Expanding the experiential value scale to predict independent restaurant dining intent

Abstract

Purpose

The experiential value scale (EVS) has been widely applied in hospitality literature in a postconsumption manner to predict organizational outcomes; however, it lacks a key component that captures the inherently social nature of the restaurant industry: social value. This study had two goals: to validate the inclusion of social value with the EVS and apply the new scale to predict intent to dine in an independently owned restaurant.

Design/methodology/approach

Using cross-sectional survey design and factor analysis, the pilot study tests the experiential value scale with the addition of social value. In the main study, the validated scale is used to predict intent to dine in an independent restaurant using structural equation modeling. Respondents for both studies were recruited from the survey panel site Prolific, generating 266 usable samples for the pilot and 259 for the main study.

Findings

The findings suggest a high correlation between social value and the other experiential values, creating the EVS + SV scale. Using the new scale to predict dining intent, service quality was a positive predictor in selecting an independent restaurant. However, limitations, such as sample origin and time, are further discussed, and future research to alleviate these is recommended.

Research limitations/implications

Social value has been shown as an additional part of the EVS. Restauranteurs and hospitality researchers alike may use the new EVS + SV scale to determine the values that most influence customers' restaurant selection and make recommendations on how to use limited capital.

Originality/value

The current study added social value to the EVS, creating what has been referred to as the EVS + SV scale in this study. Additionally, unlike others, the EVS + SV scale was used as an antecedent to restaurant choice, meaning customers will assess certain aspects of a restaurant before deciding where to dine out, allowing restaurant operators to leverage their strengths and attract customers.

Citation

Norris, C.L., Russen, M. and Taylor Jr, S. (2023), "Expanding the experiential value scale to predict independent restaurant dining intent", Journal of Hospitality and Tourism Insights, Vol. 6 No. 2, pp. 613-631. https://doi.org/10.1108/JHTI-09-2021-0252