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Re-patronization at hospital healthy cafeterias: what does it take for the occurrence?

Abdul Rais A.R. (Department of Postgraduate Studies, Universiti Teknologi MARA, Shah Alam, Malaysia)
Zahari M.S.M. (Department of Culinary Arts and Gastronomy, Universiti Teknologi MARA, Shah Alam, Malaysia)
Chik C.T. (Department of Foodservice Management, Universiti Teknologi MARA, Shah Alam, Malaysia)
Hanafiah M.H. (Department of Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia)

British Food Journal

ISSN: 0007-070X

Article publication date: 9 July 2019

Issue publication date: 9 July 2019

Abstract

Purpose

The purpose of this paper is to confirm the inter-relationship between healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour in the hospital setting.

Design/methodology/approach

A conceptual model proposed comprises of five latent variables representing healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour. A total of 570 completed questionnaires were collected, and the hypotheses were tested using structural equation modelling.

Findings

This study found that eating behaviour and satisfaction significantly mediates the relationship between healthy cafeteria attributes and customers’ post-purchase behaviour. Meanwhile, customers’ perceived value weakly moderates the relationship between healthy cafeteria and eating behaviour.

Originality/value

This paper is among the first few which attempt to holistically measure the attributes that influence people to visit healthy cafeterias and the subsequent effect they have towards their post-purchase behaviour. The novelty of this study is portrayed through the inclusion of eating behaviour and the perceived value dimension in healthy foodservice study, which is still minimal compared to commercial foodservice.

Keywords

Acknowledgements

This study is a collaboration with the Department of Nutrition, Ministry of Health Malaysia. Ethical clearance for this study has been approved by the Medical Research and Ethics Committee under the Ministry of Health Malaysia with the approval number NMRR 17-1569-37181 (IIR) and is supported by the Department of Nutrition, Ministry of Health with the letter number KKM 600. 31/2/3 Jld 2 (18). The authors would like to thank the Director General of Health Malaysia for his permission to publish this paper, and also to Universiti Malaysia Terengganu for providing a full scholarship for this study.

Citation

A.R., A.R., M.S.M., Z., C.T., C. and M.H., H. (2019), "Re-patronization at hospital healthy cafeterias: what does it take for the occurrence?", British Food Journal, Vol. 121 No. 8, pp. 1763-1781. https://doi.org/10.1108/BFJ-01-2019-0044

Publisher

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Emerald Publishing Limited

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