The effect of service interaction orientation on customer satisfaction and behavioral intention
Purpose – The purpose of this paper is to investigate the relationships among interaction orientation, customer satisfaction and behavioral intentions across firms in the hospitality industry. Design/methodology/approach – A self‐administered survey was conducted with a convenience sample of 628 full‐service seafood restaurants. Findings – The empirical results indicate that interaction orientation has positive influences on customer satisfaction in first‐time and frequent diners; interaction orientation positively affects behavioral intentions in frequent diners; and customer satisfaction positively affects behavioral intentions in first‐time and frequent diners. In addition, customer satisfaction is a mediator between interaction orientation and behavioral intentions. Research limitations/implications – The research target of full‐service seafood restaurants limits the generalizability of the findings to a wider population. Originality/value – In addition to insights on how restaurant promotion strategies should fit the needs of individuals with different dining frequencies, the paper offers other ideas to enhance the dining experience.
Year of publication: |
2012
|
---|---|
Authors: | Liang, Rong‐Da ; Zhang, Jun‐Shu |
Published in: |
Asia Pacific Journal of Marketing and Logistics. - Emerald Group Publishing Limited, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 24.2012, 1, p. 153-170
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Taiwan | Consumer behaviour | Customer satisfaction | Restaurants | Interaction orientation | Behavioral intentions | Dining frequency |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Wu, Hung-che, (2014)
-
Ban, Joowon, (2022)
-
Impact of self-service factors on customer value : how customer behavioral intentions are formed?
Su, Hsiang-Ting, (2021)
- More ...