Journal
INTERNATIONAL JOURNAL OF HOSPITALITY & TOURISM ADMINISTRATION
Volume 16, Issue 3, Pages 290-309Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/15256480.2015.1054758
Keywords
service environment; servicescape; social servicescape; social factors
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While most previous research has focused on the physical service environment, research on the social aspect in the service environment is scant. This study examined how social factors (employees, other customers, social crowding, and rapport) in the service environment influence restaurant image and customers' behavioral intentions. Based on past research, a theoretical framework was developed and the data collected from online surveys was analyzed through structural equation modeling. Our findings, based on a survey of 500 participants, suggest that social factors influence restaurant image and, consequently, behavioral intentions.
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