Building a multi-attribute scale to evaluate factors determinant to the choice of luxury restaurants in Brazil
DOI:
https://doi.org/10.5585/remark.v21i4.19040Keywords:
Multi-attribute scale, Consumer behavior, Luxury restaurant, Scale validationAbstract
Purpose: This work aimed to statistically test a multi-attribute scale to identify the determining factors for choosing luxury restaurants, in the perception of professors from public and private universities.
Methodology/approach: This research is configured as a quantitative and descriptive approach. The research was carried out by means of a survey with a sample made up of professors of postgraduate courses from public and private institutions, from all regions of Brazil. The sample corresponded to 272 respondents. As a data collection instrument, a structured questionnaire was used, based on 19 variables. For the analysis of the data, Factor Analysis was used (Principal Component Analysis, and the Model Adjustment Indexes) were used based on the Structural Equation Modeling method (CB-SEM). The constructs analyzed were Environment and Structure; Environment; Convenience; Status and Quality.
Results: The main determining factors in the choice of luxury restaurants are: the hygiene of the internal and external environment; the use of sustainable practices; comfort; the feeling of refinement, luxury and prestige that the restaurant provides, and the quality of service through the promptness and kindness of the employees.
Theoretical/Methodological Contributions: This study offers a contribution to the managers of this restaurants in the search for alternatives to improve the attractiveness of services and products to their brazilian customers.
Originality/value: the results showed that the tested multi-attribute model can be considered as adequate in order to assess the factors that determine the choice of luxury restaurants.
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