Abstract
The present study (a) examined the effect of image congruence on dimensions of relationship quality (satisfaction and trust) and switching intention, (b) investigated the mediating effect of relationship quality components, and (c) tested the moderating impact of the conspicuousness of product use on the links among these variables. A survey was conducted at luxury restaurants in a metropolitan city. Overall fit of the proposed model and research hypotheses were tested through structural equation modeling and a series of modeling tests for metric invariance. The results showed that social and ideal social image congruencies had a critical role in explaining relationship quality and switching intention; relationship quality components significantly mediated the influence of image-congruence factors on intention; and conspicuousness of product use was found to affect the image-congruence components (satisfaction links), the social image congruence (trust link), and the trust (switching intention link). The findings emphasize the significance of study variables in decreasing restaurant customers’ intention to switch.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
