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

H8
.
Gender has a significant moderating role in the relationship between OSQ and CS. Specifically, the 
relationship will be stronger for female customers than for male customers.
H9
.
Age has a significant moderating role in the relationship between OSQ and CS. Specifically, the 
relationship will be stronger for high age group than for low age group. 
METHODOLOGY 
Using a convenience sampling approach, a survey was conducted at three upscale restaurants in Midwest 
and Northwest states. Customers were given surveys at the end of their main entrée and asked to participate in the 
study. A total of 319 surveys were completed by restaurant customers. After eliminating unusable responses, 301 
responses were coded for data analysis. Most of the theoretical constructs were measured using multi items and a 7-
point Likert-type scale from 1 (extremely disagree) to 7 (extremely agree) adapted and modified from a review of 
the extant literature (Taylor and Baker, 1994; Zeithaml 
et al
., 1996). Specifically, three items were used to measure 
OSQ (e.g., “I believe this restaurant offers excellent service”). Three items were employed to assess CS (e.g., “I am 
very satisfied with the overall service at this restaurant”). RVI was evaluated by assessing respondent willingness to 
revisit the restaurant. Two items were used to measure RVI (e.g., “I would like to come back to this restaurant in 
the future”). Two items were employed to assess respondents’ recommendation and positive WOM intentions (e.g., 
“I would recommend this restaurant to my friends or others”). Finally, the two moderator variables (i.e., gender and 
age) were assessed by single-item measures.