The effect of perceived territoriality of single diner on the intention to revisit restaurants: focusing on perceived value and satisfaction

This study focused on analyzing the effect of the increase in single-person households and the corresponding increase in the number of people eating alone in the food service industry. With many restaurants still passive in providing single-person dining spaces, this study attempted to contribute to the strategic improvement of the food service industry by empirically examining the relationship between perceived territoriality, perceived value, satisfaction, and intention to revisit among the people eating alone. Research data were collected through an online survey of individuals with experience of eating alone nationwide, and a total of 254 valid responses were used for analysis. Specifically, the structural equation modeling was conducted through the PLS program. The primary findings derived from testing the theoretical model are as follows: First, the perceived territoriality of the people eating alone positively influences both perceived value and satisfaction, while it does not have a direct and significant effect on the intention to revisit. Second, perceived value has a strong effect on satisfaction and intention to revisit. Third, satisfaction has a direct and positive effect on the intention to revisit. This study contributed to developing strategies for the food service industry to increase profitability by understanding the characteristics and needs of the “Honbab” people and seeking ways to respond to them.