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THE ROLE OF EFFECTIVE SERVICE PROVIDER COMMUNICATION STYLE IN THE FORMATION OF RESTAURANT PATRONS' PERCEIVED RELATIONAL BENEFITS AND LOYALTY

Title
THE ROLE OF EFFECTIVE SERVICE PROVIDER COMMUNICATION STYLE IN THE FORMATION OF RESTAURANT PATRONS' PERCEIVED RELATIONAL BENEFITS AND LOYALTY
Author
현성협
Keywords
Communication style; rapport; relational benefits; relationship quality; loyalty; luxury restaurant
Issue Date
2011-04
Publisher
Taylor & Francis LTD
Citation
Journal of Travel & Tourism Marketing, 2011, 28(7), P.765-786
Abstract
The purposes of this study were to examine the optimal service provider communication style for maximizing patrons' perceived relational benefits, and to examine how perceived relational benefits influence relationship quality and loyalty within the luxury restaurant industry. A review of current communication literature was conducted, and three types of communication styles were derived. Based on the theoretical causal relationships between the proposed constructs in this study, 16 hypotheses were derived, thus creating a conceptual model. The proposed model was tested utilizing data collected from 527 luxury restaurant patrons. The results of data analysis revealed two major findings: (a) a task-orientation communication style enhances patrons' perceived confidence benefits and deepens relationship quality, thus creating patron loyalty; and (b) an interaction-orientation communication style induces rapport between service provider and patrons, thus helping to maximize patrons' perceived relational benefits. Finally, it leads to patron loyalty. Based on these findings, theoretical and managerial implications are discussed.
URI
https://www.tandfonline.com/doi/abs/10.1080/10548408.2011.615255
ISSN
1540-7306; 1054-8408
DOI
10.1080/10548408.2011.615255
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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