A Multidimensional Scale of Switching Barriers in the Full-Service Restaurant Industry

Abstract

This research attempted to develop a measurement scale of switching barriers in full-service restaurants by identifying existing components of switching barriers. A qualitative procedure identified the following four categories of switching barriers: preference, switching costs, relational investment, and lack of alternatives. A further quantitative analysis resulted in production of a multi-item scale of switching barriers. The quantitative analysis found that the two positive dimensions (preference and relational investment) were far stronger barriers in encouraging patrons to return to a restaurant than were negative barriers (switching costs and lack of alternatives) in terms of keeping customers from defecting. As a caveat, due to sample limitations, the findings apply only to full-service restaurants in the United States.