The Effect of Consumer's Perceived Quality, Satiation and Satisfaction on Switching Intention (Case under study: Italian Restaurants in Tehran)

Maintaining customer interest to repurchase is an important issue in today's competitive market of Italian restaurants in Tehran. Therefore, determining the reasons that caused switching intention in customers, can be leading to arrange marketing purposes. So this research intends to evaluate effect of perceived quality, satiation and satisfaction on switching intention and to examine moderating role of involvement in relationship of satisfaction and switching intention. This study defined the population as all Italian restaurant customers who dined more than one time at a specific restaurant of Tehran in past month. Cluster random sampling was used and 391 questionnaires were collected. SEM was used for testing the direct assumptions and Interactive variable for moderating one. The results showed that perceived quality hasn’t considerable effect on switching intention; But has a negative effect on satiation and positive effect on satisfaction. Satiation and satisfaction have positive and negative impact on switching intention, respectively. Furthermore, involvement moderates the effect of satisfaction on switching, in a negative way.