The effect of service interaction orientation on customer satisfaction and behavioral intention: The moderating effect of dining frequency

Abstract

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.

Citation

Liang, R. and Zhang, J. (2012), "The effect of service interaction orientation on customer satisfaction and behavioral intention: The moderating effect of dining frequency", Asia Pacific Journal of Marketing and Logistics, Vol. 24 No. 1, pp. 153-170. https://doi.org/10.1108/13555851211192740