Abstract:

This study examines the factors that make customers prefer new things and either switch to them or return under the competitive landscape of new and old within the same industry by applying the attribution theory of social psychology. The competitive landscape of new and old restaurants has been continuously maintained in the industrial development process. The research model uses SPSS AMOS to apply and analyze structural equation modeling. The analytic variables are extracted from previous studies as well as from the focus group interview (FGI) results. In part, the summary of the research findings is as follows: the atmosphere of the restaurant, the hospitality of the restaurant owner, and additional and ancillary services acted as significant factors for customers’ switching attribution. This study can partially contribute to preventing excessive competition when planning to open a new small restaurant during the overall worldwide economic recession, and to preventing over-investment in advance that is not related to business perpetuation or sales growth.