TOWARD AN APPLICATION OF THE INVESTMENT MODEL: REVIEW AND INITIAL FINDINGS.

摘要

This paper attempts to predict attitudinal loyalty towards casual dining restaurants using the theoretical model of interpersonal relationships, i.e., the investment model. We operationalize the investment model by examining the factors that influence the degree of consumers' commitment (attitudinal loyalty) towards casual dining restaurants. In addition, we examine the explanatory power of these variables. The findings show that, among the three variables, only satisfaction plays an important role in consumers' choice of a casual dining restaurant. Investment size and quality of alternatives are not significant factors. Thus, we found one support for our hypotheses. This study shows satisfaction in choosing a casual dining restaurant as having direct significant and positive relationship with attitudinal loyalty. Therefore, to have higher attitudinal loyalty towards dining at a casual dining restaurant, satisfaction must be greater.