How important is human service for sustainable restaurant businesses?

Abstract

PurposeThis study focused on human services, which are gradually disappearing from the food service industry owing to rising labor costs and the aftermath of COVID-19. Design/methodology/approachThe study used the extended values, beliefs, and norms (VBN) theory to examine the relationship between human service attributes and customers' revisit intention. We analyzed the causal relationships between the human service attributes of “trust,” “friendship,” and “customization,” and customers' perceived values, beliefs, norms, and revisit intention. In addition, multi-group analysis was performed according to the restaurants’ menu types. An online survey was conducted in January 2021 with adults aged 18 years or older who visited restaurants that provide human services within the past six months. The final sample included 314 participants. FindingsThe human service attributes of “friendship” and “customization” had a positive effect on the perceived value, and the “perceived value” had a positive effect on beliefs. “Beliefs” and “social norms” had positive effects on personal norms, whereas “personal norms” and “social norms” had positive effects on revisit intention. Additionally, restaurants’ menu types had a partially moderating effect. The results of this study have implications for the establishment of a successful service environment for restaurants, especially after the COVID-19 public health restrictions were lifted. OriginalityThis study is among the first ones to use the VBN theory for human services in the casual dining industry.