Simultaneous effects of multiple cues in restaurant reviews

• Published in: The Journal of services marketing Vol. 33; no. 5; pp. 521 - 531
• Main Authors: Kim, Esther L, Tanford, Sarah
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 27.09.2019; Emerald Group Publishing Limited
• Subjects: Attitudes; Consumers; Customer services; Decision making; Influence; Purchasing; Quality of service; Restaurants; Service industries; United States > US; e-WOM; Involvement; Service expectations; Marketing decision-making; Customer reviews
• ISSN: 0887-6045; 2054-1651
• DOI: 10.1108/JSM-06-2018-0188

Purpose The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision. Design/methodology/approach This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion) on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive) × 2 (distance: close, far) × 2 (occasion: casual, special) between-subjects factorial design was used. Findings The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation and choice, a distance cue for willingness to drive and a dining occasion for willingness to pay. Practical implications This paper suggests that restaurant marketers can highlight exemplary service through online reviews, increase profitability by promoting special occasions and geographically expand their market by attracting people to drive for a special dinner. Originality/value This paper evaluates the simultaneous interactive effects of multiple cues in service settings. It demonstrates that situational cues moderate the effect of primary cues in online reviews.