Customers' Responses to Customer Orientation of Service Employees in Full‐Service Restaurants: A Relational Benefits Perspective

Abstract

The interpersonal interaction between service employees and customers influences service quality, customer satisfaction, and customer loyalty. The importance of maintaining an enduring relationship with customers is generally accepted in the marketing literature and field. In an effort to incorporate these two convictions, this study was designed to investigate how the customer orientation of service employees (COSE) affects customers' perceptions of relational benefits and ultimately contributes to repurchase intention in the full‐service restaurant context. Findings indicate that relational benefits, enhanced by COSE, positively influence customers' favorable inequity perception, customer satisfaction, and repurchase intention.