Why do Customers Switch? More Satiated or Less Satisfied

Keywords

satiation, swithcing intention, service quality, atmospheric quality, food quality

Abstract

This study investigated whether restaurant customers switch to other restaurants due to satiation or diminished satisfaction. To achieve its objectives, this study extended well-known relationships among perceived quality, satisfaction, and behavioral intentions by including satiation and further examined the role of satiation on switching intentions. The results of this study showed that satiation was negatively associated with satisfaction but differed from diminished satisfaction. Further, the study results endorsed that satiation significantly influenced switching intentions, whereas satisfaction did not. This supports that customers switch to other restaurants not because they are less satisfied but because they are satiated. Regarding the relationship between perceived quality and satiation, service quality and food quality considerably reduced satiation levels, whereas physical surroundings were associated with an increase in satiation. In addition, satiation fully mediated the relationship between perceived quality and switching intentions, which emphasizes the importance of satiation in customer switching intentions. Findings and implications are provided in the main body of this paper.

Publication Date

12-27-2013

Original Citation

Park. J. Y., & Jang, S. C. S. (2014). Why Do Customers Switch? More Satiated or Less Satisfied. International Journal of Hospitality Management, 37, 159-170.

Number of Pages

159-170

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality Management

Volume

37

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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