The first three parts contained three constructs related to customer restaurant experience:
interaction orientation, customer satisfaction and behavioral intentions.
Sample and data collection
This study examines the relationships among interaction orientation, customer
satisfaction, and behavioral intentions based on full-service seafood restaurants in
Penghu County (Taiwan). The research assistant put the numbers (A1-A26) of
26 restaurants in a black box, and then selected the sample restaurants randomly. This
method fully meets the requirements of random sampling, as the probability of choosing
any particular restaurant was equal[1].
After having obtained permission from each restaurant, a self-administered
questionnaire was distributed based on convenience sampling by two research
assistants to selected customers who were waiting for their checks after they had
finished their meals. Each assistant distributed ten questionnaires a day in one different
restaurant for seven days, for a total of 70 questionnaires per restaurant, and each
assistant visited five restaurants.Atotal of 700 questionnaires were thus obtained over a
one-month period (1 July 2009-31 July 2009). After eliminating incomplete and non-valid
responses, a total of 628 questionnaires remained for use in this study, giving an
acceptable response rate of about 89.71 percent. Subsequently, the sample was divided
into two groups. One group was composed of respondents who were FT diners
(FT group, n ¼ 151), while the other group consisted of respondents who were FC
(FC group, n ¼ 477)[2].
Figure
Analysis method
This study applied descriptive statistics to analyze the samples’ characteristics. At the
same time, based on the two-step statistical method of Anderson and Gerbing (1988),
this study also used SEM to analyze the measurement and structural models to test the
hypotheses. In addition, the study adopted x 2 differences to compare the FT and FC
models to test the moderating effect of dining frequency. Finally, based on the
suggestion of Baron and Kenny (1986), this research investigated the mediating effect
of satisfaction between interaction orientation and favorable behavioral intention in
four different conditions.