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stimulus for additional research that develops more integrative theories in explaining restaurant consumer behavior. Second, the variety and nature of the emotional experiences cannot be adequately explained by summed positive and negative emotions (Westbrook & Oliver, 1991). This study enables measurement of more complex restaurant customers’ emotional experiences by uncovering greater dimensions of consumption emotions. Inducing customers’ affective/emotional reactions is a good way to achieve a competitive advantage in deploying marketing strategies (Taylor, 2000). Mattila (2002) indicated that overall assessments of the service organization can be greatly influenced by a customer’s emotional state. The uncovered multidimensions of consumption emotions may enable restaurant marketers to develop more sophisticated marketing/service strategies that lead to favorable assessments of the operation and explanation of repurchase behaviors. Third, this study provides further understanding of the relationships among consumption emotions, customer satisfaction, and revisit intention by considering the moderating role of switching barriers. While the effect of switching barriers has been investigated in the previous consumer literature, inhibiting factors of restaurant customer switching have not been well identified. Identification of switching barriers that moderate the satisfaction and revisit intention relationship would provide additional insights into retaining even dissatisfied customers. Limitations of the Study The major limitation of this study relates to generalizability. Web-based surveys were conducted to collect data only in full-service restaurants. Customers’ emotional experiences and perceived level of switching barriers can differ based on the type of restaurant. Caution should be taken in interpreting and generalizing the results across other segments (e.g., quick-service restaurant or casual dining restaurant). Additional research in different types of restaurant settings is necessary to further examine the proposed relationships. The impact of personal/situational factors in the formation of revisit intention is not considered in this study. The strength of the relationships among study constructs also can be influenced by both personal (e.g., customer personality traits, gender, ethnic background, income, and education) and situational characteristics (e.g., individual’s plan/purpose for being in the environment) (Evanschitzky & Wunderlich, 2006; Mehrabian & Russell, 1974; Russell & 6
Snodgrass, 1987). Assessing the potential effects of personal and situational factors on the relationships among study variables could be an interesting extension of this study. Definitions of Terms • Consumption Emotions: Consumption emotions refer to affective/emotional responses generated based on consuming (Phillips, 1999). • Customer Satisfaction: Customer satisfaction is defined as an overall judgment process of the perceived discrepancy between prior expectation and actual consumption experiences (Bitner & Hubbert, 1994; Kotler, 1991; Oliver, 1980). • Full-Service Restaurants: This study adapts the description of full-service restaurants from Spears and Gregoire (2006). Full-service restaurants provide waited table service for customers. Guests are greeted and seated by a host/hostess and orders taken and delivered by waitstaff. Payment occurs after the meal is completed. A tip is typically given for the service provided by the waitstaff member. The style and ambiance of full-service restaurants varies greatly from casual to fine dining (p. 13). • Switching Barriers: Switching barriers refer to positive and negative switching barriers that dissuade restaurant customers from switching to another restaurant that provides comparable prices, services, or benefits. • Revisit Intention: Revisit intention in this study can be described as an affirmed likelihood to revisit the restaurant in the future in both absence and presence of a positive attitude toward the restaurant. 7
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 and 14: Acknowledgements I would like to th
Page 15 and 16: CHAPTER 1 - INTRODUCTION The study
Page 17 and 18: Statement of the Problem Much of pr
Page 19: Figure 1.1. A conceptual model show
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).
Page 65 and 66: Yang, Z., & Peterson, R.T. (2004).
Page 67 and 68: Figure 3.1. Procedures to develop a
Page 69 and 70: Step 3: Data Collection 1 An on-lin
Page 71 and 72:
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
Page 167 and 168:
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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