Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea

Healthy eating is becoming increasingly important in consumers’ minds. However, the impact of food healthiness on the restaurant business has been understudied. This study examines the interrelationships among perceived restaurant food healthiness, value, satisfaction, and re-patronage intentions in mid-to-upscale restaurants in South Korea. Structural equation modeling analysis reveals that the proposed model is supportive of the sequential, mediated (indirect) relationship (healthiness → value → satisfaction → revisit intentions) among the four variables with the exception of the direct path from healthiness to diner satisfaction (healthiness → satisfaction). In other words, perceived food healthiness increases value and satisfaction; and the feeling of satisfaction functions as a predictor of revisit intentions. Additionally, four healthiness attributes (nutritional information, fresh and natural ingredients, weight control, and nutritionally balanced diet) are found to be essential factors to increase Korean diners’ value perceptions, satisfaction and revisit intentions.

► This study examines interrelationships among perceived restaurant food healthiness, value, satisfaction and revisit intentions.
► SEM analysis shows sequential mediated, indirect relationships: food healthiness → value → satisfaction → revisit intentions.
► In addition, the direct path exists from food healthiness to diner satisfaction: healthiness → satisfaction.
► This study indicates the increased awareness and interest in food healthiness by restaurant patrons in South Korea.