Customer value attributes in restaurant dining experience: Scale development and validation

The paper outlines a series of empirical studies to develop and test a holistic model of customer value attributes (CVA) in restaurant dining experience. Drawing on key literature pertaining to customer value and service quality, an extended conceptual model of dining CVAs is developed. The paper describes the process of developing and validating a CVA scale consisting of three service quality dimensions: (1) Potential quality, including online and atmosphere experiences; (2) process quality, service and people experiences and (3) outcome quality, includes culinary, dietary and co-creation experiences respectively. The scale will be assessed using a diverse restaurant customer sample in New Zealand. Implications of the study are discussed for researchers and practitioners alike.