Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants
Nowadays, customization allows customers to become co-designers of a product by add- ing symbolic and emotional values to the product. Thus, customers' lives are shaped by the customiz- ing process and the decisions they must make. Despite, the extensive body of research on customiza- tion. Th...
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| Format: | Article |
| Language: | English |
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Qubahan
2025-02-01
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| Series: | Qubahan Academic Journal |
| Online Access: | https://journal.qubahan.com/index.php/qaj/article/view/1529 |
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| author | Abdullah Abdulaziz Alhumud Sally Mohamed Amer Eman AbdelHameed Hasnin Maha Ali Alsahely |
| author_facet | Abdullah Abdulaziz Alhumud Sally Mohamed Amer Eman AbdelHameed Hasnin Maha Ali Alsahely |
| author_sort | Abdullah Abdulaziz Alhumud |
| collection | DOAJ |
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Nowadays, customization allows customers to become co-designers of a product by add- ing symbolic and emotional values to the product. Thus, customers' lives are shaped by the customiz- ing process and the decisions they must make. Despite, the extensive body of research on customiza- tion. The influence of food customization and customer delight on place identity has not received enough empirical investigation, this study aims to fill this gap. This study aims to evaluate how food customization influences customer delight and place identity. In addition, we examine the mediation role of customer delight in the relationship between food customization and place identity. Partial- least squares structural equation modelling (Warp-PLS V.7) and SPSS 26.0 were used to analyze the data collected from 432 customers of healthy food restaurants in Riyadh. The findings show that food customization has both direct and indirect effects on place identity, given that customer delight serves as a partial mediator. The study's findings offer insightful guidance that could help restaurant manag- ers do more to foster customers’ place identification by offering them customized services that strengthen their sense of customer delight.
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| format | Article |
| id | doaj-art-1ab3e1c2452b4a03886877f5ccb41dbc |
| institution | Kabale University |
| issn | 2709-8206 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Qubahan |
| record_format | Article |
| series | Qubahan Academic Journal |
| spelling | doaj-art-1ab3e1c2452b4a03886877f5ccb41dbc2025-02-03T10:11:11ZengQubahanQubahan Academic Journal2709-82062025-02-015110.48161/qaj.v5n1a15291529Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food RestaurantsAbdullah Abdulaziz Alhumud 0Sally Mohamed Amer 1Eman AbdelHameed Hasnin 2Maha Ali Alsahely 3Department of Business Administration, College of Business, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 11564, Kingdom of Saudi Arabia.Department of Business Administration, College of Business, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 11564, Kingdom of Saudi Arabia.Department of Business Administration, College of Business, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 11564, Kingdom of Saudi Arabia.Department of Business Administration, College of Business, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 11564, Kingdom of Saudi Arabia. Nowadays, customization allows customers to become co-designers of a product by add- ing symbolic and emotional values to the product. Thus, customers' lives are shaped by the customiz- ing process and the decisions they must make. Despite, the extensive body of research on customiza- tion. The influence of food customization and customer delight on place identity has not received enough empirical investigation, this study aims to fill this gap. This study aims to evaluate how food customization influences customer delight and place identity. In addition, we examine the mediation role of customer delight in the relationship between food customization and place identity. Partial- least squares structural equation modelling (Warp-PLS V.7) and SPSS 26.0 were used to analyze the data collected from 432 customers of healthy food restaurants in Riyadh. The findings show that food customization has both direct and indirect effects on place identity, given that customer delight serves as a partial mediator. The study's findings offer insightful guidance that could help restaurant manag- ers do more to foster customers’ place identification by offering them customized services that strengthen their sense of customer delight. https://journal.qubahan.com/index.php/qaj/article/view/1529 |
| spellingShingle | Abdullah Abdulaziz Alhumud Sally Mohamed Amer Eman AbdelHameed Hasnin Maha Ali Alsahely Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants Qubahan Academic Journal |
| title | Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants |
| title_full | Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants |
| title_fullStr | Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants |
| title_full_unstemmed | Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants |
| title_short | Enhancing Place Identity Through Food Customization and Customer Delight: Evidence from Healthy Food Restaurants |
| title_sort | enhancing place identity through food customization and customer delight evidence from healthy food restaurants |
| url | https://journal.qubahan.com/index.php/qaj/article/view/1529 |
| work_keys_str_mv | AT abdullahabdulazizalhumud enhancingplaceidentitythroughfoodcustomizationandcustomerdelightevidencefromhealthyfoodrestaurants AT sallymohamedamer enhancingplaceidentitythroughfoodcustomizationandcustomerdelightevidencefromhealthyfoodrestaurants AT emanabdelhameedhasnin enhancingplaceidentitythroughfoodcustomizationandcustomerdelightevidencefromhealthyfoodrestaurants AT mahaalialsahely enhancingplaceidentitythroughfoodcustomizationandcustomerdelightevidencefromhealthyfoodrestaurants |