Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 116, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2023.103624
Keywords
Service ritual; Brand evangelism; Interaction Ritual Chains theory; Social phobia; Employee -to -customer interaction quality
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This research examines how a restaurant service ritual might influence brand evangelism through employee-to-customer interaction quality and positive memory. The study found that socially phobic individuals showed stronger brand evangelism in the absence of a ritual, while the results were reversed in the presence of a ritual.
This research used a conceptual model to examine how a restaurant service ritual might influence brand evangelism through employee-to-customer (E2C) interaction quality and positive memory, based on the Inter-action Ritual Chains (IRC) theory. To evaluate the proposed hypotheses, three scenario-based experiments were used. The results indicated that customers served through the use of ritualistic behavior were more likely to perceive high-quality E2C interaction and build positive memories, eliciting stronger brand evangelism, and that social phobia served as a moderator. In the ritual-absent service condition, socially phobic customers showed stronger brand evangelism, while the results reverse in the ritual-present service condition. These findings offer insight for restaurant managers relating to the design of their service blueprint.
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