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A Study on the Effects of Loyalty Program on Relationship Quality and Re-visit intention - A Focus on the Moderating Effects of Restaurant Type -

충성도 프로그램이 관계품질과 재방문의도에 미치는 영향 - 레스토랑 유형의 조절효과를 중심으로 -

  • Received : 2013.01.22
  • Accepted : 2013.04.22
  • Published : 2013.04.30

Abstract

The purpose of this study was to understand the effect of loyalty program in family and fastfood restaurant on relationship quality (trust, commitment) and revisit intention. Based on total 394 samples obtained from empirical research, this study reviewed the reliability and fitness of a research model using the Amos program. The hypothesized relationships in the model were simultaneously tested using a structural equation model (SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$ 102.338 (df 48), GFI .959, RMR .049, NFI .970, CFI .984 SEM resulted that loyalty progam (${\beta}$= .429, t=7.880, p< .001) showed a positive significant effect on trust, and that loyalty program (${\beta}$= .455, t=9.532, p< .001) had a positive significant effect on commitment. Also, both trust (${\beta}$= .450, t=6.595, p< .001) and commitment (${\beta}$= .474, t=5.117, p< .001) had a positive significant effect on revisit intention. In addition, there were moderating effects related to restaurant type (family and fastfood restaurant) in terms of causal relationships between loyalty program, relationship quality and revisit intention. Limitations and future research directions are also discussed.

Keywords

Loyalty program;trust;commitment;revisit intention;restaurant type

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Acknowledgement

Supported by : 경희대학교