How image congruity and satisfaction impact customer retention at luxury restaurants: A moderated mediation framework

Heesup Han1, Wansoo Kim2, Sanghyeop Lee3, Hye-Ran Kim4
1College of Hospitality and Tourism Management, Sejong University, Republic of Korea
2Department of International Tourism, Dong-A University, Republic of Korea
3Department of Food Service Management, Youngsan University, Republic of Korea
4Department of Medical Health Care and Tourism, Gyeongju University, Republic of Korea
Cite this article:  Han, H., Kim, W., Lee, S., & Kim, H.-R. (2018). How image congruity and satisfaction impact customer retention at luxury restaurants: A moderated mediation framework. Social Behavior and Personality: An international journal, 46(6), 891-904.

Volume 46 Issue 6 | e6767 | Published: June 2018 | DOI: https://doi.org/10.2224/sbp.6767

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We investigated the impact of customers’ image congruity and their satisfaction on customer retention at luxury restaurants. We examined the conspicuousness of product consumption as the moderator in the relationship of image congruity and customer satisfaction. Our assessment of the measurement model revealed acceptable levels of reliability and construct validity. Our findings from the structural model assessment indicated that both image congruity and customer satisfaction exerted an influence on customer retention that was sufficiently significant to explain the total variance in retention. In addition, results showed that customer satisfaction was prominent in determining retention, acting as a significant mediator. Conspicuousness of product consumption was a significant moderator of the relationship between image congruity and customer satisfaction. Overall, our findings offer researchers and practitioners in the luxury restaurant industry valuable information regarding customer retention.

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