Satisfaction in Determining Customer Loyalty in the Restaurant Industry The Roles of the Physical Environment, Price Perception, and Customer
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Mediation Analysis
Further analysis tested the mediating role of price perception between cus- tomer satisfaction and the three components of physical environment. The proposed model was reestimated by constraining the direct effect of price per- ception on customer satisfaction (set to zero). In comparing this constrained model (
χ 2
= 529.84, df = 181, p < .001) to the original model (χ 2
= 486.62, df = 180, p < .001), chi-square differed significantly (∆χ 2
= 43.22, ∆df = 1, p < .001), thus indicating the proposed model (mediating model) fit was significantly bet- ter. In particular, the mediating role of price perception between décor and arti- facts and customer satisfaction was investigated. In the mediating model, γ 11
β 21 , and γ 21 were significant; thus the proposed model met Baron and Kenny’s (1986) first three conditions for testing mediation. Their next condition would be satis- fied if the parameter estimate between décor and artifacts and customer satisfac- tion in the mediating model is less strong (partial mediation) or insignificant (full mediation) compared with the parameter estimate in the constrained model. Because the direct path from décor and artifacts to satisfaction in the mediating model is less strong ( γ 21 = .33, t = 4.06, p < .01) than the path in the constrained model ( γ 21 = .65, t = 8.96, p < .01), price perception was a partial mediator. Furthermore, the mediating role of price perception between spatial layout/ambient conditions and satisfaction was tested. The direct paths from spatial layout/ ambient conditions to satisfaction were not significant ( γ 22 = .12, t = 1.78, p > .05; γ 23
= .06, t = 1.03, p > .05; Hypotheses 5 and 6), and the other two essential con- ditions were met in the mediating model (Baron & Kenny, 1986). Because the paths from spatial layout/ambient conditions to satisfaction were significant in the constrained model ( γ 22
= .29, t = 4.75, p < .01; γ 23
= .21, t = 3.76, p < .01), price perception can be regarded as a full mediator in the relationships between spatial layout/ambient conditions and customer satisfaction. In the same way, when testing the mediating role of customer satisfaction, the mediating model was re-estimated by setting the direct effect of price perception on customer loyalty to zero ( χ 2
= 496.67, df = 181, p < .001). Because β 21 , β 32 , and β 31 were significant, Baron and Kenny’s (1986) first three conditions were met. The direct path in the constrained model was stronger ( β 31
= .80, t = 12.30, p < .01) than the path in the mediating model (β 31
= .24, t = 2.08, p < .05). In addition, the mediating model fit was significantly better than the constrained at UNIV OF CONNECTICUT on January 4, 2014 jht.sagepub.com Downloaded from
Han, Ryu / CUSTOMER LOYALTY IN THE RESTAURANT INDUSTRY 503 model (
∆χ 2
= 10.05, ∆df = 1, p < .01). Thus customer satisfaction did indeed act as a partial mediator in the relationship between price perception and loyalty. This finding implies that price perception has both direct and indirect effects on customer loyalty. Download 301.62 Kb. Do'stlaringiz bilan baham: |
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