Impact of Service Quality and Customer Satisfaction on Behavioral Intentions in Bakery Cafe: Testing the moderating role of alternative attractiveness and the Mediating Role of Brand Image

YUN SUN MI; Chung, Kyoo Yup; Han Hee-Sup

doi:10.17086/JTS.2015.39.7.141.161

The criticality of service quality has been repeatedly emphasized in the literature. Particularly, customers’ quality evaluation in bakery cafe is crucial for loyalty enhancement and profit increase. Nevertheless, little research has investigated the role of service quality in forming bakery cafe customers’ behavioral intentions. Filling this gap, this study aimed to examine the relationship between quality dimensions (i.e., tangibles, reliability, responsiveness, assurance, and empathy) and other vital cognitive/affective factors (i.e., brand image and satisfaction) in determining behavioral intentions (i.e., word-of-mouth intention, willingness to pay, and revisit intention). In addition, we attempted to test the moderating impact of alternative attractiveness; and assess the mediating role of study variables within the proposed theoretical framework. A field survey was conducted at bakery cafes. A total of 294 responses were used for data analysis. The collected data was subjected to a series of multiple-regression analysis. The Baron and Kenny’s approach (1986) was employed to test the proposed mediating and moderating impacts. Our results showed that the hypothesized relationships were generally supported, and that brand image and satisfaction acted as a partial/complete mediators in the proposed theoretical framework. In addition, as expected, our findings revealed that alternative attraction played a significant moderating role in generating intentions. This research in general offers valuable insights into developing efficient marketing, service, and operational strategies.

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