full service RESTAURANT-2009-Kim-227-44.pdfVIP

/ Tourism Research Journal of Hospitality /content/33/2/227 The online version of this article can be found at: DOI: 10.1177/1096348008329874 2009 33: 227Journal of Hospitality Tourism Research Wansoo Kim and Chihyung Ok Restaurants Inequity, Affective Commitment, and Repurchase Intention in Full-Service The Effects of Relational Benefits On Customers Perception of Favorable Published by: On behalf of: International Council on Hotel, Restaurant, and Institutional Education can be found at:Journal of Hospitality Tourism ResearchAdditional services and information for /cgi/alertsEmail Alerts: /subscriptionsSubscriptions: /journalsReprints.navReprints: /journalsPermissions.navPermissions: /content/33/2/227.refs.htmlCitations: at Stenden Hogeschool on December 11, 2012Downloaded from What is This? - Apr 22, 2009Version of Record at Stenden Hogeschool on December 11, 2012Downloaded from 227 Journal of Hospitality Tourism Research, Vol. 33, No. 2, May 2009, 227-244 DOI: 10.1177/1096348008329874 ? 2009 International Council on Hotel, Restaurant and Institutional Education THE EFFECTS OF RELATIONAL BENEFITS ON CUSTOMERS’ PERCEPTION OF FAVORABLE INEQUITY, AFFECTIVE COMMITMENT, AND REPURCHASE INTENTION IN FULL- SERVICE RESTAURANTS Wansoo Kim Chihyung Ok Kansas State University, Manhattan The purpose of this study is to investigate how relational benefits (including confidence benefits, social benefits, and special treatment benefits) affect customers’ perceptions of favorable inequity and affective commitment, and thus ultimately affect customer reten- tion. The study first develops and presents a conceptual model of the relationships that exist between the constructs of “relational benefits,” “favorable inequity,” “affective commitment,” and “repurchase intention.” This model is then empirically tested using 411 sample long-term customers of full-service restaurants. The results indicate that relational ben