Identifying and Understanding the Intersectional Cues That Matter for Customers in Speed Dating Events

Abstract

This study has investigated intrinsic and extrinsic intersectional cues taken into consideration by consumers when evaluating a product or a service at the intersection between the hospitality industry and the dating industries. The five main contributions of this study are as follows. First, the cue theory is a valid approach to investigate industry‐specific and intersectional products and services alike. Second, understanding of customer needs in the hospitality industry is partial, as existing research is based only on industry‐specific examples. Third, speed dating events could potentially be a competitive advantage for bars and restaurants. Fourth, online reviews are not always the most suitable and reliable data, as consumers are sometimes adopting a protective self-presentation attitude, particularly when frustrated about something. Finally, events are characterized by the types of activities participants are involved in: their level of involvement, encounters, and emotions experienced.