Investigating the Key Factors Affecting Behavioral Intentions: Evidence from a Full-Service Restaurant Setting
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Date
2011
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Group Publishing Limited
Abstract
Purpose – This study aimed at investigating factors that contribute to increasing full-service
restaurant customers’ behavioral intentions. Unlike previous research, this study integrated both
affective and cognitive contributors to customer satisfaction and relationship quality in explaining
customers’ behavioral intentions.
Design/methodology/approach – Data were obtained through a questionnaire survey of
full-service restaurant customers in a selected US metropolitan area. The data were subjected to
structural equation modeling through the AMOS 5 program.
Findings – Among the nine hypothesized paths, six were supported and three new paths were
included to improve the model fit. Affect is noted to be a major contributor to both customer
satisfaction and behavioral intentions. Customer satisfaction is a direct antecedent to trust but indirect
to commitment. Noteworthy is the direct impact of service encounter performance on customer
satisfaction.
Research limitations/implications – Despite making use of a sample drawn from only a few
selected areas and employing some constructs that are liable to expansion, the study has implications
for the hospitality industry from both the theoretical and practical points of view.
Originality/value – This study reappraises the contributors to behavioral intentions in restaurant
settings, providing valuable insight to managers on attracting and satisfying their customers.
Description
Keywords
Affect, Behavioural intentions, Restaurants, Perceived price, Relationship quality, Hospitality services, Consumer behaviour, United States of America
Citation
Jani, D. and Han, H., 2011. Investigating the key factors affecting behavioral intentions: Evidence from a full-service restaurant setting. International Journal of Contemporary Hospitality Management, 23(7), pp.1000-1018.