What drives customers to return? Exploring repurchase intention in healthy self-service restaurants across different age groups

Purpose This study investigates the determinants of repurchase intention in healthy and self-service restaurants, focusing on the influence of health consciousness, experiential marketing and perceived value. Given the rising trend of health-focused dining and interactive experiences, particularly in urban Indonesian settings like Denpasar, Bali, this research addresses the gap regarding how these factors differentially affect consumer behavior across age groups. Given the increasing popularity of health-oriented dining and interactive experiences – particularly in urban Indonesian contexts such as Denpasar, Bali – this study addresses a gap in understanding how these factors influence consumer behavior across different age groups. Design/methodology/approach Using purposive sampling, data were collected from 170 customers and analyzed through partial least squares structural equation modeling (PLS-SEM) with multi-group analysis. This method was employed to examine relationships among variables and to compare effects between young adults and middle-aged adults. Findings Results demonstrate that health consciousness and experiential marketing significantly enhance perceived value, increasing repurchase intention. Health consciousness also has a significant indirect effect on repurchase intention via perceived value, while experiential marketing does not show a significant indirect effect. Multi-group analysis reveals that experiential marketing influences perceived value and repurchase intention more strongly in middle-aged adults. In contrast, in young adults, repurchase intention is more directly affected by experiential marketing and perceived value. Research limitations/implications This study is limited by its use of purposive sampling in a single urban setting, which may restrict the generalizability of the findings. Additionally, the cross-sectional design limits the ability to observe behavioral changes over time. Practical implications Several managerial implications are offered. First, the use of purposive sampling in a single urban location (Denpasar, Bali) limits generalizability. Second, the cross-sectional design restricts capturing behavioral changes over time. Third, while age was considered as a moderator, other variables like income or education were not included. Finally, self-reported data may be subject to social desirability or recall biases, especially regarding perceived value and health consciousness. Social implications This research supports public health initiatives by highlighting the role of health consciousness in promoting healthier dining choices. By fostering loyalty among health-conscious consumers, restaurants can contribute to broader efforts in improving public health, encouraging healthier eating habits and supporting long-term wellness goals in urban communities. Originality/value This study offers novel contributions by integrating age-specific consumer analysis with strategic marketing constructs in a healthy dining context. The findings offer practical guidance for restaurant managers to tailor marketing strategies according to age segments to improve customer loyalty.