Abstract
ABSTRACTIn today’s environment, satisfying and retaining customers is critical; therefore, restaurant managers should consider hygiene practices that customers could encounter during their visit. The purpose of this study was to understand the customers’ perception of employees smoking in the restaurant industry. Specifically, the impact of seeing and smelling cigarette smoke on satisfaction, revisit intention, positive word-of-mouth intention, and perceived value was studied using four scenarios. A web-based questionnaire with 480 responses indicated seeing and smelling cigarette smoke influences customers’ perception. Further analysis showed smelling affects perception more than seeing. Results offer practical and theoretical implications for the restaurant industry.
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