Purpose: The purpose of this paper is to discuss some common pitfalls in experimental research in the field of hospitality and tourism. It aims to offer recommendations on how to avoid such problems to enhance theory development. Findings: This paper highlights some common pitfalls in...

Purpose: This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect...