British Food Journal ( IF 3.4 ) Pub Date : 2021-07-29 , DOI: 10.1108/bfj-03-2021-0220 Venessa Chan Lyu 1 , José Luis Roldán 2 , Wynne Chin 3 , Vincent Liu 4 , Congdong Li 5
Purpose
Highlighting supplier collaboration is a widely adopted practice in tea shops, cafes and other related businesses. However, few studies have examined the effects of supplier-focused food ingredient presentation on consumers' behavioral intentions in food and hospitality research. This study identified the role of restaurant–supplier co-creation and explored its effects on clients' behavioral intention through both value perception and image.
Design/methodology/approach
This study developed and tested a model through a survey with 365 responses, which was carried out in China. The measurement and effects of restaurant–supplier co-creation are explored using composite-based structural equation modeling.
Findings
The results show that restaurant–supplier co-creation has a positive effect on perceptions of food value, service value and image. Though restaurant–supplier co-creation does not directly affect behavioral intention, it can enhance behavioral intention by improving customers' impressions.
Originality/value
This study contributes to the emerging literature by conceptualizing the role of restaurant–supplier co-creation. The research combines image theory and perceived value theory in one empirical model to explore the effects of co-creation. The project provides a paradigm for designing technical artifacts using composite-based structural equation modeling.