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Abstract ▼ AI-Helper

The objectives of this study are two folds; analysing post-purchase dissonance of restaurant customers in family eat-out decision making and providing implication to restaurant owners to meet and exceed customer satisfaction. After reviewing related literatures in benefit and rewards, repurchase int...

The objectives of this study are two folds; analysing post-purchase dissonance of restaurant customers in family eat-out decision making and providing implication to restaurant owners to meet and exceed customer satisfaction. After reviewing related literatures in benefit and rewards, repurchase intention and post purchase dissonance of customers, questionnaire was designed and hypothesis were drawn. Survey questions were based on the work by Homburg & Koschate(2005) for expectation to the restaurant quality, Sweeney(1996) for post-purchase dissonance and Sweeney, Hauskenecht & Soutar(2000) for quality awareness and repurchase intention. Test result for hypothesis showed that there found a causal relationship between expectation factor and post-purchase dissonance and the lower the post-purchase dissonance, the highter ther re purchase itention. Also post purchase dissonance could be eliminated or eased through the customer awareness of benefit and reward from the restaurant service quality. Depending on the level of the customer awareness, re visit intention has a strong causal relationship with it. Restaurant owners need to be aware of the customers" post purchse dissonance and try to provide relevant benefit and reward to keep the current customers coming back and stay ahead of competition.

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