Social regard: a link between waiting for service and service outcomes [An article from: International Journal of Hospitality Management]

This digital document is a journal article from International Journal of Hospitality Management, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
The purpose of this study is to investigate the intervening role that social regard plays in the customer wait situation. Social regard is defined as making the customer feel valued in the social interaction. An experimental study highlights how variables such as actual wait length, friendliness of the service encounter employee and an employee apology can interact to influence service outcomes in a cafe setting. Social regard was shown to be the dominant influence on repeat visitation and positive word of mouth and thus provides further explanatory power to the wait situation.