The other customer: The impact of self-image in restaurant patronage |
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Authors: | Nathaniel D Line Lydia Hanks |
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Institution: | Dedman School of Hospitality, Florida State University, Tallahassee, FL, USA |
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Abstract: | The purpose of this research is to extend the understanding of self-congruity theory to the domain of restaurant patronage. In combination with sociometer theory, we propose a set of relationships among self-image, place commitment, and post-consumption behavior including loyalty and word-of-mouth. The hypotheses are tested on a sample of restaurant consumers in the United States. Analysis of the data demonstrates that while the consumer’s ideal self-image is a significant driver of place commitment and post-consumption behavior, his/her actual self-image is not a significant predictor of these constructs. These findings are considered, and implications for theory and practice are discussed. |
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Keywords: | Loyalty place commitment self-congruity theory sociometer theory word-of-mouth |
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