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Effective communication styles for the customer-oriented service employee: Inducing dedicational behaviors in luxury restaurant patrons

Title
Effective communication styles for the customer-oriented service employee: Inducing dedicational behaviors in luxury restaurant patrons
Author
현성협
Keywords
Communication style; Customer orientation of service employee; Enhancement; Cooperation; Advocacy; Luxury restaurant
Issue Date
2012-09
Publisher
Elsevier Science LTD
Citation
International Journal Of Hospitality Management, Sep 2012, 31(3), P.771-785
Abstract
The goals of this study were (1) to identify the optimal facets of communication style for customer-oriented service employees and (2) to examine the ways in which the customer-oriented service employee (COSE) induces luxury restaurant patrons' dedicational behaviors. Customer dedicational behaviors are defined as 'a set of active and positive customer voluntary behaviors towards a business induced by high relationship quality'. Based on the existing body of communication literature, nine types of communication styles were derived. Theoretical relationships between the nine communication styles and the COSE also were developed via literature review, and causal relationships between the COSE and three different types of consumer dedicational behavior styles were subsequently suggested. By integrating the derived theoretical hypotheses, a conceptual model was proposed and then tested utilizing data collected from 527 luxury restaurant patrons. The results of data analysis revealed that five types of communication styles (attentive, friendly, impression leaving, open, and relaxed) bear a positive impact on COSE, while one communication style (contentious) bears a negative impact. It was also found that the customer-oriented service employee plays a critical role in inducing three types of dedicational behaviors in consumers: enhancement, cooperation, and advocacy. The key theoretical and managerial implications of these findings are discussed in the latter part of this article. (C) 2011 Elsevier Ltd. All rights reserved.
URI
https://www.sciencedirect.com/science/article/pii/S0278431911001587?via%3Dihub
ISSN
0278-4319; 1873-4693
DOI
10.1016/j.ijhm.2011.09.014
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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