The Effect Of Service Interaction Orientation On Customer Satisfaction And Behavioral Intention: The Moderating Effect Of Dining Frequency

The purpose of this study is to examine the relationships among interaction orientation, customer satisfaction and behavioral intention, as well as the mediating role of customer satisfaction between interaction orientation and behavioral intentions. A self-administered survey was conducted with 628 convenience samples. The empirical results indicate that interaction orientation has positive influences on customer satisfaction in first-time and frequent diners, interaction orientation positive affects behavioral intentions in frequent diners, and customer satisfaction positive affects behavioral intentions in first-time and frequent diners. In addition to insights on how restaurant promotion strategies should fit the needs of individual with different dining frequencies, other ideas to enhance the dining experience are also offered.