Furry Friends Welcome! Investigating Dog-Owners’ Perceived Value of Dining out with Their Pets

The number of dog owners increased due to the impacts of the COVID-19 pandemic. In the foodservice industry, a noticeable gap exists related to the perceived value that consumers derive from visiting pet-friendly restaurants with their dogs. Therefore, this study aims to fill this gap using a scale development approach. Additionally, it seeks to identify the factors influencing consumers’ perceived value, purchase intentions, and willingness to pay a premium price for pet-friendly food services. This study identified eight dimensions of dog owners’ perceived value and confirmed the relationships between social norms and self-efficacy on dog owners’ perceived value. It also examined how perceived value influenced dog owners’ future behavioral intentions and willingness to pay a premium price. The findings of this study extend the understanding of consumers’ perceived value of pet-friendly food services and provide valuable suggestions for practitioners in the food service industry.