How Does Social Identity Influence Experiential Value, Customer Satisfaction, and Post-Purchase Intentions in Portuguese Slow Food Restaurants?

Although social identity has been previously studied, its connections with experiential value, customer satisfaction, and post-purchase intention remain unclear and deserve further investigation. Aiming at clarifying this relationship, a model grounded in social identity theory examines how social identification with Slow Food restaurant experiences impacts satisfaction and loyalty, considering the mediating role of experiential value in these restaurants. Drawing on a sample of 416 Slow Food restaurant consumers in Portugal, and analyzed through Structural Equation Modeling, the study reveals that social identity positively influences both the functional and emotional dimensions of experiential value. In addition, results highlight the strong influence of these experiences in shaping customer satisfaction and in driving positive post-purchase intentions, reinforcing the relevance of social identity for the success of these restaurants. The findings suggest that when customers feel identified with the philosophy of Slow Food, they tend to value the experience more intensely, which in turn leads to higher satisfaction and stronger loyalty intentions. Therefore, managers should uphold authenticity, environmental friendship and engagement with the local community to generate social identity during the gastronomic journey in Slow Food restaurants, creating a meaningful and lasting connection that sustains customer satisfaction and encourages loyalty over time.