The role of relationship quality on residents' behavioral intentions of dining service

This study examined whether relationship quality (satisfaction, trust, and commitment) increases residents' behavioral intentions including positive word-of-mouth and intentions to eat more often in the dining room of Continuing Care Retirement Communities (CCRCs). The role of communication in affecting the trust also was investigated.; Residents' overall evaluations of perceived service quality, satisfaction, trust, commitment, communication, and behavioral intentions were measured using a self-administered questionnaire. Residents in two CCRCs participated in this study, and a total of 327 usable responses were obtained from the 2150 questionnaires distributed. A 15.2% response rate was attained. The proposed relationships were tested using the structural equation modeling.; Satisfaction directly influenced positive word-of-mouth; service quality directly influenced commitment; and commitment influenced intentions to eat more often in the dining room. These results provided strong evidence that satisfaction and commitment are important consequences of relationship marketing efforts. Communication also showed the positive association with trust.; This study also conducted t-tests to examine the significant differences in the level of evaluations of service quality, satisfaction, trust, commitment, and communication depending on relationship frequency. Significant differences in satisfaction with food, trust, commitment, and communication was found between frequent and occasional users in CCRC A (no meal requirement). However, no significant differences were found in these variables based on the level of relationship frequency in CCRC B (meal requirement). Stepwise regression was performed to examine differences between frequent and occasional users to predict behavioral intentions. Satisfaction with food influenced frequent users' intentions to eat more often in the dining room, whereas, communication and satisfaction with food predicted occasional users' intentions to eat more often in the dining room. CCRC dining service managers need to emphasize increasing satisfaction with food by identifying key drivers of satisfaction or areas for quality improvement. Also, managers should encourage their service staff to have personal communication with residents.