Antecedents and the underlying mechanism of customer intention of co-creating a dining experience

Companies have begun to tap into the resources of their customers to co-create unique and personalized experiences. This study aimed to investigate the influences of openness to experience, known as a customer personality trait, and the perceived physical environment on customers’ intention to participate in a co-creation experience. Positive anticipated emotions were introduced to explain the underlying process of co-creation. The data were collected from full-service restaurant diners in the United States. The results indicated that customers who score high in openness to experience are more likely to participate in the co-creation experience whereas the perceived physical environment did not influence the intention directly. The mediating role of positive anticipated emotions was significant between the perceived physical environment and the intention and between openness to experience and the intention. Theoretical and practical implications were discussed in the study.     

Theme restaurants’ servicescape in developing quality of life: The moderating effect of perceived authenticity

This study was designed to investigate the role of servicescape, customer emotion, satisfaction, and perceived authenticity (PA) in the generation process of theme restaurant customers’ quality of life. We employed a survey methodology that used the data collected from theme restaurant customers, conducted structural analysis, and tested for metric invariance. Results showed that our theoretical model explained a sufficient amount of variance in overall quality of life; the hypothesized relationships in our research framework were generally supported; and customer emotion, satisfaction, and subjective well-being were significant mediators. Moreover, the proposed moderating impact of PA was partially supported. Overall, our empirical findings provide a significant contribution toward advancing the knowledge of how servicescape dimensions, customer emotion, satisfaction, subjective well-being, and quality of life are related. Finally, we share insight into how these relationships are affected by PA in the formation of theme restaurant customers’ quality of life.     

Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement

Customer value co-creation behaviors play a crucial part in determining customer satisfaction. However, few restaurant literatures have examined how innovativeness influences customer value co-creation behaviors. This research examined the influence of innovativeness on customer value co-creation behaviors to clarify the mediating effect of customer engagement. Survey data from 501 customers demonstrated that innovativeness and customer engagement are positively related to customer value co-creation behaviors. Moreover, customer engagement mediates the association between innovativeness and customer value co-creation behaviors. This research extends current knowledge on customer co-creation and examines the associations among innovativeness, customer engagement, and customer value co-creation behaviors. Research implications suggest strategic directions for restaurant managers in terms of innovative practices and customer relationship management.     

Contingency variables for customer share of visits to full-service restaurant

This study sought to reveal the direct effect and/or moderating effects of contingency variables in relation to customer share of visits. The hypotheses of this study were tested based on responses from 277 general U.S. full-service restaurant customers, using a series of (moderated hierarchical) regression analyses. The direct effects of social switching costs, lost benefits costs, procedural costs, and intrinsic inertia were positive whereas that of intrinsic variety-seeking was negative on customer share of visits. Consumer involvement and perceived brand heterogeneity were found to enhance the effect of brand preference on customer share of visits.     

Mechanism of customer value in restaurant consumption: Employee hospitality and entertainment cues as boundary conditions

Food quality and employee task performance have been demonstrated to positively influence customer evaluations of restaurant dining experience. This study extends previous research by incorporating customer affective responses to examine the mediating processes underlying the relationships between customer perceptions of task performance/food quality and perceived value. The moderating influences of employee hospitality and entertainment cues on the relationships between customer perceptions of task performance/food quality and their affective responses were also examined. Results from surveying 308 customers of full-service restaurants showed that customer affective responses mediate the relationships between task performance/food quality and perceived value. The results also indicated that the relationship between food quality and affective responses increases with employee hospitability. However, employee hospitability negatively moderates the relationship between task performance and affective responses. Additionally, strong entertainment cues positively reinforce the relationship between task performance and affective responses, but do not significantly affect the relationship between food quality and affective responses.     

Effects of employees’ social exchange and the mediating role of customer orientation in the restaurant industry

This study aims to investigate the consequences of customer-employee exchage at work based on the social exchange theory. Moreover, it is to understand how the social exchange leads to employees’ prosocial service behaviors by investigating the mediating role of customer orientation. This study applied quantitative research design using cross-sectional survey approach by targeting frontline employees who had customer interactions in the full-service restaurant industry. The results present that the more employees have social exchange with customers, the more they tend to show customer service behaviors within and beyond their role requirements. In addition, customer-employee exchage leads to employees prosocial service behaviors indirectly by increasing the level of customer orientation. The theoretical and managerial implications are discussed in the study.     

Service Quality Measurement and Triadic Interaction

Abstract

The authors recognise the importance of the service quality encounter and the critical roles played by three direct stakeholders: customers, front-line staff and operational managers, in the assessment of restaurant service quality. The paper therefore argues the merits of adopting a triadic perspective on restaurant service quality assessment and presents the details of a comparative analysis of stakeholder perceptions of service quality performance that was undertaken in three full-service restaurants in Manchester, U.K. The results showed that service providers tended to overrate the quality of service in full-service restaurants, if customer perceptions are used as the standard of comparison. Managers' ratings showed the least convergence with those of customers whilst there was a high degree of convergence between the perceptions of front-line service providers and customers on many of the dimensions. With the exception of the tangible dimension, there were statistically significant differences in service quality performance between the perceptions of stakeholders. Overall, the results have highlighted areas of particular concern and priority which require more in-depth research with qualitative methods; they therefore support the adoption of a triadic perspective in the assessment of restaurant service quality performance.     

Independent restaurant operator perspectives in the wake of the COVID-19 pandemic

The purpose of this study was to assess the perceptions and attitudes of South Carolina independent full-service restaurant operators in relation to the operational and economic effects of the COVID-19 pandemic. The study utilized a mixed-methods approach that first partnered with local administrative and governmental bodies to disseminate a short survey. The survey was open to respondents for a 5-week period, beginning May 4th, 2020, which was when restaurants were permitted to reopen indoor dining, but with seating capacity restrictions to ensure social distancing. The second qualitative stage employed semi-structured post-survey interviews with selected independent restaurant operators from across the state. The results indicated that 25% of the restaurants polled did not survive the nearly two-month closure. Less than a quarter of respondents were unable to bring back their company’s employees to pre-pandemic levels. The CARES Act financial relief programs were favored by most (81%) of the surveyed restaurant operators. Approximately 65% of the respondents did not feel they could keep their restaurants open if the pandemic restrictions remained in place until 2021. The respondents were split as to the future viability of the hospitality and tourism industry. The study offers guidance and managerial strategies for other independent full-service restaurant operators, as the COVID-19 pandemic continues to evolve.     

Service quality in restaurant operations in China: Decision- and experiential-oriented perspectives

Using the decision- and experiential-oriented perspectives as theoretical guides, this article reported an empirical assessment of service quality in restaurant operations. We proposed and tested a conceptual model of service quality using structural equation modeling. Using data from a sample of 284 customers from two large full-service restaurants in southern China, we investigated the relationships of service quality, customer satisfaction, and frequency of patronage. The results supported the significant links between service quality and customer satisfaction, service quality and repeat patronage, but not customer satisfaction and repeat patronage. The study has provided important insights into service quality and customer satisfaction in the field of restaurant operations.     

The “Mask Effect” on the tips that customers leave restaurant servers

Masks have become the custom among restaurant workers and bartenders as a form of protection against COVID-19. Yet, given the rapid introduction of masks to the uniforms of restaurant servers there is a dearth of extant scholarship that has explored the effects of face coverings on customers’ behaviors. In response, this research offers a preliminary test of the effect of server masks on a common consumer behavior in the full-service restaurant industry—tipping. We review theoretical and empirical reasons suggesting that a mask may have a negative effect on customers’ tipping practices. Potential mask effects on tipping are then explored with a survey experiment that was administered to a large and diverse sample of Amazon Mechanical Turk “workers.” Our results suggest that wearing a mask is not likely to, on average, have a meaningful effect on how much restaurant customers tip their servers. However, we do observe a negative indirect effect of a mask on customer reported tip amount through diminished perceptions of a hypothetical servers’ friendliness. This effect was found to be attenuated among those who are altruistically motivated to tip servers as a way to help them financially. The implications of our results and directions for future research are discussed.     

Customer perceived control and the moderating effect of restaurant type on evaluations of restaurant employee performance

The purpose of this study was to examine the effect of customer perceptions of control within the dining experience on their perceptions of employee performance. The moderating influence of restaurant type on the relationship between perceived control and evaluations of employee performance was also examined. Results indicate that high perceived control leads to higher perceptions of employee performance than low perceived control. Results also suggest that increased control has a greater positive effect on employee performance ratings in fine dining restaurants than in more casual restaurant environments.     

The memorable souvenir-shopping experience: antecedents and outcomes

This study examines the relationship among authenticity, satisfaction, co-creation, memorable souvenir-shopping experiences, and place attachment. A post-holiday web-based survey was conducted among tourists to Rovaniemi, Finland, and a valid sample of 301 tourists was used for data analysis. The survey results show that satisfaction and co-creation during onsite souvenir shopping at a tourism destination create memorable souvenir shopping experiences, and that such memories enhance tourists’ feelings of attachment to the destination. The implications for retail management are that souvenir vendors should offer a large assortment of souvenirs to suit tourists’ individual tastes. Souvenir retailers can enhance customer satisfaction through taking such steps as training personnel on customer shopping satisfaction, extending operating hours, broadening the accepted means of payment, and improving the quality and display of products as well as the external appearance of their shops. Additionally, souvenir retailers should interact with customers and engage in onsite co-creation to arouse interest and attention.     

Unraveling the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands

This study unravels the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands by investigating a multi-step model linking these two variables, in which emotional attachment and relational quality constructs (i.e., brand satisfaction, brand trust, and brand commitment) act as a bridge, while customer involvement acts as a moderator. Based on a self-administered survey dataset of 249 international tourists who are customers of luxury hotel brands, partial least square structural equation modeling (PLS-SEM) is used to test the hypotheses. The results indicate that all proposed hypotheses are supported. As such, this study discovers and clarifies the nature and dynamic mechanism underpinning the co-creation and reciprocation process of customer engagement with luxury hotels. In particular, the positive service experience is found to contribute to customer engagement via emotional attachment and relational marketing. Furthermore, the moderating role of customer involvement in the luxury hotel setting is confirmed.     

The effect of cuisine creativity on customer emotions

The fierce competition in today’s restaurant industry contributes to the need for unique and creative products and services to maintain a competitive edge. There are many studies that examine the effect of physical stimuli on customer emotions in a restaurant setting, but very few investigate the role of food. Furthermore, most studies only include pleasure and arousal as dependent variables. Dominance has not been included. This study bridges these gaps. A questionnaire was used to collect 400 responses from customers of a Michelin-rated restaurant. Structural equation modeling was used to test the impact of cuisine creativity on customer emotions. The results indicate that aesthetics is the most influential factor. Both theoretical and managerial implications of the results are presented.     

The impact of personal and functional aspects of restaurant employee service behaviour on customer satisfaction

Employee behaviour plays a significant role in satisfying restaurant customers, however, there is a paucity of research highlighted personal and functional aspects of employee behaviour and their influence on customer satisfaction. Accordingly, this study aims to bring a deeper insight of the impact of restaurant employee service behaviour on customer satisfaction. Using survey approach, the current study collected data from 212 tourists who had a dining experience in Jordan. The results of data analysis showed that both functional and personal aspects of service behaviour where able to explain customer satisfaction, with higher contribution of personal aspects over the functional ones. Depending on study’s findings, some implications were suggested including a recommendation to foodservice managers to adopt reinforcement programs that improve functional and personal aspects of their employees. A further recommendation was proposed to marketers, to give a higher attention to personal aspects of foodservices in their marketing activities.     

The mediating role of consumption emotions

Although the importance of affective reactions has been emphasized in the service industry, there are still relatively few empirical studies which conclusively explain how consumption emotions induce in a consumption situation and how such emotions play a role in customers’ satisfaction judgments in the context of ethnic restaurants. Accordingly, this study aimed to examine how differently positive and negative emotions mediate the influence of two fundamental values of ethnic restaurant consumption on levels of customer satisfaction. Data obtained through an online survey was analyzed by means of structural equation modeling analysis. Results demonstrate that utilitarian value directly and indirectly affects consumption emotions and customer satisfaction, whereas hedonic value only indirectly affects customer satisfaction through positive emotions. The findings suggest that not every perceived hedonic value leads to customer satisfaction unless customer experience positive emotions from such a value. In that regard, this study holds significant implications to ethnic restaurant marketers.     

Reconstruction of the relationship between traditional and emerging restaurant brand and customer WOM

Customer word of mouth (WOM) is the focus of restaurant research. However, until now, few empirical studies with integrated perspectives have explored whether traditional and emerging restaurants have different paths. To fill this research gap, Study 1 examined 546 customers of time-honored restaurants and proved that brand authenticity affects customer WOM through perceived value and brand identification. Furthermore, that process is positively moderated by cultural involvement. Study 2 conducted a survey of 571 customers in an Internet celebrity restaurant and found that brand personality could promote customer WOM through perceived coolness and brand experience. Moreover, food quality enhanced the process of coolness perception and brand experience. These findings highlight that different paths of brand characteristics lead to a high level of customer perception and brand behavior. In other words, brand psychology and brand behavior occupy different core positions in traditional and emerging restaurants.     

Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance

The tourism industry is characterized by high-contact services in which co-creation of customers plays a major role. This paper develops a conceptual model of customer co-creation of tourism services and empirically tests this model in a travel agency context. Applying a SEM-approach, company support for customers is found to significantly affect the degree of customer co-creation. The degree of co-creation further positively affects customer satisfaction with the service company, customer loyalty, and service expenditures. A test of the moderating effect of the customers' satisfaction with their own co-creation performance on satisfaction with the service company and on service expenditures suggests that those customers who are satisfied with their co-creation activities spend more on their travel arrangements, but that they are less satisfied with the company. Important implications for co-creation theory and practice in high-contact service industries can be derived.     

Customer Expectations of Casual Dining Restaurants: The Case of Liberty Tap Room

The current research examines the importance of restaurant attributes as rated by customers dining in a casual-style restaurant located in a medium-sized city in the Southeast United States. Previous research and the models used to measure customer perceptions of restaurant attributes were reviewed. The assessment instrument chosen for the current study was adapted from DinEX, developed by Antun, Frash, Costen, and Runyan (2010). A total of 92 customers completed the survey over a 10-day period in late August and early September of 2011. Results showed that customers rate food and service attributes as most important when dining out. Attributes related to atmosphere received moderate importance ratings. In using a confirmatory factor analysis, six latent variables emerged: social connectedness, service quality, atmosphere, food quality, healthfulness, and food value. The only statistically significant differences between the factors related to the demographic variables were that females rated the healthfulness of the food options as more important than males, and dinner customers rated the food value as more important than the lunch customers. Implications for restaurant operators and suggestions for further research are discussed.     

Hospitality employee and customer role in value co-creation: Personal,organizational and collaborative outcomes

With the growing frequency and importance of peer-to-peer service exchanges, the role of front-line employees for traditional hospitality service providers is changing. This study is the first to examine differences in value co-creation appraisal between front-line employees and customers. Respondents (N = 720) were equally assigned to either an employee or customer role and performed that role for four different online co-creation scenarios based on destination resort context: co-innovation, co-creation of marketing, co-production, and co-recovery. The results of between-within online experimental design were analysed using repeated measures ANOVA and PLS-SEM. Co-created value was appraised significantly higher by employees and positively affected well-being, satisfaction, and competitive advantage for both employees and customers. Co-created value served as a mediator between the four types of co-creation and outcomes only for customers. The study contributes to understanding roles as knowledge-based resources in value co-creation and provides practical implications for successful value co-creation in hospitality.