The Effects of Switching Costs on Repurchase Interntions in Restaurant Industry:Moderating Roles of Customer Membership

This study examine the relationships between switching costs and repurchase intentions and moderating roles of customer memberships. For this purpose, required data are collected from 416 respondents in the context of a restaurant industry, and are analyzed with SPSS/PC ＋ 10.0. The results can be summarized as follows: First, switching costs are powerful predictors of repurchase intentions. Second, the customer memberships have an influence on the association between switching costs and repurchase intentions. Our results indicate that the impact of switching costs on repurchase intentions alters under varying contingency conditions. The impact of switching costs on repurchase intentions is stronger under conditions of members than under alternative conditions.