Browse > Article
http://dx.doi.org/10.9724/kfcs.2011.27.5.487

A Study on the Effects of Customer's Perceived Values in a Family Restaurant upon Switching Cost and Customer Loyalty  

Jung, Hyo-Sun (Dept. Culinary Service Management, Kyung Hee University)
Yoon, Hye-Hyun (Dept. Culinary Service Management, Kyung Hee University)
Publication Information
Korean journal of food and cookery science / v.27, no.5, 2011 , pp. 487-496 More about this Journal
Abstract
The purpose of this study was to understand the interrelationships among customers'perceived values, switching cost, and loyalty to a family restaurant. Based on 328 patrons obtained from empirical research, this study reviewed the reliability and fitness of a research model and verified three hypotheses using the Amos program. The hypothesized relationships were tested in the model simultaneously using a structural equation model (SEM). The proposed model provided an adequate fit to the data, $x^2$=341.01 (df=154), p<0.001, CMIN/df 2.21, GFI 0.91, NFI 0.94, IFI 0.97, TLI 0.96, CFI 0.97, RMSEA 0.06. The results showed that utilitarian values (${\beta}$=0.27) as customers' perceived values elements in a family restaurant, had a positive (+) influence upon switching cost. Switching cost had a significant positive (+) effect on the behavioral loyalty (${\beta}$=0.16) and attitudinal loyalty (${\beta}$=0.16). Hedonic values (${\beta}$= 0.41) and utilitarian values (${\beta}$=0.26) had a positive (+) influence on customer's behavioral loyalty. Additionally, a customers hedonic values (${\beta}$= 0.30) and utilitarian values (${\beta}$=0.32) had a significant positive (+) effect on attitudinal loyalty. Limitations and future research directions are also discussed.
Keywords
customer values; switching cost; behavioral loyalty; attitudinal loyalty; family restaurant;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Schechter L. 1984. A normative conception of value. Progressive Grocer - Executive Report:12-14.
2 Sherry JF. 1990. Dealers and dealing in a periodic market : Informal retailing in ethnographic perspective. J Retailing 66(2):174-200.
3 Kim SH, Kim TG, Lee JH. 2003. Determinants of revisit intentions in family restaurants : Customer value, customer satisfaction, switching costs, attractiveness of alternatives. The Tourism Journal 27(1):201-220.
4 Lam SY, Shanker V, Erramilli MK, Murthy B. 2004. Customer value, satisfaction, loyalty and switching costs : An illustration from a business-to-business service context. J Acad Market Sci 32(3):293-311.   DOI   ScienceOn
5 Lee HT. 2010. The effects of customer dissatisfaction, alternative attractiveness, switching cost on customer switching intention. Journal of Industrial Economics and Business 23(4):2135-2155.
6 Lee IJ, Shin YD, Yu HK. 2011. An empirical analysis of relationships among perceived value of service, switching costs, and relational performance in upscale hotels. Korea Academic Society of Hotel Administration 20(2):209-225.
7 Lee JS. 2009. A study on the adjustment effect of switching barriers on relationships guest value, guest satisfaction and loyalty. Korea J Tourism Hospitality Res 23(2):77-99.
8 Lee MH. 2011. The study on the effect of airline service quality on value, satisfaction and loyalty. Korean J Tourism Res 25(5):101-122.
9 Lee MK, Ulgado FM. 1997. Consumer evaluation of fast-food services : A cross-national comparison. J Service Marketing 11(1):39-52.   DOI   ScienceOn
10 Lee M, Cunningham LF. 2001. A cost/benefit approach to understanding service loyalty. J Services Marketing 15(2):113-130.   DOI   ScienceOn
11 Heide JB, Weiss AM. 1995. Vender consideration and switching behavior fir buyers in high-technology markets. J Marketing 59(July):30-43.   DOI   ScienceOn
12 Jones MA, Mothersbaugh DL, Beatty SE. 2002. Why customers stay: measuring the underlying dimensions of service switching costs and managing their differential strategic outcomes. J Business Res 55:441-450.   DOI   ScienceOn
13 Jones MA, Mothersbaugh DL, Beatty SE. 2000. Switching barriers and repurchase intentions in services. J Retailing 76(2):259-274.   DOI   ScienceOn
14 Jones TO, Sasser WE. 1995. Why satisfaction customer defects. Harvard Business Review 73(4):88-99.
15 Jones MA, Reynolds KE, Arnold MJ. 2006. Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. J Business Res 59(9):974-981.   DOI   ScienceOn
16 Joo YJ, Jung JW. 2011. Effect of product knowledge and switching cost on product attribute importances in repurchasing a technological product. J Consumer Studies 22(1):245-265.
17 Kim HJ. 2011. The moderating effect of relational benefits on the relationship between switching costs and commitment in casual dining restaurants. Korean J Tourism Res 25(3):217-235.
18 Kim HR. 2008. A study on service quality customer satisfaction brand recognize and switching cost of customer loyalty in hotel restaurant. Korean J Tourism Res 23(2):259-281.
19 Kim JG, Song KS. 2010. The effect of perceived quality and value on customer commitment and loyalty in chain-typed coffee houses. J Foodservice Management 13(5):67-83.
20 Byun KS, Cho YD, Shin MJ. 2007. The effect of perceived value, customer satisfaction, trust, switching costs on customer loyalty in fast food restaurant. Korean J Tourism Res 22(2):37-58.
21 Chen PY, Hitt LM. 2002. Measuring switching costs and the determinants of customer retention in internet enabled businesses : A study of the online brokerage industry. Information Systems Research 13(3):255-274.   DOI   ScienceOn
22 Cho WJ. 2009. A study on interaction of cause and effect among personal involvement, satisfaction, trust, switching cost and loyalty regarding casual dining restaurant. Korean J Food Culture 24(5):496-505.
23 Chung HY. 2008. Effects of supplementary benefits on cost switching recognition and customers' loyalty : A case of family restaurant customers in Korea. J Foodservice Management 11(3):299-319.
24 Colgate M, Lang B. 2001. Switching barriers in consumer markets : An investigation of the financial service industry. J Consumer Marketing 18(4):332-347.   DOI   ScienceOn
25 Cronin JJ, Brady MK, Hult GTM. 2000. Assessing the effects of quality, value and customer satisfaction on customer behavioral intentions in service environments. J Retailing 76(2):193-218.   DOI   ScienceOn
26 Dick AS, Basu K. 1994. Customer loyalty : Toward an integrated conceptual framework. J Acad Market Sci 22(2):99-113.   DOI   ScienceOn
27 Fornell C, Larcker DF. 1981. Evaluating structural equation models with unobservable variables and measurement error. J Marketing Res 18(1):39-50.   DOI   ScienceOn
28 Ganesan S. 1994. Determinants of long-term orientation in buyer-seller relationship. J Marketing 58(Apr):1-19.
29 Hair JF, Anderson RE, Tatham RL, Black WC. 2006. Multivariate Data Analysis with Readings. 6th ed. NY: Macmillam.
30 Anderson JC, Gerbing DW. 1988. Structural equation modeling in practice : A review and recommended two-step approach. Psychological Bulletin 103(3):411-423.   DOI
31 Babin BJ, Darden WR, Griffin M. 1994. Work and/or fun : Measuring hedonic and utilitarian shopping value. J Consumer Res 20(4):644-656.   DOI   ScienceOn
32 Baloglu S. 2002. Dimensions of customer loyalty : Separating friends from well wishers. The Cornell Hotel and Restaurant Quarterly 43(1):47-59.   DOI   ScienceOn
33 Bolton RN, Drew JH. 1991. A multistage model of customer's assessments of service quality and value. J Consumer Res 17(4):375-384.   DOI   ScienceOn
34 Burnham TA, Frels JK, Mahajan V. 2003. Consumer Switching costs : A typology, antecedents, and consequences. J Acad Market Sci 31(2):109-126.   DOI   ScienceOn
35 Sirdeshmurk S, Singh J, Sabol B. 2002. Consumer trust, value and loyalty in relational exchanges. J Marketing 66(1):15-37.   DOI   ScienceOn
36 Sirohi N, McLaughlin EW, Wittink DR. 1998. A model of consumer perceptions and store loyalty intention for a supermarket retailer. J Marketing 74(2):223-245.
37 Son HJ, Joo HS. 2008. The effects of hotel customer perceived value, customer satisfaction and switching costs on behavioral intention. J Hospitality Tourism Studies 30:116-129.
38 Steenkamp JBEM, Dekimpe MG. 1997. The power of store brands : Intrinsic loyalty and conquesting power. Long Range Planning 30(6):917-930.   DOI   ScienceOn
39 Yang JY, Park JH. 2010. The research of hotel brand equity on perceived customer of switching costs and customer loyalty. Korean J Tourism Res 24(6):291-312.
40 Yang Z, Peterson RT. 2004. Customer perceived value, satisfaction, and loyalty : The role of switching costs. Psychology and Marketing 21(10):799-822.   DOI   ScienceOn
41 Yi YJ, Lee CL. 2005. Antecedents and consequences of switching costs : The moderating role of service subscription types. Korean Marketing Review 20(3):1-28.
42 Lim YW, Yoon JH, Park EJ. 2007. The influence of interne travel agency switching cost on customer retention. Korean J Tourism Res 22(2):173-190.
43 Na GJ. 2009. A study on antecedents and consequences of switching costs in service companies. Korean Management Review 38(5):1381-1412.
44 Nunnally JC. 1978. Psychometric Theory. NY: McGraw-Hill.
45 Oyeniyi JO, Abiodun JA. 2010. Switching cost and customers loyalty in the mobile phone market : The Nigerian experience. Business Intelligence Journal 3(1):111-121.
46 Poter ME. 1980. Competitive Strategy : Techniques for Analyzing Industries and Competitors. NY: Macmillan.
47 Raj SP, Javalgi G, Christopher R. 1997. Service loyalty : Implication for service providers. J Services Marketing 11(3):165-179.   DOI   ScienceOn
48 Rust RT, Zeithaml V, Lemon K. 2000. Driving Customer Equity. MA: Free Press.