Online from: 1989
Subject Area: Tourism and Hospitality
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|Title:||Investigating the key factors affecting behavioral intentions: Evidence from a full-service restaurant setting|
|Author(s):||Dev Jani, (Department of Tourism Management, College of Business Administration, Dong-A University, Busan, South Korea), Heesup Han, (Department of Tourism Management, College of Business Administration, Dong-A University, Busan, South Korea)|
|Citation:||Dev Jani, Heesup Han, (2011) "Investigating the key factors affecting behavioral intentions: Evidence from a full-service restaurant setting", International Journal of Contemporary Hospitality Management, Vol. 23 Iss: 7, pp.1000 - 1018|
|Keywords:||Affect, Behavioural intentions, Consumer behaviour, Hospitality services, Perceived price, Relationship quality, Restaurants, United States of America|
|Article type:||Research paper|
|DOI:||10.1108/09596111111167579 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This study was supported by research funds from Dong-A University.|
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.
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