Linking social servicescape and restoration in dining settings: the moderating role of substantive servicescape

Abstract

PurposeWhile the rise of chain restaurants has attracted increasing research interest, few studies have taken servicescape into consideration to examine its effects on transformative service outcomes. This study aims to assess how social service elements can provide customers with restorative qualities, though social components are considered vital in constituting a dining locale's servicescape (AKA Social Servicescape).Design/methodology/approachThe study fills the void above by undertaking a survey-based quantitative research method. Using online surveys with a sample of 306 diners, the study employed structural equation modeling to explore a proposed moderated mediation model. A post-hoc interview followed to provide qualitative data to complement the findings developed from surveys.FindingsResults first point to a positive relationship between social servicescape and attention restoration. Moreover, the authors unveil that substantive servicescape has a moderating effect on the relationship of interest, suggesting the interplay of social and built servicescape in promoting restorative experiences.Research limitations/implicationsSocial and built stimuli can be intertwined to offer restorative qualities for customers. Through such an intertwined network of relationships, one may derive better mental health resources from hospitality settings.Originality/valueThis research presents new nuances to the existing field of inquiry by linking social servicescape and restoration through an intertwined network of attentional recovery.