초록

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Abstract ▼ AI-Helper

The current study moves beyond satisfaction and proposes that switching barriers are important factors impacting a customer"s decision to remain with a service provider. The purpose of this study is to investigate the effects of satisfaction on repurchase intentions and moderating role of the witc...

The current study moves beyond satisfaction and proposes that switching barriers are important factors impacting a customer"s decision to remain with a service provider. The purpose of this study is to investigate the effects of satisfaction on repurchase intentions and moderating role of the witching barriers on relationship between satisfaction and repurchase intentions. This study carried out literary research and empirical analysis. In literary research, this study examined previous studies related to concepts such as satisfaction, switching barriers, and repurchase intention. In empirical analysis, a quantitative research design was adopted for this study. Using SPSS 18.0, in order to test the proposed model, a survey was conducted among 398 customers of family restaurants. Data were analyzed using factor analysis, correlation analysis, reliability analysis, and regression analysis. Supportive of the hypotheses, Main results of this study are indicated below. First, satisfaction had a significant effect on repurchase intentions. Second, switching cost had a significant effect on repurchase intention. Third, the interaction between attractiveness of alternatives and satisfaction mediating roles had a significant effect on repurchase intention. Implications and limitations are discussed.

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