Customer Preferences for Social Value over Economic Value in Restaurants

Andy Lee, Carolyn U. Lambert, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


The purpose of this study was to examine a model of value proposition of benefits, willingness to disclose personal information, and customer loyalty in a restaurant context. The results of an empirical study indicated that social value proposition had a stronger positive effect on willingness to disclose information, behavioral, and attitudinal loyalty, respectively; whereas economic value proposition only had a positive effect on behavioral loyalty. Given that there have been few prior studies examining value proposition with decomposition of economic and social benefits, the model verified in this study serves as a guide for managerial strategies and future studies.
Original languageEnglish
Pages (from-to)473-488
Number of pages16
JournalAsia Pacific Journal of Tourism Research
Issue number5
Publication statusPublished - 1 Oct 2012


  • customer loyalty
  • economic value proposition
  • social value proposition
  • willingness to disclose

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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