고급레스토랑 고객의 재방문의도 형성과정에서 전환비용의 조절효과

The Moderating Effect of Switching Costs in Upscale Restaurant Customers' Revisit Intention Formation

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.