Image Congruence and Relationship Quality in Predicting Switching Intention: Conspicuousness of Product Use as a Moderator Variable
- Authors
- Han, Heesup; Hyun, Sunghyup Sean
- Issue Date
- Aug-2013
- Publisher
- SAGE PUBLICATIONS INC
- Keywords
- image congruence; relationship quality; conspicuousness of product use; switching intention; luxury restaurants
- Citation
- JOURNAL OF HOSPITALITY & TOURISM RESEARCH, v.37, no.3, pp.303 - 329
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF HOSPITALITY & TOURISM RESEARCH
- Volume
- 37
- Number
- 3
- Start Page
- 303
- End Page
- 329
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/162126
- DOI
- 10.1177/1096348012436381
- ISSN
- 1096-3480
- Abstract
- The present study (a) examined the effect of image congruence on dimensions of relationship quality (satisfaction and trust) and switching intention, (b) investigated the mediating effect of relationship quality components, and (c) tested the moderating impact of the conspicuousness of product use on the links among these variables. A survey was conducted at luxury restaurants in a metropolitan city. Overall fit of the proposed model and research hypotheses were tested through structural equation modeling and a series of modeling tests for metric invariance. The results showed that social and ideal social image congruencies had a critical role in explaining relationship quality and switching intention; relationship quality components significantly mediated the influence of image-congruence factors on intention; and conspicuousness of product use was found to affect the image-congruence components (satisfaction links), the social image congruence (trust link), and the trust (switching intention link). The findings emphasize the significance of study variables in decreasing restaurant customers' intention to switch.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 사회과학대학 > 서울 관광학부 > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/162126)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.