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Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants

Oklahoma State University, woody.kim{at}okstate.edu

Yong-Ki Lee

Sejong University, yongki2{at}sejong.ac.kr

Young-Jin Yoo

Catholic University, yjyoo{at}cu.ac.kr

This study examines the relationships among elements of relationship management activities (predictors), relationship quality (a mediating construct), and relationship outcomes (commitment, loyalty, and word of mouth). Despite much research focusing on relationship quality, some central questions concerning the relationship among the three constructs have not been fully explored. A conceptual model was developed and tested to examine the mediating effect of relationship quality on the relationship between the seven relationship management activities and the three relationship outcomes. Structural equation analyses on the data collected from a survey of 887 dinner patrons at 21 luxury restaurants show that relationship quality is the primary mediating construct between relationship management activities and relationship outcomes. The effective use of a relationship management strategy may increase customer commitment, spread positive word of mouth, and generate loyalty. The findings of this study provide restaurant managers with a guideline for developing and implementing an enhanced relationship management strategy.

Key Words: relationship marketing • relationship quality • commitment • word of mouth • repeat purchase

Journal of Hospitality & Tourism Research, Vol. 30, No. 2, 143-169 (2006)
DOI: 10.1177/1096348005285086


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