Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here to sign up for SAGE Journal Email Alerts today!

Sign In to gain access to subscriptions and/or personal tools.
Journal of Hospitality & Tourism Research
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Kim, W.
Right arrow Articles by Ok, C.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

The Effects of Relational Benefits On Customers' Perception of Favorable Inequity, Affective Commitment, and Repurchase Intention in Full-Service Restaurants

Wansoo Kim

Kansas State University, Manhattan, warooo{at}ksu.edu

Chihyung Ok

Kansas State University, Manhattan, cok0307{at}ksu.edu

The purpose of this study is to investigate how relational benefits (including confidence benefits, social benefits, and special treatment benefits) affect customers' perceptions of favorable inequity and affective commitment, and thus ultimately affect customer retention. The study first develops and presents a conceptual model of the relationships that exist between the constructs of "relational benefits," "favorable inequity," "affective commitment," and "repurchase intention." This model is then empirically tested using 411 sample long-term customers of full-service restaurants. The results indicate that relational benefits trigger customers' perceptions of being favorably treated and that these perceptions, in turn, induce customers to form an affective commitment and repurchase intention with respect to particular restaurants. The study confirms the strategic importance of relational benefits in fostering relationships with long-term customers in the context of full-service restaurants.

Key Words: relational benefits • favorable inequity • affective commitment • repurchase intention • long-term customer • full-service restaurant

Journal of Hospitality & Tourism Research, Vol. 33, No. 2, 227-244 (2009)
DOI: 10.1177/1096348008329874
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?