Why do satisfied customers switch? Focus on the restaurant patron variety-seeking orientation and purchase decision involvement |
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Authors: | Hyo Sun Jung Hye Hyun Yoon |
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Institution: | Department of Culinary Service Management, College of Hotel & Tourism Management, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, Republic of Korea |
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Abstract: | Company efforts to make customers switch from competitive brands to their own or induce them to repurchase their own brands are very important in their marketing activities and in this regard studies of customer variety-seeking orientation and level of involvement in decision making play a crucial role in explaining customers’ product selection activities. The purpose of this study intends to examine interrelationships among customer satisfaction, loyalty, and switching intent in family restaurants and verify the moderating effect of customer variety-seeking orientation and purchase decision involvement. A total of 305 patrons in Korea participated. The results showed a positive relationship between customer satisfaction and loyalty. Participants expressing a high level of satisfaction were more likely to switch restaurants. Whether customers feel loyalty determines their switching intent. There were moderating effects related to customer variety-seeking orientation in the causal relationships between customer loyalty and switching intent. Limitations and future research directions are also discussed. |
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Keywords: | Customer satisfaction Loyalty Switching intent Variety-seeking orientation Purchase decision involvement Family restaurant |
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