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

 
2007 Annual International CHRIE Conference & Exposition 
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characteristics (i.e., gender and age). Specifically, this study attempted to provide additional insight into the 
relationships between CS and RVI/WOMI and the relationship between OSQ and CS by examining the moderating 
effects of personal characteristics on these relationships in an upscale restaurant setting. 
LITERATURE REVIEW 
Overall Service Quality as an Antecedent of Customer Satisfaction 
Many researchers have attempted to verify the specific nature of the relationship between service quality 
and CS in the formation of BI. However, the direction of causality between service quality and satisfaction is an 
unresolved issue in consumer behavior research (Lee 
et al
., 2000). In distinguishing service quality from CS, 
Parasurama 
et al
. (1988) described customers’ perceived service quality as a long-run overall evaluation of services.
CS, on the other hand, was conceptualized as a transaction-specific evaluation in their study. However, many 
researchers’ empirical findings showed an alternative ordering of the service quality and CS constructs (Cronin and 
Taylor, 1992; Taylor and Baker, 1994; Ting, 2004). In their structural analysis of the casual relations among OSQ, 
CS, and BI, Cronin and Taylor (1992) demonstrated that OSQ is an antecedent of CS in the formation of BI. The 
casual relations among study constructs were all significant when OSQ led to satisfaction. Consistent with these 
findings, in their recent investigation of consumer behaviors in the service industry, Ting’s (2004) findings showed 
that service quality explains CS better, and the coefficient of the path from service quality to CS is greater than the 
coefficient of the path from CS to service quality. Hence, in this study, it was more logical to use OSQ as the 
antecedent of CS.