Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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The Moderating Effect of Switching Costs in Upscale Restaurant Customers' Revisit Intention Formation
- Journal of Tourism Sciences
- Abbr : JTS
- 2010, 34(5), pp.331-354
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
정호균 1, Jun-Ho Jang 1, Han, Hee-sup 1
1동아대학교
Accredited
ABSTRACT
This study explored the relationship between customers' consumption emotion, satisfaction and revisit intention in the context of upscale restaurant. Particularly, it focused on the moderating effects of switching cost. Data were collected on-line from 351 American people who visited an upscale restaurant in 2009. Results of structural equation analysis showed that both positive and negative emotions had a significant effect on satisfaction. In addition, repeat visit intention was found to be a positive function of satisfaction. Subsequent tests for metric invariances demonstrated the moderating role of monetary and non-monetary switching costs. Specifically, the strengths of the relationship between satisfaction and repeat visit intention was higher for low monetary and low non-monetary switching cost groups than their counter parts. Implications and future research areas were discussed.
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