The effects of multidimensional perceived heritage on customer behavior across independent and franchise restaurant contexts

Given the increasing number of restaurant practices, research suggests that customers’ behavior varies across restaurant type (i.e. independent versus franchise). This study examines the relative role of multidimensional heritage (i.e. stability, longevity, and adaptability) on customers’ patronage behavior toward restaurant service providers. This study tests the model and hypotheses based on responses from a sample of 356 independent 243 franchise restaurant customers recruited by online sampling. A two-stage procedure is used to examine the measurement model and structural model using partial least squares structural equation modeling. The findings demonstrate that perceived adaptability strongly influences perceived quality followed by stability and longevity. Also, a direct and significant impact of perceived quality on revisit and word of mouth intention is found. Lastly, multigroup analysis shows that the impact of stability and longevity on perceived quality is stronger among independent restaurant customers, whereas adaptability has a stronger impact among franchise restaurant customers.