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Purposes and Objectives
The purposes of this study were to develop a multi-item scale that measures restaurant
customers’ emotional experiences and that has desirable reliability and validity (Study 1), and to
investigate the relationships among consumption emotion factors, customer satisfaction,
switching barriers, and revisit intention in the full-service restaurant industry (Study 2). The
specific objectives of this study were:
1) to develop a reliable and valid consumption emotion scale,
2) to uncover underlying dimensions of consumption emotions,
3) to address the impact of the uncovered emotion factors on customer satisfaction and
revisit intention,
4) to investigate the mediating role of customer satisfaction in the relationship between the
uncovered emotion factors and revisit intention,
5) to identify switching barriers that restaurant customers possibly perceive, and
6) to examine the moderating effect of the identified switching barriers on the relationship
between customer satisfaction and revisit intention.
Conceptual Model and Hypotheses
The research model, shown in Figure 1.1, delineates the relationships among study
variables in the full service restaurant industry, as based on a through review of the literature.
The framework has two main features. First, it examines the links among consumption emotion
factors, customer satisfaction, and revisit intention. Second, the framework examines the
moderating role of perceived switching barriers in forming revisit intention.
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