Structural Model of Key Determinants of Customer Loyalty in Organic Dining Restaurants within Green Hotels

Pan Yingwei

Customer loyalty -- China -- Guangdong Sheng.

Consumer behavior -- China -- Guangdong Sheng.

Green hotels -- Management -- China -- Guangdong Sheng.

Pricing -- Moral and ethical aspects.

Structural equation modeling.

The rapid expansion of the organic food market within China's hospitality sector presents a unique opportunity to examine sustainable consumption behaviors. However, the specific mechanisms driving customer loyalty in organic restaurants located within five-star green hotels remain under-researched. This study aims to develop and empirically validate the Integrated Model of Price Fairness, Food Quality, and Perceived Value on Customer Loyalty (IPF-PV-CL Model) to determine the direct and indirect antecedents of customer loyalty in this specific context. Employing an exploratory sequential mixed-methods design, this research first conducted semi-structured interviews with 20 industry experts to ensure the content validity and contextual relevance of the research instrument, particularly regarding dimensions of cultural experience and health cues. Subsequently, quantitative data were collected via a survey of 562 customers who had recently dined at organic restaurants within 28 certified five-star green hotels in Guangdong Province, China. The hypothesized relationships were tested using Covariance-Based Structural Equation Modeling (CB-SEM) via AMOS software. The results supported 13 of the 14 proposed hypotheses. Specifically, Perceived Food Quality was identified as a foundational driver, exerting a strong positive influence on Price Fairness (β=0.724), Perceived Value, and Customer Satisfaction. Price Fairness was found to significantly impact Perceived Value, Customer Satisfaction, and Customer Loyalty. Notably, the direct relationship between Food Quality and Customer Loyalty was not statistically significant, indicating a full mediation effect. This suggests that while high-quality food is essential, it translates into loyalty only when mediated through positive perceptions of value and satisfaction. The findings contribute to Cue Utilization Theory and Equity Theory by validating the nuanced roles of cultural experience and price fairness in a non-Western context. In practice, the study suggests that hotel managers must leverage cultural storytelling and transparent pricing strategies to translate food quality into perceived value, thereby fostering enduring customer loyalty in the competitive green hospitality market.

Keywords: Customer Loyalty, Green Hotels, Organic Dining, Price Fairness, Perceived Value, Structural Equation Modeling.

Bansomdejchaopraya Rajabhat University. Office of Academic Resources and Information Technology

Chaiyawit Muangmee

Nusanee Meekaewkunchorn

Tatchapong Sattabut

2025

2026-09-02

2026-09-02

2026-09-02

thesis

application/pdf

eng

Bansomdejchaopraya Rajabhat University

Degree of Doctor of Philosophy

Doctoral degree

Business Administration

Bansomdejchaopraya Rajabhat University