Customer Orientation of Service Employees and Rapport: Influences On Service-Outcome Variables in Full-Service Restaurants

Abstract

The purpose of this study is to investigate the influence of the construct of “customer orientation in service employees” (COSE) on service-outcome variables. In particular, the study assesses (a) the direct influence of COSE on two service-outcome variables (“customer satisfaction” and “affective commitment”); (b) the indirect influence of COSE on these two variables via the mediating construct of “rapport”; and (c) ultimately, the effect of COSE on “repurchase intention” via the other variables. The article develops a conceptual model of the constructs involved (COSE, “rapport,” “customer satisfaction,” “affective commitment,” and “repurchase intention”) and proposes hypotheses regarding the relationships within the model. The conceptual model and hypotheses are then tested in a sample of customers of full-service restaurants. The study finds that COSE enhances customer satisfaction and affective commitment, and that rapport mediates the effects of COSE on these variables. The study also finds that COSE ultimately enhances repurchase intention via these variables. The study thus confirms the importance of COSE and rapport in enhancing customer satisfaction and retention in the food-service industry.