An angular vs. circular servicescape? The impact of shape cues and music tempo on solo diners

Abstract

With the increasing number of solo diners, creating a stimulating dining environment for solo diners is of great importance. While angular and circular shape cues are ubiquitous in the service context, their impact on solo dining experiences has been overlooked. Therefore, this research examines the joint effect of shape cues and background music on solo diners’ responses. The findings of Study 1 show that solo diners exhibit higher arousal when exposed to angular (vs. circular) shape cues, leading to enhanced dining experiences and revisit intention. However, such a shape effect is not observed among social diners. Furthermore, the findings of Study 2 demonstrate that the shape effect is more pronounced when solo diners listen to slow-tempo (vs. fast-tempo) music. This study contributes to the growing literature on solo dining and servicescape in hospitality. Our findings provide practitioners with a novel sensory strategy for enhancing solo dining experiences.