Applying loss aversion to assess the effect of customers' asymmetric responses to service quality on post-dining behavioral intentions: An empirical survey in the restaurant sector

Kuo Chien Chang*, Mu-Chen Chen, C. L. Hsu Chia-Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

Abstract

Using the loss aversion concept, this paper attempts to investigate the relationship between service quality and customers' post-dining behavioral intentions in the restaurant sector. Incorporating the DINESERV instrument, the results gained from a Chinese chain restaurant indicate that a decrease in service quality from the reference point (customer's expectation) will decrease the perceived service value and customer satisfaction, but that an increase in service quality may not have significant effects on these two behavioral constructs. Moreover, the behavior-related causal relationships underlying service quality suggest that perceived service value and attitudinal loyalty succeed in acting as mediating variables within the model.

Original languageEnglish
Pages (from-to)620-631
Number of pages12
JournalInternational Journal of Hospitality Management
Volume29
Issue number4
DOIs
StatePublished - 1 Dec 2010

Keywords

  • Customers' post-behavioral intentions
  • DINESERV
  • Loss aversion

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