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

 
2007 Annual International CHRIE Conference & Exposition 
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perceived value. This finding supports the comprehensive model proposed by Brady and his colleagues (2005).
They proposed that behavioral intention is directly related to service quality, service value and satisfaction, while an 
indirect relationship occurs between service quality and behavioral intention. While no satisfaction was included in 
this study, a direct and indirect effect of service quality on behavioral loyalty similar to Brady et al.’s comprehensive 
model (2005) was found. Next, it was demonstrated that participants evaluated perceived service quality in the 
customized service using IT higher than in the non-customized service setting for all five categories of service 
quality. The degree of evaluation difference (or mean difference) between the customized service setting and the 
non-customized setting was highest in responsiveness while lowest in empathy. Finally, attitude toward customer 
information utilization by a service provider was found to have a positive linear relationship with assurance. The 
more positive attitude toward information utilization participants had, the higher they evaluated the service 
provider’s knowledge, courtesy and ability to inspire trust and confidence. 
This study was conducted to empirically investigate the chain model and highlights several implications for 
restaurant managers. First, managers may consider implementation of information technology to provide 
customized services because the finding empirically showed the chain model effective. Although return on 
investment on information technology is hard to measure, this study supports the belief that effective CRM can lead 
to increased perceived service quality that leads to increased perceived value and customer loyalty (Piccoli et al., 
2003). Also, customers’ attitudes toward the information utilization should be taken into account in order for 
successful CRM implementation. If customers have negative attitudes toward information utilization by a service 
provider, CRM implementation may lead to decreased perceived service quality.