Culinary Quality, Perceived Authenticity and Customer Behavioral Intentions.
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Date
2023
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Abstract
The purpose of this study was to examine the links between culinary quality, perceived authenticity and customer behavioral intentions in selected ethnic restaurants in Jinja City, Uganda. Specifically, the objectives were to examine the relationship between culinary quality and customer behavioral intentions; perceived authenticity customer behavioral Intentions; and the joint predictive relationship between culinary quality, perceived authenticity and customer behavioral Intentions.
The study adopted an analytical cross-sectional correlational survey research design to test the study hypotheses. The data was collected using a self-administered questionnaire from a sample of 226 patrons of the selected ethnic restaurants participating in the study. The data were analyzed using correlation and hierarchical multiple linear regression in Statistical package for Social sciences. The findings showed a significant positive relationship between culinary quality and customer behavioral Intentions, perceived authenticity and customer behavioral intentions. The study also found that culinary quality and perceived authenticity significantly predict customer behavioral intentions. The study highlights the indispensable role of culinary quality in terms of value color, taste, good flavors, texture in building revisit and recommendation intentions. Furthermore, role played by perceived authenticity inform of unfamiliar, rare and traditional is vital in engendering customer behavioral intentions exhibited in revisiting and recommending others. The study thus recommends that, restaurant managers need to enhance culinary quality in terms of value, taste, smell, texture, rare, unfamiliar and local to motivate customers to revisit and recommend others to their establishments.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Master of Degree of Hospitality and Tourism Management of Makerere University. (PLAN A).
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Jamirah, N (2023) Culinary Quality, Perceived Authenticity and Customer Behavioral Intentions : A Case of Selected Ethnic Restaurants in Jinja City. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.