A Transgender Consumer's Perspective: Assessing the Moderate Influence of Hospitality on the Relationship between Perceived Risk and Reputation in Restaurants
Description
This study aims to examine the moderate effect of hospitality on the relationship between perceived risk and reputation in restaurant services from a transgender consumer's perspective. To achieve the proposed objective, quantitative research was carried out by applying a survey to 327 transgender customers. A self-administered questionnaire was developed based on the literature review. To collect the data, the questionnaire was distributed online. Structural equation modeling was used to verify the relationships between the constructs. The moderation interactions were visualized using a simple slope analysis,
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Several scales are used to comprehensively assess various aspects of the transgender consumer experience. The perceived risk scale, comprising six items, was adapted from Stone and Grønhaug (1993), and Keh and Pang (2010) for psychological risk, and from He et al. (2013) as well as Zhan et al. (2022) for physical risk. The restaurant's reputation scale was derived from Mannan et al. (2019), and comprises three items. The hospitality experience scale, consisting of 13 items, was adapted from Pijls et al. (2017). The satisfaction scale, comprising three items, was adapted from Angelova and Zekiri (2011). Together, these scales offer a comprehensive framework for evaluating trans-consumer perceptions and experiences across various domains.