The role of server-patron mutual disclosure in the formation of rapport with and revisit intentions of patrons at full-service restaurants: The moderating roles of marital status and educational level

Abstract

The purposes of this study are (1) to determine the specific server attributes that have the strongest influences on server?patron mutual disclosure; (2) to examine the causal relationships between server?patron mutual disclosures and rapport with and revisit intentions of patrons; and (3) to investigate the moderating roles of marital status and educational level in the process. Theoretical relationships between server attributes, mutual disclosure, rapport, and patrons’ revisit intentions were derived based on a literature review. Following the collection and analysis of data obtained from full-service restaurant patrons, this study found that three server attributes directly influence two sub-dimensions of mutual disclosure (server disclosure and customer disclosure). Furthermore, mutual disclosure was shown to have a positive impact on rapport, which results in patron revisit intentions. This study also found that marital status and educational level have key moderating functions in the relationship between mutual disclosure and rapport. The possible interpretations and managerial implications of these findings are provided.