The Effects of Employee Service on Reuse Intention in Upscale Restaurant Service Setting: The Moderating Effect of Spatial Proximity

Abstract

Purpose–This study is to identify the effects of employee service experienced by customers in upscale restaurants on trust toward service employees, service satisfaction, and emotional attachment to employees, as well as to determine the effect of the relationship between these variables on reuse intention. In addition, This study examines the moderating effect of spatial proximity in relation to employee service experience, service satisfaction, employee trust, and emotional attachment. Design/methodology/approach– This study analyzed 290 questionnaires from customers who had the experience of using an upscale restaurant. SPSS Win 21.0 and AMOS 20 version statistical packages were used to verify the reliability and validity of the data. Frequency analysis was used to identify demographic characteristics of respondents. Structural equation model analysis (SEM) verified the suitability and research hypothesis of the research model. Findings– Employee services experienced at upscale restaurants affected service satisfaction, trust toward service employees, and emotional attachment, but employee services had a higher impact on trust toward service employees than other variable relationships. Trust toward service employees affected service satisfaction, emotional attachment, and reuse intention. Emotional attachment also had a significant effect on reuse intention. The moderating effect of spatial proximity was found in the relationship between employee service and trust toward service employees, whereas the moderating effect of spatial proximity was not found in the relationship between employee service and service satisfaction and employee service emotional attachment. Research implications or Originality– Customers who have experienced employee service in upscale restaurants will build trust, so service training and better treatment of front-line employees should ensure that customers have a good relationship with them. In addition, the greater the spatial proximity between the customer and the employee, the higher the degree of trust toward the employee.