Why do customers switch? More satiated or less satisfied |
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| Institution: | 1. Division of Engineering, Business, and Computing Penn State Berks Tulpehocken Road, P.O. Box 7009, Reading, PA 19610, United States;2. School of Hospitality & Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, United States;3. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 North Shaw Lane, East Lansing, MI 48824, United States;1. School of Tourism Management, Sun Yat-Sen University, Tangzhou Rd. 1, Zhuhai, China;2. School of Economics and Management, Wuhan University, Bayi Rd. 299, Wuchang District, Wuhan, China;1. Sheffield Hallam University, United Kingdom;2. University of Salford, United Kingdom;3. Ming Chuan University, Taiwan;1. Department of Economic and Statistical Sciences, University of Salerno, Via Giovanni Paolo II, 132, 84084 Fisciano, SA, Italy;2. Department of History of Science and Technology, University of Science and Technology of China, Jinzhai Road 96, Hefei, Anhui Province, Postal Code: 230026, China;3. School of Public Affairs, University oF science and Technology of China, Hefei, Anhui Province, Postal Code: 230026, China;4. Lyallpur Business School, Government College University, Faisalabad, Pakistan |
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| Abstract: | This study investigated whether restaurant customers switch to other restaurants due to satiation or diminished satisfaction. To achieve its objectives, this study extended well-known relationships among perceived quality, satisfaction, and behavioral intentions by including satiation and further examined the role of satiation on switching intentions. The results of this study showed that satiation was negatively associated with satisfaction but differed from diminished satisfaction. Further, the study results endorsed that satiation significantly influenced switching intentions, whereas satisfaction did not. This supports that customers switch to other restaurants not because they are less satisfied but because they are satiated. Regarding the relationship between perceived quality and satiation, service quality and food quality considerably reduced satiation levels, whereas physical surroundings were associated with an increase in satiation. In addition, satiation fully mediated the relationship between perceived quality and switching intentions, which emphasizes the importance of satiation in customer switching intentions. Findings and implications are provided in the main body of this paper. |
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| Keywords: | Satiation Satisfaction Switching intention Service quality Atmospheric quality Food quality |
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