Switching Beyond Satisfaction In Restaurants’ Consumers:The Utilization And Extension Of Push-Pull-Mooring Framework

This study aims to evaluate and validate antecedents of consumer’s restaurant switching intentions beyond customer satisfaction.For such purpose,the study has empirically investigated conceptual framework based on push-pull-mooring(PPM),switching intentions,and words of mouth and choice deferrals.The research is intended to analyze the applicability of the PPM framework in restaurants.The framework conceptualized in this research is the theoretical extension of the PPM Model,which often fails to provide significant inference on the patronage behavioral outcomes of switching consumers.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)and restaurant switching intentions is dependent variable with extension of variables are negative word of mouth and choice deferral.This combination represents the conceptual model developed and adapted.The study uses Chinese restaurants market,which is highly competitive and diverse in terms product offerings and quality of customer services in complex environment.For more generalized orientation,the study conducted the online survey from the respondents on the dynamic investigation about the possible switching intentions.The study employed variance based Structural Equation modeling with Partial Least Square estimators using Smart_PLS 3.0 software.The empirical findings of research supports the theoretical underpinning adapted for this research.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 results also highlight that mooring variable significantly moderates between push factors and restaurant switching intentions and pull factors and restaurant switching intentions.Furthermore,the switching intentions negatively impacts the negative words of mouth and positively impacts choice deferral.This research contributes by validating and evaluating the conceptual PPM model based on push,pull,and mooring variables.The extended model is also empirically validated.Push-pull-mooring-patronage(PPMP)paradigm improves the understanding of consumers’ switching behavior by identification of push,pull and mooring variables in line with theoretical conceptualizations implied in the development of conceptual framework.This research has number of managerial implications for management and leadership of restaurants working in hyper competitive and ever demanding complex environment.They need to work beyond the customer satisfaction by offering number of variety options,more interactive environment,extended level of engagement,and variant relationship initiatives.Finally,the study conclude serving its limitation along with potential future directions for the scholars.