OUTCOMES OF RELATIONAL BENEFITS: RESTAURANT CUSTOMERS' PERSPECTIVE

Abstract

Research in business and marketing increasingly indicates the significance of relational benefits, perceived price, and perceived value in retaining customers. However, little research has considered three types of relational benefits and perceived price and value together in the customer retention process. Thus, this study was designed to propose and test a behavioral intention model by incorporating these constructs in a full‐service restaurant setting. Although the direct link between the special treatment benefit and perceived value was not significant; consistent with our hypotheses, social, special treatment, and confidence benefits appeared to boost perceived price and value, which subsequently enhanced intentions to revisit and recommend. In addition, perceived price and value mediated the relationships between relational benefits and behavioral intentions. Furthermore, the prominent role of the special treatment benefit in increasing intentions was verified. A parsimonious best‐fit model was produced through the process of testing intricate relations among study constructs. Implications of the findings and future research avenues are discussed.