The effects of service quality, brand reputation and brand trust on restaurant customers' willingness to pay more

In this study, which focuses on restaurant customers, the aim is to reveal the effects of perceived service quality, brand reputation, and brand trust on willingness to pay more. For this purpose, a new integrated structural model combining the variables of service quality and willingness to pay with brand reputation and brand trust was developed, and the theoretical model of the study was tested using Structural Equation Modeling (SEM). The quantitative data collection tool was applied to 426 foreign customers who received services from restaurants in the Kuşadası destination. The obtained data were transferred to the SPSS software, and the quantitative dataset was prepared for analysis. At the data analysis stage, the normality of the dataset was tested to determine the appropriate analytical approach. Since deviations from normal distribution were observed in the data, the PLS-SEM approach was adopted to test the theoretical model. In addition, the potential issue of common method bias in the dataset was examined through Harman's single factor test, and it was determined that common method bias was not a problem in this study. Based on this, the data analysis process was carried out. Before testing the hypotheses, the measurement model was evaluated, and all constructs in the model produced satisfactory results in terms of validity and reliability. Accordingly, the theoretical model of the study was tested using the PLS-SEM approach. The findings confirmed the direct effect hypotheses among the four variables in the model and revealed that brand reputation and brand trust have a serial mediation effect on the relationship between service quality and willingness to pay more. In this context, the current study provides a new perspective that explains the relationship between service quality and willingness ro pay more in depth. Based on the results obtained, it is considered that this thesis enriches the existing knowledge in the service quality literature with a new viewpoint and develops a brand reputation and brand trust based vision for restaurant business.