Indirect customer-to-customer interactions and experiential value: examining solo and social diners

Abstract

Purpose This study aims to examine whether indirect customer-to-customer interactions (CCI) affect consumers’ behavioral intentions and how that effect is generated. It also explores the effect of dining experience on customer behavioral intentions and how that effect varies by party type. Design/methodology/approach The research consists of an experimental survey-based study of n = 491 real-world consumers from a marketing research panel. Structural equation models are analyzed to examine hypothesized relationships. Findings Indirect CCIs significantly affect all five dimensions of experiential value. Food and beverage (F&B) excellence, aesthetics and service excellence positively affect customer revisit intentions and word-of-mouth intentions via restaurant image. Furthermore, party type moderates the effect of aesthetics on behavioral intentions so that the effect is significant for the social diner group only. Customer return on investment and playfulness show non-significant impacts on behavioral intentions. Practical implications Managers should be aware that indirect CCIs influence all aspects of the restaurant experience. Since F&B excellence, aesthetics and service excellence affect restaurant image and behavioral intentions, management can operationalize these elements of service. The impact of aesthetics differs by consumers’ party type, enabling management to create unique servicescapes based on their target customer segment. Originality/value The study pioneers an investigation of how indirect CCI is associated with behavioral intentions through the mediating effects of experiential value and restaurant image. It contributes to the literature by examining how the impact of diners’ experiences differs by party type.

Foodstagramming as a self-presentational behavior: perspectives of tourists and residents

“…This study identifies a stronger direct effect of extrinsic (vs. intrinsic) value on strategic self-presentation, which sheds light on the functional differences between extrinsic value and intrinsic value in the self-presentation mechanism. This goes beyond the prior food experience research by advancing the literature on the role of food experiential value in affecting consumer behavior (Han et al , 2022; Yousaf, 2022). Besides, the outcomes suggest that strategic self-presentation can be stimulated by consumer confidence in creating a favorable image (Wong et al , 2019; Zhu et al , 2019).…”

“…In the foodstagramming context, food experiential value is one’s assessment of environmental stimuli, consisting of extrinsic and intrinsic aspects. From this perspective, it is cultivated in the environment where food experience is generated and exchanged (Han et al , 2022; Yousaf, 2022). Consumers’ food experience plays a pivotal role in providing them with self-presentational resources (e.g.…”

“…Additionally, learning and experience can improve an individual’s self-efficacy (Luthans and Peterson, 2002). Dining on local food brings new knowledge and experiences to consumers, which in turn enhances their capacities to identify the food for social media sharing (Han et al , 2022; Yousaf, 2022). Therefore, self-efficacy not only leads to self-presentational behavior but also can be enabled and strengthened by having positive food experiences.…”

An examination of value co-creation drivers in Ghana's hotel setting: a micro-level approach

“…This may not only be a source of experiential or social benefit and thus the purpose of the exchange, but also the value resulting from the interactions are co-created between employees, the guest in question and other guests based on their unique needs (Norris et al , 2022). Consequently, such interactions can influence such actors' willingness to engage in future VCC interactions (Han et al , 2022) or future re-purchase intention. Yet, authors call for further studies to understand the different co-creation behaviours (Rong-Da Liang, 2022; Roy et al , 2020; Waseem et al , 2021), given the varied motivations underlying actor's VCC participation.…”

“…Research in this area has increased, however, attention has mostly been on customers (Cheung et al , 2021; Im and Qu, 2017; Preko, 2020; Rong-Da Liang, 2022; Roy et al , 2020; Torfing et al , 2019) from developed nations (Wang et al , 2022) and how only customers could be exposed to creating unique experiences (Anshu et al , 2022; Harkison, 2018) and, thus expect hotel management to take care of that (Agnihotri et al , 2021). This becomes necessary for preventing service failures when trying to connect with customers and involve them in a service recovery process (Han et al , 2022), especially during the COVID-19 pandemic (Kahveci, 2022). Interestingly, undertaking a service recovery exercise might require the integration of employees and guests resources (time, skill, effort).…”