A Transgender Consumer's Perspective: Assessing the Moderate Influence of Hospitality on the Relationship between Perceived Risk and Reputation in Restaurants

This study aims to examine the moderate effect of hospitality on the relationship between perceived risk and reputation in restaurant services from a transgender consumer's perspective. To achieve the proposed objective, quantitative research was carried out by applying a survey to 327 transgender customers. A self-administered questionnaire was developed based on the literature review. To collect the data, the questionnaire was distributed online. Structural equation modeling was used to verify the relationships between the constructs. The moderation interactions were visualized using a simple slope analysis,