Value-driven customer share of visits

Wansoo Kim, Chihyung Ok and Deborah D. Canter

The Service Industries Journal, 2010, vol. 32, issue 1, 37-58

Abstract: This study sought to verify the effect of perceived value on customer share of visits (CSOV) in a full-service restaurant context, using a dimension-level value approach and positing customer satisfaction and brand preference as mediators between them. The conceptual model of this study was tested based on responses from 288 general US full-service restaurant customers. This study found that among four value dimensions, excellence (in food and service) and customer return on investment had dominant effects on customer satisfaction and brand preference, whereas playfulness had a significant moderate effect only on brand preference; aesthetic appeals did not have significant effects on either. Affected by perceived value, customer satisfaction significantly enhanced brand preference and in turn brand preference contributed to CSOV and fully mediated the effect of customer satisfaction on CSOV. In essence, the findings highlight the significant antecedent role of perceived value in customers' satisfaction and brand preference formation and the pivotal role of customer brand preference in customers' purchase decision process.

Date: 2010
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/02642069.2010.545395 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:32:y:2010:i:1:p:37-58

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642069.2010.545395

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().