability. This study conducted a second-factor analysis after removing three items because the factor loadings were below the threshold value of 0.70 [122]. As shown in Table 3, the second-factor analysis indicated that all Cronbach’s α values (ranging from 0.711 to 0.884) [123] and CR values (ranging from 0.838 to 0.912) [124] of the eight constructs and all of the factor loadings (ranging from 0.709 to 0.876) [122] in the model were higher than the cut-off point of 0.70. Meanwhile, the AVE values (ranging from 0.566 to 0.702) exceeded the recommended value of 0.50 [125].
Furthermore, the squared correlation between the variables was below the AVE value for each variable (please see Table 4). Similarly, the HTMT ratio values ranged from 0.551 to 0.883, all of which were below the threshold value of 0.90 [126], indicating that the discriminant validity was adequately ascertained.

4.3. Assessment of Structural Model

In order to assess the statistical significance of the path coefficients, this study used a bootstrapping approach with 500 iterations [126]. As shown in Table 5, the R2 values in this study ranged from 0.404 to 0.632, all of which were greater than 0.36 [127], meaning that the model’s explanatory power in this research is suitable. Moreover, all of the Q2 values (ranging from 0.242 to 0.409) exceeded 0 in this study [128], meaning that the model’s prediction in this study is reasonable. Furthermore, previous researchers have suggested that the average AVE and the average R2 can be employed to calculate the goodness-of-fit (GoF) value [129]. The GoF value of this study was 0.580, which exceeded the cut-off point of 0.36 [127]. Meanwhile, the SRMR of this model was 0.072, which was less than the cut-off point of 0.08 [130]. Thus, the model fit was good in this research.
The following stage of the study was to determine the path coefficients and the significance levels for the hypothesized correlations among these latent variables [131]. As shown in Figure 2, the results reported that the fine-dining customers’ atmosphere (β = 0.060, p > 0.05) and food quality (β = 0.083, p > 0.05) perceptions did not have significant effects on their SSCs, while their SSCs were significantly influenced by their service quality perceptions (β = 0.634, p < 0.001). Thus, Hypothesis 1 was partially supported. Nevertheless, the fine-dining customers’ ASCs (βPAQ = 0.174, p < 0.01; βPFQ = 0.337, p < 0.001; βPSQ = 0.370, p < 0.001), ISCs (βPAQ = 0.250, p < 0.001; βPFQ = 0.298, p < 0.001; βPSQ = 0.374, p < 0.001), and ISSCs (βPAQ = 0.296, p < 0.001; βPFQ = 0.197, p < 0.001; βPSQ = 0.311, p < 0.001) were all significantly influenced by their PAQs, PFQs, and PSQs. Thus, Hypothesis 2, Hypothesis 3, and Hypothesis 4 were supported. However, the fine-dining customers’ atmosphere (β = 0.082, p > 0.05) and food quality (β = 0.098, p > 0.05) perceptions did not have a significant influence on their WTP-PPs, while their PSQs (β = 0.184, p < 0.01) had a significant effect on their WTP-PPs. Thus, Hypothesis 5 was partially supported. The fine-dining customers’ SSCs (β = 0.030, p > 0.05) and ISSCs (β = 0.047, p > 0.05) did not have a significant effect on their WTP-PPs, rejecting Hypothesis 6 and Hypothesis 9. Conversely, the fine-dining customers’ WTP-PPs were influenced by their ASCs (β = 0.212, p < 0.01) and ISCs (β = 0.142, p < 0.05), supporting Hypothesis 7 and Hypothesis 8.

4.4. Multi-group Analysis (MGA) Results

A PLS-Base MGA was employed in this study. Previous researchers have suggested that significant differences are present at the 5% error level if the percentiles are below 0.05 and above 0.95 [132]. As shown in Table 6, the findings indicate that there are four paths that are significantly different among the different generations of fine-dining customers. Specifically, the effect of the fine-dining customers’ food quality perception on their actual self-image congruity demonstrated the greatest difference (|diff| = 0.317), while the difference on the path from fine-dining customers’ atmosphere quality perception to their WTP-PP was relatively limited given its lowest difference data (|diff| = 0.010).

5. Discussion and Conclusions

5.1. Discussion

This study classified perceived quality attributes into three types to better comprehend how quality perception in relation to Cantonese fine-dining restaurant customers’ four types of self-image congruity (i.e., social self-image congruity, actual self-image congruity, ideal self-image congruity, and ideal social self-image congruity) and willingness to pay a price premium. Likewise, we investigated the relationship between the four types of self-image congruity and WTP-PP. This research incorporated earlier questions conducted in restaurants because there has formerly been no questionnaire for Cantonese fine-dining establishments. The validity and reliability of all the measurement items generated from previous research were evaluated to be appropriate. Furthermore, the VAB model provided satisfactory explanations for the associations among perceived quality, self-image congruity, and WTP-PP presented in this study. Therefore, the results of this research confirmed that Cantonese fine-dining restaurant customers’ perceived quality has a positive effect on their self-image congruity and WTP-PP. Meanwhile, this research also demonstrated that strong quality management is important.
Based on the framework modeling of customers’ perceived quality (i.e., value), their self-image congruity (i.e., attitude), and their WTP-PP (i.e., behavior) in the subdimensional perspective of the fine-dining context, customers’ perceived quality in this framework confirmed its high positive performance, including for customers’ perceived atmosphere quality, perceived food quality, and perceived service quality. As in prior research, customers’ quality perception was here identified as an important factor in fine dining [133]. Interestingly, this study revealed that service quality is the most important element of consumers’ perception of Cantonese fine-dining restaurants. This may be because the quality of service provided by restaurants is related to Chinese consumers’ “faces”, and higher service quality can make consumers feel better and increase their positive behavioral intentions, which is in line with existing research by Hoare and Butcher (2008) [134].
This study also indicated that customers’ self-image congruity with Cantonese fine-dining restaurants plays an important role in explaining customers’ WTP-PP and is in line with existing research [135]. Actual self-image congruity was the most significant predictive element for WTP-PP of Cantonese fine-dining restaurant customers in this study; that is, contemporary customers are more concerned with their own actual feelings. This study analyzed the differences in perceptions of Cantonese fine-dining restaurants by different generations of consumers. In particular, Gen X consumers were more concerned about the quality of the food itself, while Gen Y consumers were more concerned about the atmosphere of restaurants.

5.2. Theoretical Contributions

Building on the value-attitude-behavior framework, self-congruity theory, and generational theory, this study aimed to investigate the relationship among PAQ, PFQ, PSQ, ASC, ISC, SSC, ISSC, and WTP-PP. This study also aimed to inspect the differentiation between generations of Cantonese fine-dining restaurant customers. Through data collection of Cantonese cuisine customers’ perceptions of a fine-dining restaurant, this study offers the following theoretical contributions:
Firstly, this study enriched the fine-dining restaurant literature through an in-depth study of specifically Cantonese cuisine customers, unlike previous studies that treated these customers in general without further consideration of the market segment and its potential distinctiveness. Therefore, this study, first of all, drew a preliminary portrait of this specific customer group, which illustrated Cantonese fine-dining restaurant customers [27], suggesting that customers of luxury restaurants in the Michelin Guide have relatively high income per capita and educational background.
Secondly, given the shortage of comprehensive analysis of what self-image congruity fine-dining restaurant customers perceived in prior research, the current study adopted the concept of quality perception to evaluate customers’ attitudes via four facets of self-image congruity. The results reported that Cantonese fine-dining customers’ PSQs emerged as statistically positive and significant antecedents of customers’ SSCs. This may be because Cantonese fine-dining restaurant consumers’ SSCs tend to be generated during the meal. In other words, because consumers’ PSQs are generated through interaction with staff [27], consumers can generate SSC from the professionalism and service attitude of staff during this interaction.
Meanwhile, Cantonese fine-dining customers’ ASC, ISC, and ISSC were positively influenced by their perceived atmosphere, food, and service. Specifically, what was most important to these customers’ ASC and ISC was service quality perception, followed by food quality perception, and the least important was atmosphere perception. These findings reinforce the view that the conspicuous products and services of Cantonese fine-dining restaurants may give these customers opportunities to show their true selves and achieve an ideal state, which can help them enhance their self-consistency (i.e., ASC) and self-esteem (i.e., ISC). These results are in line with previous studies [31,64].
However, the most critical element for these customers’ ideal social self-image congruity was the service quality perception, followed by the atmosphere quality perception, and finally the food quality perception. On the one hand, this may be because these customers of the fine-dining restaurant are looking for a special and unique dining experience that is completely different from what they can obtain at home [8,135], meaning the service and atmosphere may attract these customers more than the food itself [136]. On the other hand, considering the conspicuous nature of Cantonese fine-dining restaurants, consumers will share their dining experience and the environment with other customers through words or pictures [76,77], which may shape their social image and reputation; thus, service and atmosphere may be more important to these consumers than the food itself.
Thirdly, this study found that the perceived service quality had the largest obvious positive influence on WTP-PP. This is consistent with previous research [8,11,137], which proposed that consumers’ service quality perception can influence their WTP-PP. Interestingly, these findings reflect that the ASC and ISC of customers were significant and critical to their WTP-PP, while the association of SSC and ISSC to the WTP-PP is not significant. These findings are consistent with prior studies [31,66], which suggested that ASC and ISC have a greater impact on behavioral intentions than SSC and ISSC. Furthermore, current research also underscores the importance of how customers perceive the fit between themselves and the image of the atmosphere, food, and service provided by the restaurant on consumers’ WTP-PP.
Finally, the current work included comparisons regarding the variable of Cantonese fine-dining restaurant customers’ generation using a PLS-MGA. In particular, a significant generation difference was revealed to concentrate on customers’ food quality perception and its effective factors, especially in relation to ASC, ISC, and ISSC. The results reported that Generation Y consumers care more about the quality of the dining atmosphere than Generation X consumers, which may be because Generation Y consumers are keen to project a particular image or set of societal norms, and the high-quality restaurant atmosphere can satisfy their psychological need for conspicuous presentation, materialism, and conformity [138]. The result also reported that the effect of food quality perception on ASC was also found to be significantly different between Generation X consumers and Generation Y consumers, indicating that Generation X consumers value the food itself more than Generation Y consumers.

5.3. Practical Implications

For managers and owners of Cantonese fine-dining restaurants, this study has several ramifications. Firstly, the result found that the atmosphere aspect of the quality perception of a Cantonese fine-dining restaurant has a significant impact on the ASC, ISC, and ISSC of these customers, and the results in the data group of Generation Y are more obvious than those in the data group of Generation X. Therefore, managers and owners of fine-dining restaurants should focus on enhancing the ambiance quality. For example, restaurant designers should pay attention to restaurant atmosphere design, including color, layout, lighting, decoration, background music, and even menu to create an atmosphere that conforms to the self-image of luxury restaurant consumers to provide differentiated atmospherics. Additionally, restaurant marketers can appeal to Generation Y consumers by emphasizing the restaurant’s environment on social media.
Secondly, the results point out that the food aspect of the quality perception has a significant impact on the ASC, ISC, and ISSC of customers, and this result is more pronounced among Generation X consumers. Hence, restaurants should develop high-quality products, offer various menu options, and focus on food quality factors. Additionally, if the target market of a restaurant is Generation X customers, the restaurant should focus more on the attractiveness of food quality in their marketing campaign. Thirdly, this study tells restaurant managers that the service aspect of quality perception has an obvious influence on the four dimensions of customers’ self-image congruity. Moreover, among the three types of perceived qualities, only the customers’ service aspect of the quality perception has a significant impact on their WTP-PP. Therefore, improving the service aspect of consumer’s quality perception is a top priority for restaurants. For example, friendly and helpful employees can make customers feel at home. In addition, restaurants also need to provide professional service training for employees, because professional service is in-line with the image of high-end restaurant customers.
Lastly, this study points out that the ASC and ISC of customers have a critical influence on WTP-PP; therefore, restaurant premium pricing strategies should be consistent with guests’ self-image congruity. Restaurant managers should fully understand the ASC and ISC of customers, and create corresponding services or products based on customers’ image congruity.

5.4. Limitations and Future Research

This study also has limitations, even though it offers helpful information. First, it investigated Cantonese fine-dining restaurant customers’ WTP-PP through three facets of quality perception. It is indisputable that there will be a high potential to apply more detailed facets of the quality perception of restaurants to further assess this issue in Cantonese fine-dining restaurants. For example, the six attributes of perceived quality (atmosphere, food, service, price, convenience, and value) proposed by Kim, Ng, and Kim (2009) could be adopted to the benefit of the results [139]. In addition to perceived quality, there may be other factors in fine-dining restaurants that will affect consumers’ self-image congruity and WTP-PP. Therefore, future scholars can study other antecedent variables. Furthermore, this current study has made use of WTP-PP to examine customers’ behavioral intention; further research can use other types of behavioral intention in this conceptual model, such as revisit intention. This is because repeat customers are also important for the sustainable operation of fine-dining restaurants. Meanwhile, further researchers also can calculate the acceptable premium price level of these customers for Cantonese fine-dining restaurants. Considering that dining is a subjective experience, consumers with different maturity levels will have different dining motivations and expectations due to their different life experiences. Therefore, scholars can study the impact of consumers’ sophistication on their dining preferences in the future. Finally, future research could also explore the perception and behavioral intentions of Cantonese fine-dining restaurant consumers from different countries with other food cultures.

Author Contributions

Conceptualization, S.-F.L. and Y.Z.; Methodology, Z.-X.L.; Software, Z.-X.L.; Validation, Y.Z.; Investigation, S.-F.L.; Writing – original draft, S.-F.L., Z.-X.L. and Y.Z. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable..

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The data presented in this study are available upon request from the first author or corresponding author.

Conflicts of Interest

The authors declare no conflict of interest.

Appendix A. Descriptive Information for Measurement

Perceived quality
Perceived atmosphere quality (PAQ) [140]
PAQ-1I think the aromas and scents in this restaurant are relaxed.
PAQ-2I think the music quality and volume of this restaurant are good.
PAQ-3I think the dining area of this restaurant is comfortable.
PAQ-4I think the dining area of this restaurant is clean.
PAQ-5I think the decor of this restaurant is pleasant.
PAQ-6I think the atmosphere of this restaurant is authentic.
Perceived food quality (PFQ) [140]
PFQ-1I think the food at this restaurant is authentic.
PFQ-2I think the food presentation at this restaurant is good.
PFQ-3I think the food portions at this restaurant are appropriate.
PFQ-4I think the taste of the food at this restaurant is satisfactory.
PFQ-5I think there are healthy alternatives available at this restaurant.
PFQ-6I think the food at this restaurant is fresh.
PFQ-7I think the temperature of the food at this restaurant is suitable.
Perceived service quality (PSQ) [140]
PSQ-1I think the staff at this restaurant are helpful and friendly.
PSQ-2I think the staff at this restaurant know the menu well.
PSQ-3I think the staff at this restaurant addressed my requests quickly and well.
PSQ-4I think the service provided at this restaurant is personal.
PSQ-5I think I was valued at this restaurant.
PSQ-6I think the service provided at this restaurant is average.
PSQ-7I think the location of this restaurant is safe.
Social self-image congruity (SSC) [141]
SSC-1The type of person who has dinner at this restaurant is consistent with how other people see me.
SSC-2The type of person who has dinner at this restaurant is similar to the person that other people see me as.
SSC-3The type of person who has dinner at this restaurant has an image similar to how other people to see me.
SSC-4The type of person who has dinner at this restaurant is the type of person that other people see me as.
Actual self-image congruity (ASC) [31]
ASC-1The type of person who has dinner at this restaurant is consistent with how I see myself.
ASC-2The type of person who has dinner at this restaurant is similar to me.
ASC-3The type of person who has dinner at this restaurant is a mirror image of me.
ASC-4The type of person who has dinner at this restaurant reflects the type of person I am.
Ideal self-image Congruity (ISSC) [31]
ISC-1The type of person who has dinner at this restaurant is consistent with how I would like to be.
ISC-2The type of person who has dinner at this restaurant is similar to the person that I would like to be.
ISC-3The type of person who has dinner at this restaurant is a mirror image of the person I would like to be.
ISC-4The type of person who has dinner at this restaurant reflects the type of person I would like to be.
Ideal social self-image Congruity (ISSC) [76]
ISSC-1The type of person who has dinner at this restaurant is consistent with how I would like other people to see me.
ISSC-2The type of person who has dinner at this restaurant is similar to the person that I would like other people see me as.
ISSC-3The type of person who has dinner at this restaurant has an image similar to how I would like other people to see me.
ISSC-4The type of person who has dinner at this restaurant is the type of person that I would like other people see me as.
Willingness to pay a price premium (WTP-PP) [8]
WTP-PP-1I am willing to pay a higher price at this restaurant.
WTP-PP-2It is acceptable to pay a lot more to dine at this restaurant.
WTP-PP-3I am willing to spare no expense at this restaurant.

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Sustainability 15 02421 g001 550
Figure 1. The proposed study model.
Figure 1. The proposed study model.
Sustainability 15 02421 g001
Sustainability 15 02421 g002 550
Figure 2. Summary of structural results. Note (s): * p < 0.05, ** p < 0.01, *** p < 0.001.
Figure 2. Summary of structural results. Note (s): * p < 0.05, ** p < 0.01, *** p < 0.001.
Sustainability 15 02421 g002
Table
Table 1. The eight restaurants assessed in this study.
Table 1. The eight restaurants assessed in this study.
Restaurant NamePer Capita Price
Imperial Treasure Fine Chinese Cuisine 500 CNY – 1000 CNY
Jiang by Chef Fei 1000 CNY – 1280 CNY
BingSheng Mansion 600 CNY – 800 CNY
Lai Heen 280 CNY – 1200 CNY
Lingnan House800 CNY
Yu Yue Heen350 CNY –1288 CNY
Jade River1000 CNY
BingSheng Private Kitchen1000 CNY
Table
Table 2. Demographic profile (n = 450).
Table 2. Demographic profile (n = 450).
ItemClassificationFrequencyPercentage (%)
GenderMale22449.78
Female22650.22
Marital statusMarried27160.22
Unmarried17639.11
Others30.67
EducationHigh school or below173.78
Graduate from the high school224.89
Junior college7115.78
Undergraduate degree18340.66
Master’s degree or above15233.78
Other51.11
Personal monthly incomeUp to 5000 CNY122.67
5001 CNY–10,000 CNY5311.78
10,001 CNY–15,000 CNY10723.78
15,001 CNY–20,000 CNY15334
20,001 CNY–25,000 CNY6815.11
More than 25,000 CNY5712.66
GenerationGeneration X (1965–1976)25857.33
Generation Y (1977–1994)19242.67
Table
Table 3. Factor analysis.
Table 3. Factor analysis.
VariablesFactor
Loading		Cronbach’s
Alpha		Composite
Reliability		Average
Variance Extracted
Perceived atmosphere quality (PAQ) 0.8360.8840.605
PAQ-10.795
PAQ-20.787
PAQ-30.793
PAQ-40.801
PAQ-50.709
Perceived food quality (PFQ) 0.8840.9120.633
PFQ-10.798
PFQ-20.801
PFQ-30.774
PFQ-40.799
PFQ-60.802
PFQ-70.798
Perceived service quality (PSQ) 0.8480.8870.566
PSQ-10.777
PSQ-20.771
PSQ-30.755
PSQ-40.752
PSQ-50.733
PSQ-70.725
Social self-image congruity (SSC) 0.8590.9040.702
SSC-10.827
SSC-20.876
SSC-30.826
SSC-40.823
Actual self-image congruity (ASC) 0.8300.8880.665
ASC-10.829
ASC-20.835
ASC-30.802
ASC-40.794
Ideal self-image congruity (ISC) 0.8260.8850.658
ISC-10.796
ISC-20.849
ISC-30.832
ISC-40.764
Ideal social self-image Congruity (ISSC) 0.8170.8790.646
ISSC-10.813
ISSC-20.834
ISSC-30.839
ISSC-40.725
Willingness to pay a price premium (WTP-PP) 0.7110.8380.633
WTP-PP-10.838
WTP-PP-20.792
WTP-PP-30.754
Table
Table 4. Fornell–Larcker criterion analysis.
Table 4. Fornell–Larcker criterion analysis.
PAQPFQPSQSSCASCISCISSCWTP-PP
PAQ0.778
PFQ0.5640.795
PSQ0.5700.6750.752
SSC0.4680.5440.7240.838
ASC0.5750.6850.6970.5880.815
ISC0.6310.6910.7170.5600.7320.811
ISSC0.5840.5730.6120.4870.6950.6860.804
WTP-PP0.4670.5230.5540.4220.5740.5650.4940.795
Table
Table 5. Goodness-of-fit (GoF) index result.
Table 5. Goodness-of-fit (GoF) index result.
Construct
AVEQ2R2
PAQ0.605
PFQ0.633
PSQ0.566
SSC0.7020.3670.531
ASC0.6650.3860.589
ISC0.6580.4090.632
ISSC0.6460.2890.476
WTP-PP0.6330.2420.404
Average number0.639 0.526
AVE × R2 0.336
GoF = √(AVE × R2) 0.580
Table
Table 6. Multi-group analysis.
Table 6. Multi-group analysis.
|Diff|
(Generation X vs. Generation Y)		p-ValueResult
PAQ → SSC0.0220.818Rejected
PAQ → ASC0.2050.032Supported
PAQ → ISC0.2030.015Supported
PAQ → ISSC0.2810.009Supported
PAQ → WTP-PP0.0100.925Rejected
PFQ → SSC0.0380.709Rejected
PFQ → ASC0.3170.001Supported
PFQ → ISC0.1160.190Rejected
PFQ → ISSC0.1630.112Rejected
PFQ → WTP-PP0.1100.331Rejected
PSQ → SSC0.1730.102Rejected
PSQ → ASC0.0420.644Rejected
PSQ → ISC0.1160.190Rejected
PSQ → ISSC0.1200.257Rejected
PSQ → WTP-PP0.1300.397Rejected
SSC → WTP-PP0.0530.675Rejected
ASC → WTP-PP0.0330.802Rejected
ISC → WTP-PP−0.2090.127Rejected
ISSC → WTP-PP−0.0060.960Rejected
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Liu, S.-F.; Li, Z.-X.; Zhang, Y. 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. Sustainability 2023, 15, 2421. https://doi.org/10.3390/su15032421

AMA Style

Liu S-F, Li Z-X, Zhang Y. 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. Sustainability. 2023; 15(3):2421. https://doi.org/10.3390/su15032421

Chicago/Turabian Style

Liu, Si-Fan, Zhi-Xuan Li, and Yang Zhang. 2023. "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" Sustainability 15, no. 3: 2421. https://doi.org/10.3390/su15032421

APA Style

Liu, S.-F., Li, Z.-X., & Zhang, Y. (2023). 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. Sustainability, 15(3), 2421. https://doi.org/10.3390/su15032421

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