Applying Loss Aversion to Assess the Effectof Customers’ Asymmetric Responsesto Service Quality in the Restaurant Sector

• Main Authors: Lin-Yu-Chien, 林宇謙
• Other Authors: 張國謙
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/73282885705832433152

碩士 === 致理技術學院 === 服務業經營管理研究所 === 97 === Service quality is the key for a restaurant to obtain competition in the market. Therefore, identifying the effect of service quality on customers’ post-dining events is crucial for informing managers and employees of how customers experience the level of service quality offered by restaurants. The more customers’ responses to service quality levels can be clearly clarified, the better management can respond to improving service quality so as to meet customers’ expectations, which in turn generate numerous benefits for restaurants, such as repeat purchasing. The loss aversion concept is applied in this study to increase our understanding of how customers make assessments of restaurants’ service quality after encountering restaurant service offerings, as well as how these perceptions translate into the behavior-related causal relationships in the restaurant sector. This study adopts the DINESERV measurement and uses the convenience sampling method to sample at the selected restaurant. In total, 300 questionnaires were distributed and 244 usable responses were collected in an 81% response rate. AMOS 6.0 and SPSS 12.0 statistical software were used to conduct the empirical analyses including descriptive statistics, reliability, and model examination. In summary, buy using the concept of loss aversion, this study demonstrates that even though customers’ perceptions about the service quality of a restaurant may exceed their expectations to some extent, the loss aversion phenomenon still occurs among customers. Moreover, service quality in the loss region will positively influence customer satisfaction and perceived service value. Consistent with the findings, conclusions, managerial implications and future directions are presented in this study.