Service for sustainability and overall value for money: sequential mediation of customer-generated communication on social media and perceived value

Abstract

Purpose

This study investigated the predictors of overall value for money in the hospitality industry concerning routine practices reinforcing SDG goals. The sequential mediation underlines the mechanism of theoretical viability and sustainability relevance of restaurant environment factors and customer-generated communication on social media to influence the value impressions of hospitality customers.

Design/methodology/approach

Cross-sectional design was utilized to obtain empirical data from customers of luxury restaurants in mega cities of Pakistan. Non-probability purposive sampling was deployed to collect data from 370 customers. The chained relationship of predictors was analyzed using Smart PLS.

Findings

The SDGs' integration with predictors provided theoretical insights into the role of physical spaces in achieving SDG 14 of sustainable consumption and production. The role of social media communication explains the mechanism of online discourse, which shapes perceptions of sustainable dining experiences.

Practical implications

This study explained sustainable consumption's relation to consumers' psychological undertakings and reinforced the dinners' decision-making processes to evaluate expectations influencing dining choices. This study helps to understand how sustainability issues transformed consumers' value perception and helps them take measures to minimize the environmental impact of their dining choices.

Originality/value

The sequential mediation model investigated with the lens of expectation disconfirmation theory provided relational clarity, which is difficult to achieve when comparing the perception of customers with performance variables. Distinguishing overall value for money from perceived value is essential for making data-driven decisions to utilize monetary resources efficiently.

Citation

Ahmed, S., Ahmad, A. and Abid, G. (2024), "Service for sustainability and overall value for money: sequential mediation of customer-generated communication on social media and perceived value", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-02-2024-0187