패밀리레스토랑의 전환 비용이 고객만족도 및 전환 의도에 미치는 영향 연구 - 고객 지식 및 다양성 추구 성향의 조절효과를 중심으로 - 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
- 언어KOR
- URLhttps://db.koreascholar.com/Article/Detail/254213
pp.19-29
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.