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CHAPTER 1 - INTRODUCTION The study of post-purchase processes as central to consumers’ decision to repurchase products/services has attracted increasing attention from consumer researchers (Oliver, 1993; Tse & Wilton, 1988; Westbrook, 1987). Previous studies have focused on the cognitive antecedents of the post-purchase process to identify ways to improve customer satisfaction and other consequences of satisfaction such as repurchase decisions. The traditional approach to studying customers’ purchasing behaviors indicated that customer decision-making is principally the result of cognitive processes (Westbrook, 1987). This traditional cognitive-centered view has been changed to a more affect-centered view that sees affect, such as emotions, moods, and feelings, as major antecedent variables of satisfaction and its consequences (Oliver, 1997). A growing number of conceptual and empirical studies of affect indicate that affective processes may constitute a powerful source of human motivation and a major influence on information processing and choice (Hoffman, 1986; Isen, 1984). In addition, numerous analyses of product consumption experiences indicate that the post-purchase period involves a variety of emotional responses, such as joy, excitement, pride, anger, sadness, and guilt (Havlena & Holbrook, 1986; Holbrook & Hirschman, 1982; Holbrook et al., 1984). Yet, research about emotion in postpurchase processes has been relatively neglected in the restaurant industry. This study explains the formation of repurchase intention, focusing on emotions rather than cognition. Consumption emotions can be viewed as affective/emotional responses produced specifically during product/service usage (Havlena & Holbrook, 1986; Phillips, 1999). The main reason for incorporating consumption emotions into satisfaction and repurchase intention models is that customers view goods in many different ways (Hirschman & Holbrook, 1982; Ratchford, 1987) and evaluate the goods differently (Swan & Combs, 1976). There is growing empirical evidence that emotion, based on consumption, impacts a consumer’s satisfaction judgment (Mano & Oliver, 1993; Oliver, 1993) and repeat patronage (Allen, Machleit, & Kleine, 1992; Laverie, Kleine, & Kleine, 1993). Emotional response based on consumption is regarded as a powerful predictor of both intention and brand attitude (Morris, Woo, Geason, & Kim, 2002). Measuring emotions and incorporating such emotions into satisfaction/repurchase intention models helps determine consumer satisfaction and customers’ intentions in that the concept of 1
Page 1 and 2: RESTAURANT CUSTOMERS’ EMOTIONAL E
Page 3 and 4: applicability. The moderating role
Page 5 and 6: Abstract This study attempted to de
Page 7 and 8: Table of Contents List of Figures..
Page 9 and 10: Assess Reliability and Validity....
Page 11 and 12: List of Figures Figure 1.1. A conce
Page 13: Acknowledgements I would like to th
Page 17 and 18: Statement of the Problem Much of pr
Page 19 and 20: Figure 1.1. A conceptual model show
Page 21 and 22: Snodgrass, 1987). Assessing the pot
Page 23 and 24: Homburg, C., & Giering, A. (2001).
Page 25 and 26: Westbrook, R.A., & Oliver, R.L. (19
Page 27 and 28: cognitive processing. Bodily states
Page 29 and 30: quarrelsome or shy). It is based on
Page 31 and 32: distrust. Edell and Burke (1987) de
Page 33 and 34: Table 2.1. A summary of the emotion
Page 35 and 36: While many researchers have support
Page 37 and 38: Although the definitions of custome
Page 39 and 40: On the other hand, for the affectiv
Page 41 and 42: as by the instant impact of in-proc
Page 43 and 44: in the restaurant industry. Satisfi
Page 45 and 46: accumulation) that build credibilit
Page 47 and 48: Table 2.3. Switching barriers ident
Page 49 and 50: While there is a lack of consistenc
Page 51 and 52: experienced any problems (Maxham &
Page 53 and 54: interpersonal relationships. Altern
Page 55 and 56: References Aaker, D.A., Stayman, D.
Page 57 and 58: Dick, A.S., & Basu, K. (1994). Cust
Page 59 and 60: Holbrook, M.B. (1986). Emotion in t
Page 61 and 62: Mano, H. (1990). Emotional states a
Page 63 and 64: Ranaweera, C., & Prabhu, J. (2003).
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Yang, Z., & Peterson, R.T. (2004).
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Figure 3.1. Procedures to develop a
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Step 3: Data Collection 1 An on-lin
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eason why you revisited the restaur
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evisit intention were added because
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Hair, J. F., Anderson, R. E., Tatha
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CHAPTER 4 - A CONSUMPTION EMOTION M
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validity remains uncertain since th
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ongoing thought (Izard, 1977). Howe
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dimension from sleep to frantic exc
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CES in some contexts, suggesting th
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Many studies adopting the categoric
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the emotional (or affective) respon
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excluded (guilty). Item-to-total co
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72.08% of the total variance. This
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Discussion The objectives of this s
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staff communication and response st
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References Aaker, D.A., Stayman, D.
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affect in consumer behavior: Emergi
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Ortony, A., & Turner, T.J. (1990).
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Table 4.1. A Summary of the Emotion
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Table 4.2. Exploratory Factor Analy
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Table 4.4. Confirmatory Factor Anal
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Excited Surprised Amazed Curious So
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Introduction For many years, resear
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Theoretical Background and Hypothes
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experiences (Havlena & Holbrook, 19
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Mediating Effect of Customer Satisf
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intention diminishes as the perceiv
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included managers of full-service r
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structural model was used to assess
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Accordingly, the Fisher test, which
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used in further analyses. As Table
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study results revealed that both po
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customers’ post-purchase behavior
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References Allen, C.T., Machleit, K
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Evrard, Y., & Aurier, P. (1994). Th
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Keaveney, S.M. (1995). Customer swi
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Rust, R.T., Zahorik, A.J., & Keinin
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Table 5.1. Measure Correlations, th
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Table 5.2. Standardized Maximum-Lik
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Table 5.4. Structural Invariance St
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CHAPTER 6 - SUMMARY AND CONCLUSIONS
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variance. Coefficient Alphas for th
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The results of the SEM showed that
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satisfaction, and 2) the reasons fo
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Limitations and Suggestions for Fut
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• Treating all customers special
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Evrard, Y., & Aurier, P. (1994). Th
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Ranaweera, C., & Prabhu, J. (2003).
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Greetings Restaurant-goers! Do you
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RESTAURANT CUSTOMERS' EMOTIONAL EXP
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4.8 Contented 1 2 3 4 5 6 7 4.9 Cur
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SECTION 3: INFORMATION ABOUT YOURSE
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Dear Participants: We are conductin
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Restaurant Lovers Survey II Questio
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Question 6 ** required ** Please in
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Question 14 ** required ** Area of
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