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Will customers patronize? Moderating Influences Regarding First-Time Customers and Patrons

Will customers patronize? Moderating Influences Regarding First-Time Customers and Patrons. Tsuang Kuo 1 , Chih TA Chen 2 and Wan-Jung Cheng 3. ABSTRACT.

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Will customers patronize? Moderating Influences Regarding First-Time Customers and Patrons

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  1. Will customers patronize? Moderating Influences Regarding First-Time Customers and Patrons TsuangKuo 1, Chih TA Chen 2 and Wan-Jung Cheng3

  2. ABSTRACT Providing customized services for customers with various requests is one of the major approaches the service industry employs to maintain customer base. Accordingly, this research aims to explore: 1. how the catering industry employs limited resources and cost to create maximum benefits in a highly competitive environment, and 2. whether it is feasible to use different service strategies for different customers to achieve an equal customer satisfaction level with customized services.

  3. conceptual model

  4. Respondent characteristics

  5. Measures All the DINESERV variables were measured using a five-point Likert-type scale ranging from 1,"strongly disagree," to 5, "strongly agree." The precise measures are along with the results of the Cronbach’s alpha coefficients for variable measurement.

  6. Analyses

  7. Fit indices

  8. Results (Fornell & Larcker, 1981) Marsh and Hocevar (1985) (T=0.902≈1)

  9. Structural model

  10. Testing of moderating effects

  11. Moderating Influences

  12. Discussion The major difference between restaurants and smaller snack food stores lies in the dining environment and pricing. Generally, customers expect more from the former in terms of service quality.Lee, Park, and Yoo (1999) supported that the business performance growth by with greater the job satisfaction of the employees.From the perspective of service quality and customer satisfaction, the services offered by front-line service staff play a crucial role in meeting customers’ requests, and the service quality involved has a great influence on the corporate image of the restaurant or even the parent company.

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