How luxury restaurants build brand love through idiosyncratic service experiences: a double-moderated mediation model

Kuo-Chien Chang (), Yi-Sung Cheng () and Yao-Chin Wang ()
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Kuo-Chien Chang: Chihlee University of Technology
Yi-Sung Cheng: Western Carolina University
Yao-Chin Wang: University of Florida

Service Business, 2024, vol. 18, issue 3, No 9, 555-582

Abstract: Abstract This study examined the mediating effect of customer gratitude as well as the moderating influences of perceived customer centricity and perceived emotional competence on the relationship between idiosyncratic service experiences and brand love. A sample of 1,160 customers of targeted luxury restaurants was gathered. The results indicate that idiosyncratic service experiences lead to customer gratitude, especially when customers perceive stronger customer centricity. Customer gratitude in turn leads to brand love, particularly when customers perceive high emotional competence in employees. Moreover, perceived customer centricity and perceived emotional competence respectively serve as first- and second-stage moderators affecting the predictors of brand love.

Keywords: Luxury restaurant; Idiosyncratic service experiences; Perceived customer centricity; Perceived emotional competence; Customer gratitude; Brand love (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11628-024-00572-0

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