Investigating the key factors affecting behavioral intentions : Evidence from a full‐service restaurant setting

Purpose – This study aimed at investigating factors that contribute to increasing full‐service restaurant customers' behavioral intentions. Unlike previous research, this study integrated both affective and cognitive contributors to customer satisfaction and relationship quality in explaining customers' behavioral intentions. Design/methodology/approach – Data were obtained through a questionnaire survey of full‐service restaurant customers in a selected US metropolitan area. The data were subjected to structural equation modeling through the AMOS 5 program. Findings – Among the nine hypothesized paths, six were supported and three new paths were included to improve the model fit. Affect is noted to be a major contributor to both customer satisfaction and behavioral intentions. Customer satisfaction is a direct antecedent to trust but indirect to commitment. Noteworthy is the direct impact of service encounter performance on customer satisfaction. Research limitations/implications – Despite making use of a sample drawn from only a few selected areas and employing some constructs that are liable to expansion, the study has implications for the hospitality industry from both the theoretical and practical points of view. Originality/value – This study reappraises the contributors to behavioral intentions in restaurant settings, providing valuable insight to managers on attracting and satisfying their customers.