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Moderating Effect of Switching Barriers.............................................................................. 37 Proposed Model ........................................................................................................................ 40 References................................................................................................................................. 41 CHAPTER 3 - METHODOLOGY............................................................................................... 52 Study 1. Consumption Emotion Scale Development................................................................ 54 Step 1: Specify Domain of Construct ................................................................................... 54 Step 2: Generate Sample of Items......................................................................................... 54 Step 3: Data Collection 1 ...................................................................................................... 55 Step 4: Item Refinement ....................................................................................................... 55 Step 5: Data Collection 2 ...................................................................................................... 55 Step 6: Assess Reliability and Validity................................................................................. 56 Study 2. Investigation of the Relationships Among Study Variables....................................... 56 Procedure to Identify Switching Barriers.............................................................................. 56 Instrument ............................................................................................................................. 57 Data ....................................................................................................................................... 58 Data Analysis for Study Two................................................................................................ 58 References................................................................................................................................. 60 CHAPTER 4 - A CONSUMPTION EMOTION MEASUREMENT DEVELOPMENT: A FULL-SERVICE RESTAURANT SETTING ...................................................................... 63 Abstract..................................................................................................................................... 63 Introduction............................................................................................................................... 64 Review of Literature ................................................................................................................. 65 Conceptualization of Consumption Emotion........................................................................ 65 Review of Existing Measures of Emotional Responses........................................................ 67 Dimensionality (Categorical vs. Structural Dimension Approach) ...................................... 71 Scale Development Procedure.................................................................................................. 74 Specify Domain of Construct................................................................................................ 74 Generate Sample of Items..................................................................................................... 75 Data Collection One.............................................................................................................. 75 Item Refinement.................................................................................................................... 76 Data Collection Two ............................................................................................................. 77 viii
Assess Reliability and Validity............................................................................................. 78 Discussion................................................................................................................................. 81 References................................................................................................................................. 85 CHAPTER 5 - FACTORS AFFECTING REVISIT INTENTION IN FULL-SERVICE RESTAURANTS: THE ROLE OF SWITCHING BARRIERS ........................................... 98 Abstract..................................................................................................................................... 98 Introduction............................................................................................................................... 99 Theoretical Background and Hypotheses ............................................................................... 101 Customer Satisfaction and Revisit Intention....................................................................... 101 Consumption Emotions as Antecedents of Customer Satisfaction..................................... 102 Mediating Effect of Customer Satisfaction......................................................................... 105 Moderating Effect of Switching Barriers............................................................................ 105 Hypotheses.......................................................................................................................... 108 Method.................................................................................................................................... 108 Qualitative Research Phase................................................................................................. 108 Measures ............................................................................................................................. 110 Data Collection ................................................................................................................... 110 Data Analysis ...................................................................................................................... 110 Results..................................................................................................................................... 111 Data Screening .................................................................................................................... 111 Analysis for the Switching Barrier Measures ..................................................................... 111 Measurement Model ........................................................................................................... 112 Test of the Structural Model ............................................................................................... 112 Empirical Testing of Hypothesized Moderating Effect of Switching Barriers................... 113 Grouping ......................................................................................................................... 113 Measurement Invariance................................................................................................. 114 Structural Invariance....................................................................................................... 115 Invariance Test for the Path from Satisfaction and Revisit Intention............................. 115 Discussion............................................................................................................................... 116 References............................................................................................................................... 121 CHAPTER 6 - SUMMARY AND CONCLUSIONS................................................................. 135 ix
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: Table of Contents List of Figures..
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.
Page 57 and 58: Dick, A.S., & Basu, K. (1994). Cust
Page 59 and 60:
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
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Question 14 ** required ** Area of
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