Image Congruence and Relationship Quality in Predicting Switching Intention: Conspicuousness of Product Use as a Moderator Variable

초록

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.

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