Determinants of Restaurant Customers' Loyalty Intentions: A Mediating Effect of Relationship Quality

ABSTRACT. This study examines the relationships among perceived quality, perceived value, relationship quality (customer satisfaction and trust), and loyalty intentions in the full‐service restaurant industry. Following Baron and Kenny's guidelines, the current study also tested a mediating effect of relationship quality on loyalty intentions. Data were collected using an on‐line survey. The results of a series of regression analyses using five regression equations supported the hypothesized relationships among study constructs. In addition, relationship quality was found to be a partial mediator in the relationship between perceived value and loyalty intentions. Theoretical/managerial implications and suggestions for future research are discussed.