The Influence of Celebrity Chefs on Restaurant Customers' Behavior

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Celebrity chefs have been a ubiquitous marketing tool utilized in the food service industry. This study investigates the impact of restaurant attributes on customers’ willingness to pay (WTP), likelihood to repurchase, and tip amount in celebrity chef restaurants by conducting an experimental design. The results highlight the importance of food quality at celebrity chef restaurants on customers’ WTP and the likelihood to repurchase. Additionally, the inter-relationships between service quality and ambience on tipping amount and between service and food quality on repurchase intention are also significant. This study contributes to theoretical and practical implications for food-service operators in the development of effective marketing strategies.

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