View - K-REx - Kansas State University
View - K-REx - Kansas State University
View - K-REx - Kansas State University
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Abstract<br />
This study attempted to develop a multi-item scale that measures restaurant customers’<br />
emotional experiences and has desirable reliability and validity, and to examine the relationships<br />
among consumption emotions, customer satisfaction, switching barriers, and revisit intention in<br />
the full-service restaurant industry.<br />
In the process of developing a consumption emotion measurement scale, this study<br />
followed Churchill’s (1979) paradigm during the early stage and confirmatory factor analytic<br />
approach suggested by Gerbing and Anderson (1988) and Anderson and Gerbing’s (1988) in the<br />
later stage. The scale development process began with a specification of domain of construct,<br />
generation of 40 items, and data collection. The collected data were subjected to item refinement<br />
(i.e., outlier detection, descriptive and reliability analysis, and exploratory factor analysis). Four<br />
underlying dimensions of consumption emotions with 32 refined items were identified from the<br />
data. A new sample of data was collected for additional testing (i.e., reliability and validity). A<br />
confirmatory factor analysis using the new data indicated that the finalized measure using<br />
categorical dimension approach was unidimensional, reliable, and valid. The results of structural<br />
equation modeling supported the criterion validity indicating that the finalized measure behaves<br />
as expected in relation to additional construct.<br />
In study two, a theoretical framework for understanding the relationships among<br />
consumption emotions, customer satisfaction, switching barriers, and revisit intention was<br />
proposed and tested. A series of modeling comparisons provided a best fit model. A<br />
measurement model estimated on the basis of Anderson and Gerbing’s (1988) approach tested<br />
validity of measures. The results of structural equation modeling using the data from a webbased<br />
survey addressed the effect of consumption emotions on satisfaction and revisit intention.<br />
The partial/full mediating impact of satisfaction was verified following Baron and Kenny’s<br />
(1986) suggested process. The switching barriers, two positive (i.e., preference and relational<br />
investment) and two negative (i.e., switching costs and lack of alternatives), that restaurant<br />
customers are likely to perceive were identified through the qualitative approach, using the<br />
guidelines suggested by Maxwell (2005). The quantitative approach validated the scale