Boredom-Induced Switching Behavior in the Restaurant Industry: The Mediating Role of Attachment

Abstract

While it is well documented that boredom with a particular product or service can result in switching behavior, the extent to which emotional attachment can affect this relationship is not well understood. The purpose of this research is to address this gap in the literature by exploring the role of place attachment in the relationships among boredom, satisfaction, and switching behavior in the domain of full-service restaurant patronage. The results indicate that while boredom can, in fact, result in switching intentions (particularly to unfamiliar alternatives), the reduction/elimination of boredom can actually lead to feelings of attachment that subsequently translate into lower levels of switching intention. The findings enhance the theoretical understanding of both restaurant switching behavior and hedonic adaptation in several important ways as well as provide meaningful implications for restaurant marketers interested in minimizing switching behavior attributable to repeat visitation and boredom.