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KMID : 1011620110270050487
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Korean Journal of Food and Cookey Science
2011 Volume.27 No. 5 p.487 ~ p.496
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A Study on the Effects of Customer's Perceived Values in a Family Restaurant upon Switching Cost and Customer Loyalty
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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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, χ²=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 (β=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 (β=0.16) and attitudinal loyalty (β=0.16). Hedonic values (β= 0.41) and utilitarian values (β=0.26) had a positive (+) influence on customer’s behavioral loyalty. Additionally, a customers hedonic values (β= 0.30) and utilitarian values (β=0.32) had a significant positive (+) effect on attitudinal loyalty. Limitations and future research directions are also discussed.
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KEYWORD
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customer values, switching cost, behavioral loyalty, attitudinal loyalty, family restaurant
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