Understanding the determinants of Restaurant Switching intentions: The Utilization of Push-Pull-Mooring framework Waqas Manzoor Dar & Niu Xiongying

Understanding the determinants of Restaurant Switching intentions: The Utilization of Push-Pull-Mooring framework

Author (s)

Waqas Manzoor Dar & Niu Xiongying

Abstract

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This study empirically investigates the applicability of the push-pull-mooring (PPM) framework on restaurant switching intentions. The employed framework is the theoretical extension of the current PPM Model, which is uncommon in the literature. The antecedents of this research are push variables (satiation with food, satiation with service, satiation with atmosphere); pull (post dining regret, alternative attractiveness); the moderating variables are mooring (self-control, place attachment, OSL). The study uses Chinese restaurants market, which is highly competitive and diverse in terms product offerings and quality customer services in complex environment. The study employed variance based Structural Equation modeling with Partial Least Square estimators. The results show that push, pull and mooring variables have positive significant impact on restaurant switching intentions. It is also evident with statistical analysis that pull factors more favorably contributed as compared to push factors. The findings also reflect that mooring variable significantly moderates between push factors and restaurant switching intentions and pull factors and restaurant switching intentions. The findings are robust to the policy implications.

 Keywords: Switching intention, Satiation, Post dining regret, Self-control, Optimal Stimulation Level (OSL), Place attachment, Alternative attractiveness.

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Title: Understanding the determinants of Restaurant Switching intentions: The Utilization of Push-Pull-Mooring framework
Author: Waqas Manzoor Dar & Niu Xiongying
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.5281/zenodo.4561725
Media: Online
Volume: 5
Issue: 4
Acceptance Date: 15/02/2021
Date of Publication: 25/02/2021
PDF URL: https://ijsab.com/wp-content/uploads/712.pdf
Free download: Available
Page: 166-179
First Page: 166
Last Page: 179
Paper Type: Research Paper
Current Status: Published

 

Cite This Article:

Waqas Manzoor Dar & Niu Xiongying (2021). Understanding the determinants of Restaurant Switching intentions: The Utilization of Push-Pull-Mooring framework. International Journal of Science and Business, 5(4), 166-179. doi: https://doi.org/ 10.5281/zenodo.4561725

Retrieved from https://ijsab.com/wp-content/uploads/712.pdf

 

About Author (s)

Waqas Manzoor Dar (corresponding author), Business School, University of International Business and Economics, Beijing, 100029, P.R. China & University of Gujrat, Pakistan. Email: waqas.manzoor@uog.edu.pk

Niu Xiongying, Business School, University of International Business and Economics, Beijing, 100029, P.R. China.

 

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DOI: https://doi.org/10.5281/zenodo.4561725

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