Moderating Role of Personal Characteristics in Forming Restaurant Customers' Behavioral Intentions: An Upscale Restaurant Setting

Journal of Hospitality & Leisure Marketing Pub Date : 2007-09-20 DOI:10.1300/J150v15n04_03

Heesup Han, Kisang Ryu

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引用次数: 169

Abstract

ABSTRACT This study attempted to investigate the relationships among overall service quality (OSQ), customer satisfaction (CS), and behavioral intentions (BI), such as repeat visit intention (RVI) and word-of-mouth intention (WOMI) by considering the moderating role of personal characteristics (gender and age) in an upscale restaurant setting. Structural equation analyses showed that OSQ was an antecedent of CS, and CS was a significant predictor of RVI and WOMI. In addition, metric invariance test revealed that the strength of the relationships among study constructs was, in general, strongly influenced by personal characteristics. Specifically, the CS-RVI link was stronger for women than for men, and the OSQ-CS-WOMI link was stronger for the high-age group than for the low-age group. However, the OSQ-CS-WOMI link was found to be equal across genders, and the influence of age on the CS-RVI link was identical across groups. The findings from this study will provide restaurant managers/marketers with a guideline for developing effective marketing/service strategies for customer retention.

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个人特征在饭店顾客行为意向形成中的调节作用:一个高档饭店环境

摘要本研究试图通过考虑个人特征(性别和年龄)在高档餐厅环境中的调节作用，探讨整体服务质量(OSQ)、顾客满意度(CS)和行为意向(BI)(如重复光顾意向(RVI)和口碑意向(WOMI))之间的关系。结构方程分析表明，OSQ是CS的前项，CS是RVI和WOMI的显著预测因子。此外，度量不变性检验表明，总体而言，研究构念之间的关系强度受到个人特征的强烈影响。具体来说，CS-RVI的关联在女性中强于男性，OSQ-CS-WOMI的关联在高年龄组中强于低年龄组。然而，OSQ-CS-WOMI链接在性别之间是相等的，年龄对CS-RVI链接的影响在各组之间是相同的。本研究的结果将为餐厅经理/营销人员制定有效的营销/服务策略提供指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Hospitality & Leisure Marketing

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