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Abstract Service quality, perceived value and customer satisfaction are variables of high interest to marketers. These variables have been suggested to have an influence on customers' post-purchase behavior. The research presented in this article aims to examine the crucial role these variables play in shaping post-purchase behavior within the context of restaurant industry. Data were collected by means of self-administered questionnaires. Customer satisfaction was found to be more strongly correlated with perceived performance than disconfirma-tion. In addition, the results of structural equations modeling revealed that customer satisfaction had the strongest effect on behavioral intentions, followed by perceived value. The effect of service quality on behavioral intentions was mediated through customer satisfaction. Managerial implications of these findings are discussed.
Jackie L. M. Tarn (Wed,) studied this question.