How does ritualistic service increase brand evangelism through E2C interaction quality and memory? The moderating role of social phobia

Abstract

This research used a conceptual model to examine how a restaurant service ritual might influence brand evangelism through employee-to-customer (E2C) interaction quality and positive memory, based on the Interaction Ritual Chains (IRC) theory. To evaluate the proposed hypotheses, three scenario-based experiments were used. The results indicated that customers served through the use of ritualistic behavior were more likely to perceive high-quality E2C interaction and build positive memories, eliciting stronger brand evangelism, and that social phobia served as a moderator. In the ritual-absent service condition, socially phobic customers showed stronger brand evangelism, while the results reverse in the ritual-present service condition. These findings offer insight for restaurant managers relating to the design of their service blueprint.