Eating-Out Motivations and Variety-Seeking Behavior: An Exploratory Approach on Loyalty Behavior

Keywords

hedonic and utilitarian value, well-being, deal proneness, variety-seeking, atmospheric, loyalty

Abstract

The purpose of this study is to explore the effects of several consumer motivations (i.e., hedonic and utilitarian value, atmospheric, subjective well-being, and deal proneness) on loyalty behavior in the wide-ranging, eating-out context. Within the research framework, moderating roles of variety-seeking behavior are further analyzed. Results show that major eating-out motivations had different effects on customers' loyalty behavior, especially between high and low variety-seeking groups. The results of this study entail the importance of experiential, quality of life, and affective aspects of consumptions. The concepts of variety-seeking behavior illustrate a need for further investigations from both managers and researchers because of their seemingly important role in consumers' eating-out motivations.

Publication Date

5-21-2012

Original Citation

Kwun, D. J., Hwang, J. H., & Kim, T. (2013). Eating-out motivations and variety-seeking behavior: An exploratory approach on customer loyalty. Journal of Hospitality Marketing & Management, 22(3), 289-312.

Number of Pages

298-312

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

22

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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