Document Type

Article

Publication Date

6-2019

Journal / Book Title

Journal of Services Marketing

Abstract

Purpose

The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision.

Design/methodology/approach

This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion) on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive) × 2 (distance: close, far) × 2 (occasion: casual, special) between-subjects factorial design was used.

Findings

The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation and choice, a distance cue for willingness to drive and a dining occasion for willingness to pay.

Practical implications

This paper suggests that restaurant marketers can highlight exemplary service through online reviews, increase profitability by promoting special occasions and geographically expand their market by attracting people to drive for a special dinner.

Originality/value

This paper evaluates the simultaneous interactive effects of multiple cues in service settings. It demonstrates that situational cues moderate the effect of primary cues in online reviews.

DOI

https://doi.org/10.1108/JSM-06-2018-0188

Journal ISSN / Book ISBN

0887-6045

Published Citation

Kim, E.L. and Tanford, S. (2019), "Simultaneous effects of multiple cues in restaurant reviews", Journal of Services Marketing, Vol. 33 No. 5, pp. 521-531. https://doi.org/10.1108/JSM-06-2018-0188

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.