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RESTAURANT CUSTOMERS’ EMOTIONAL EXPERIENCES AND PERCEIVED SWITCHING BARRIERS: A FULL-SERVICE RESTAURANT SETTING by HEESUP HAN B.S., Dankook University, Seoul, Korea, 2000 M.S., Kansas State University, Kansas, 2005 A DISSERTATION submitted in partial fulfillment of the requirements for the degree DOCTOR OF PHILOSOPHY Department of Hotel, Restaurant, Institution Management & Dietetics College of Human Ecology KANSAS STATE UNIVERSITY Manhattan, Kansas 2007 Approved by: Co-Major Professor Ki-Joon Back, Ph.D. Co-Major Professor Betsy Barrett, Ph.D.
Abstract This study attempted to develop a multi-item scale that measures restaurant customers’ emotional experiences and has desirable reliability and validity, and to examine the relationships among consumption emotions, customer satisfaction, switching barriers, and revisit intention in the full-service restaurant industry. In the process of developing a consumption emotion measurement scale, this study followed Churchill’s (1979) paradigm during the early stage and confirmatory factor analytic approach suggested by Gerbing and Anderson (1988) and Anderson and Gerbing’s (1988) in the later stage. The scale development process began with a specification of domain of construct, generation of 40 items, and data collection. The collected data were subjected to item refinement (i.e., outlier detection, descriptive and reliability analysis, and exploratory factor analysis). Four underlying dimensions of consumption emotions with 32 refined items were identified from the data. A new sample of data was collected for additional testing (i.e., reliability and validity). A confirmatory factor analysis using the new data indicated that the finalized measure using categorical dimension approach was unidimensional, reliable, and valid. The results of structural equation modeling supported the criterion validity indicating that the finalized measure behaves as expected in relation to additional construct. In study two, a theoretical framework for understanding the relationships among consumption emotions, customer satisfaction, switching barriers, and revisit intention was proposed and tested. A series of modeling comparisons provided a best fit model. A measurement model estimated on the basis of Anderson and Gerbing’s (1988) approach tested validity of measures. The results of structural equation modeling using the data from a webbased survey addressed the effect of consumption emotions on satisfaction and revisit intention. The partial/full mediating impact of satisfaction was verified following Baron and Kenny’s (1986) suggested process. The switching barriers, two positive (i.e., preference and relational investment) and two negative (i.e., switching costs and lack of alternatives), that restaurant customers are likely to perceive were identified through the qualitative approach, using the guidelines suggested by Maxwell (2005). The quantitative approach validated the scale
Page 1 and 2: RESTAURANT CUSTOMERS’ EMOTIONAL E
Page 3: applicability. The moderating role
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 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.
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Dick, A.S., & Basu, K. (1994). Cust
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Holbrook, M.B. (1986). Emotion in t
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Mano, H. (1990). Emotional states a
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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
Page 179:
Question 14 ** required ** Area of
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