Understanding the determinants of Restaurant Switching intentions: The Utilization of Push-Pull-Mooring framework

This study empirically investigates the applicability of the push-pull-mooring (PPM) framework on restaurant switching intentions. The employed framework is the theoretical extension of the current PPM Model, which is uncommon in the literature. The antecedents of this research are push variables (satiation with food, satiation with service, satiation with atmosphere); pull (post dining regret, alternative attractiveness); the moderating variables are mooring (self-control, place attachment, OSL). The study uses Chinese restaurants market, which is highly competitive and diverse in terms product offerings and quality customer services in complex environment. The study employed variance based Structural Equation modeling with Partial Least Square estimators. The results show that push, pull and mooring variables have positive significant impact on restaurant switching intentions. It is also evident with statistical analysis that pull factors more favorably contributed as compared to push factors. The findings also reflect that mooring variable significantly moderates between push factors and restaurant switching intentions and pull factors and restaurant switching intentions. The findings are robust to the policy implications.