Abstract:

Fine-dining restaurants represent the ultimate experience in the food industry, offering customers an elevated dining experience beyond mere sustenance. These establishments are characterized by fresh ingredients, attractive food presentations, exceptional service, and an unforgettable ambiance. In this respect, drawing on the theory of planned behavior (TPB) that is extended from the theory of reasoned action (TRA) and equity theory, the objective of this study is to investigate the role of price fairness (PF), perceived value (PV), behavioral loyalty (BL) on purchase behavior toward fine-dining restaurant experiences. For this purpose, the empirical data were collected by means of an online questionnaire of Saudi parent customers who had previously visited a fine-dining restaurant. The hypotheses were tested using SPSS software. The findings revealed that perceived value positively influences parents’ purchase behavior. A significant positive relationship of price fairness and behavioral loyalty on purchase behavior was rejected. The results also rejected the moderation effect of gender in the relationships between price fairness, perceived value, behavioral loyalty, and purchase behavior.