Abstract
This study explores how front-of-staff ethnicity influences perceived authenticity, trust, word-of-mouth (WOM), purchase decisions, and repeat patronage in ethnic restaurants and franchises. Focusing on ethnic small restaurants versus ethnic restaurant franchises (such as Chinese, Portuguese, or Brazilian chains), we investigate whether the background of service staff shapes customers’ perceptions of authenticity and subsequent consumer behaviours. While previous research has focused on food, ambiance, and décor as key determinants of authenticity, the role of service staff remains underexplored. By integrating social identity theory and expectation-confirmation theory, this research examines how customer perceptions of authenticity evolve through interactions with front-of-house staff. A mixed-methods approach is adopted, comprising quantitative surveys and qualitative semi-structured interviews to measure consumer expectations and experiences across independent ethnic restaurants and ethnic restaurant franchises. Key moderating factors such as language proficiency, ambiance, décor, and service rituals are analysed to determine their impact on authenticity perceptions. Findings will provide empirical insights for restaurant managers on hiring practices, training strategies, and service design to enhance authenticity while maintaining operational efficiency. This study contributes to the hospitality literature by addressing gaps in understanding how staff characteristics shape authenticity perceptions and consumer behaviour in ethnic dining establishments.