Given the growth of franchise practices in the service industry, this study focuses on the impact of restaurant heritage in helping to create positive outcomes in company performance. In particular, this study examines the direct impact of brand heritage on customers’ perceived restaurant image and whether it produces positive attitudes and behavior. Due to limited studies on restaurant operation type, the proposed relationship is compared between franchise and local restaurants. Partial least squares structural equation modeling with SmartPLS 4.0 software was used to analyze 599 restaurant customers in the United States. The findings confirm that the perceived restaurant heritage affects the brand image for customers, leading to positive customer evaluations (i.e. satisfaction and trust). In addition, differing levels of customer satisfaction and trust are found to influence the behavioral intentions of customers (i.e. willingness to pay a premium and repurchase intentions). Last, a multigroup analysis showed that the effect of trust on customer behavior was significantly higher among franchise than local customers. In contrast, the effect of satisfaction on customer behavioral intentions was stronger among local than franchise customers. This study provides valuable insights for both local and franchise operators who need to manage their brands to create positive customer outcomes.

鉴于服务行业特许经营实践的增长，本研究重点关注餐厅传统对帮助公司业绩产生积极成果的影响。本研究特别考察了品牌传承对顾客感知的餐厅形象的直接影响，以及它是否产生积极的态度和行为。由于对餐厅经营类型的研究有限，建议对特许经营餐厅和本地餐厅之间的关系进行比较。使用 SmartPLS 4.0 软件进行偏最小二乘结构方程建模，对美国 599 名餐厅顾客进行了分析。研究结果证实，感知到的餐厅传统会影响顾客的品牌形象，从而带来积极的顾客评价（即满意度和信任）。此外，研究发现，不同水平的客户满意度和信任度会影响客户的行为意图（即支付溢价的意愿和重复购买的意图）。最后，多组分析表明，特许经营店的信任对客户行为的影响明显高于本地客户。相比之下，本地客户的满意度对客户行为意图的影响比特许经营客户更强。这项研究为需要管理品牌以创造积极的客户成果的本地和特许经营商提供了宝贵的见解。多组分析表明，特许经营店的信任对顾客行为的影响明显高于本地顾客。相比之下，本地客户的满意度对客户行为意图的影响比特许经营客户更强。这项研究为需要管理品牌以创造积极的客户成果的本地和特许经营商提供了宝贵的见解。多组分析表明，特许经营店的信任对顾客行为的影响明显高于本地顾客。相比之下，本地客户的满意度对客户行为意图的影响比特许经营客户更强。这项研究为需要管理品牌以创造积极的客户成果的本地和特许经营商提供了宝贵的见解。