Antecedents and Consequences of Customers' Menu Choice in an Authentic Chinese Restaurant Context

The purpose of this study was to explore the relationships between menu choice, specifically familiarity and its antecedents (risk-taking behavior and physical environment), and consequences (disconfirmation, customer satisfaction, revisit intention, and word-of-mouth intention) in an authentic ethnic restaurant context. A conceptual model was developed to explore the linkages between these antecedents and the outcome variables of menu choice. Data were collected from customers in an authentic Chinese restaurant using a survey. Structural equation modeling was used for data analysis. Results showed that risk-taking behavior was a significant predictor of menu choice and also indicated that menu choice mediated the relationship between risk-taking behavior and disconfirmation, which had a significant influence on customer satisfaction. Additionally, customer satisfaction significantly affected both revisit intention and WOMI. The findings will help hospitality researchers and practitioners understand how customers' menu choices affect customer satisfaction and loyalty behavior in the authentic ethnic restaurant industry.