Applying loss aversion to assess the effect of customers’ asymmetric responses to service quality on post-dining behavioral intentions: An empirical survey in the restaurant sector |
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| Authors: | Kuo-Chien Chang Mu-Chen Chen Chia-Lin Hsu |
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| Affiliation: | 1. Department of Sports, Health and Leisure, Chihlee Institute of Technology, No. 313, Sec. 1, Wunhua Rd., Banciao City, Taipei County 220, Taiwan, ROC;2. Institute of Traffic and Transportation, National Chiao Tung University, 4F, No. 118, Section 1, Chung Hsiao W. Road, Taipei 100, Taiwan, ROC;3. Department of Business Administration, National Taiwan University of Science and Technology, No. 43, Sec. 4, Keelung Rd., Taipei 106, Taiwan, ROC |
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| Abstract: | Using the loss aversion concept, this paper attempts to investigate the relationship between service quality and customers’ post-dining behavioral intentions in the restaurant sector. Incorporating the DINESERV instrument, the results gained from a Chinese chain restaurant indicate that a decrease in service quality from the reference point (customer's expectation) will decrease the perceived service value and customer satisfaction, but that an increase in service quality may not have significant effects on these two behavioral constructs. Moreover, the behavior-related causal relationships underlying service quality suggest that perceived service value and attitudinal loyalty succeed in acting as mediating variables within the model. |
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| Keywords: | Loss aversion DINESERV Customers&rsquo post-behavioral intentions |
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