Determinants and Impacts of Customers’ Menu Choice Regarding the Familiarity in the Authentic Chinese Restaurant Context

The study examined the determinants and impacts of menu choice (familiar food versus novel food) in an authentic Chinese restaurant setting. A conceptual model is built to explore the linkages between determinants (perceived risk taking, physical environment, and service quality) and outcome variables (disconfirmation, customer satisfaction, and loyalty). A structural equation modeling analysis revealed that perceived risk-taking had significant effects on the in menu choice regarding the familiarity, while menu choice had significant effects on disconfirmation, which in turn had a significant influence on customer satisfaction. Additionally, customer satisfaction had significant impacts on both revisit intention and word-of -mouth intention. The results of the study will benefit restaurateurs on marketing strategies.