Moderating Role of Relationship Quality on the Link between Restaurant Experiences and Customer Loyalty for the Market of Mature Customers

Abstract

This study examines whether or not the relationship quality moderates effects of restaurant experiences on customer loyalty, specifically for the segment of full-service restaurants and mature customers. Using a series of (moderated hierarchical) regression analyses, the hypotheses of this study were tested based on respondents from 208 general U.S. full-service restaurant mature customers. The findings support a moderating role of relationship quality on effects of several items: atmospherics, service quality, food quality, price fairness, and brand image that represent experiences at restaurants. The study discusses implications for academic researchers and managers of restaurants.

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