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KMID : 0665420120270010019
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Korean Journal of Food Culture
2012 Volume.27 No. 1 p.19 ~ p.29
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Study on the Effects of Switching Cost in Family Restaurant Upon Customer Satisfaction and Switching Focused on the Moderating Effects of Customer Knowledge and Variety Seeking Orientation
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Jung Hyo-Sun
Yoon Hye-Hyun
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Abstract
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The purpose of this study was to understand interrelationships among switching costs, customer satisfaction, and
switching intent in a family restaurant. Based on a total of 427 customers obtained from empirical research, this study
reviewed the reliability and fitness of the research model and verified a total of five hypotheses using the Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model (SEM). The
proposed model provided an adequate fit to the data, χ2=137.881 (df=50); p< .001; CMIN/df 2.758; GFI= .947;
AGFI= .919, NFI= .965; IFI= .978; TLI= .970; CFI= .978; RMR= .047; RMSEA= .064. The results showed that
switching cost (β= .123) in a family restaurant had a positive (+) influence upon customer satisfaction. Further, switching
cost had a significantly negative (?) effect on switching intent (β= ? .414). In addition, there were moderating effects related to customer knowledge and variety seeking orientation in terms of the causal relationships between switching costs, customer satisfaction, and switching intent. Limitations and future research directions are also discussed.
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KEYWORD
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Switching costs, customer satisfaction, switching intent, customer knowledge, variety seeking orientation
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