Unlocking the secrets of nutraceutical dining: Scale development of traditional Chinese medicine restaurant

Purpose: This study aims to develop and validate a multidimensional scale that identifies the attributes influencing dining experiences at nutraceutical restaurants, specifically those based on Traditional Chinese Medicine (TCM). It addresses gaps in hospitality literature by clearly defining nutraceutical restaurants and providing a comprehensive measurement tool. Methods: The research employed a rigorous multi-step scale development process, including literature review, qualitative interviews, expert reviews, and empirical validation. Data were collected from 993 Chinese diners who had recently patronized TCM restaurants, using a stratified random sampling approach. Exploratory and confirmatory factor analyses, conducted with SPSS and Smart PLS software, ensured the scale’s reliability and validity. Results: The study identified five key dimensions of TCM restaurant attributes: interior design/furniture/tableware, food quality, food recommendation, service quality, and atmosphere. Statistical analyses demonstrated strong internal consistency, convergent validity, discriminant validity, and nomological validity. Importantly, food attributes showed the highest influence on customers’ revisit intentions mediated through place attachment. Implications: This validated scale provides restaurant managers and researchers with an actionable framework to enhance customer loyalty and dining satisfaction. Future research could extend this scale’s application across diverse cultural contexts and different types of health-oriented dining establishments.