Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
LIMITATIONS OF THE STUDY AND FUTURE RESEARCH 
The primary limitation to this study is the use of scenarios. Although the use of scenarios is beneficial 
when actual observations are not possible, it could have limited the actual evaluation of service quality and 
perceived value. The utilization of personal dining history in a live setting might affect customers’ evaluations of 
service quality due to an invasion of privacy (Martínez-López, Luna, & Martínez, 2005). Since the participants did 
not experience the dining setting, perceived invasion of privacy might be eliminated through scenarios. Another 
limitation in this study is the sample size. Although the participants represent potential restaurant customers, a 
larger sample size would have represented the population better. The smaller sample size limits the interpretation of 
the structural equation model and other multivariate analysis due to the violation of multivariate normality. As more 
items are used in the study, more participants are required to apply the central limit theorem. Although perceived 
value in the chain model is proposed with four categories, namely acquisition, transaction, in-use, and redemption, 
only two items were used to measure transaction value in this study.
iven the results of this study, it seems that a closer look at the aggregated relationship between customers’ 
attitude toward information utilizations by a service provider and service quality, perceived value and customer 
loyalty would be beneficial. In order to achieve this goal, comprehensive scales to measure customers’ attitude 
toward information utilization should be applied. Also, more participants should be recruited to enable various 
multivariate analyses to investigate a closer look at the validity of the chain model.