Determinants of Restaurant Customers' Loyalty Intentions: A Mediating Effect of Relationship Quality

This study examines the relationships among perceived quality, perceived value, relationship quality (customer satisfaction and trust), and loyalty intentions in the full-service restaurant industry. Following Baron and Kenny's guidelines, the current study also tested a mediating effect of relationship quality on loyalty intentions. Data were collected using an on-line survey. The results of a series of regression analyses using five regression equations supported the hypothesized relationships among study constructs. In addition, relationship quality was found to be a partial mediator in the relationship between perceived value and loyalty intentions. Theoretical/managerial implications and suggestions for future research are discussed.