Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/65759
Title: Examination of restaurant quality, relationship benefits, and customer reciprocity from the perspective of relationship marketing investments
Authors: Ryu, K
Lee, JS 
Keywords: Customer reciprocity
Relationship benefit
Relationship marketing investment
Restaurant quality
Issue Date: 2017
Publisher: SAGE Publications
Source: Journal of hospitality and tourism research, 2017, v. 41, no. 1, p. 66-92 How to cite?
Journal: Journal of hospitality and tourism research 
Abstract: The current study adopted cluster and discriminant analyses to investigate how differentially upscale restaurant customers view (a) the four dimensions of restaurant quality (price fairness, food quality, service quality, and physical environment), (b) the three dimensions of relational benefits (confidence benefits, social benefits, and special treatment benefits), and (c) revisit intentions and favorable reciprocal behaviors as proxies for customer reciprocity when customers perceive different levels (high vs. low) of relationship marketing investment (RMI). When customers perceived high RMI, they (high-RMI customers) evaluated all the aforementioned factors positively. By contrast, customers who experienced low RMI (low-RMI customers) rated the same factors negatively. High- and low-RMI customers were best distinguished by service quality, confidence benefits, and favorable reciprocal behaviors. Understanding the distinction between high- and low-RMI customers will shed light on how operators of upscale restaurants develop and reinforce perceived RMI to achieve favorable customer reciprocity.
URI: http://hdl.handle.net/10397/65759
ISSN: 1096-3480
EISSN: 1557-7554
DOI: 10.1177/1096348013515919
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