 The impact of demographic similarity on customers in a service settingErin Cavusgil, Serdar Yayla, Omer Cem Kutlubay and Sengun Yeniyurt Journal of Business Research, 2022, vol. 139, issue C, 145-160 Abstract: Consumers share the physical environment with other consumers in various service settings. The presence of other consumers is a critical part of the service experience and can influence consumer behavior. What is the underlying impact of fellow customers in service settings? To address this research question, we examine how the demographic (age, race, gender, and income) similarity of other consumers in a service setting impacts one’s attitude and behavior. Specifically, we examine consumers’: (i) intention to return, and (ii) expenditure. Analysis of a large database (216,082 consumer visits to 236 restaurant brands in the United States and Canada) suggest that age, gender and income similarity between the focal customer and other customers increases intention to return. Furthermore, results indicate that age and income similarity among customers increases customer expenditure. However, race and gender similarity among customers decreases customer expenditure. Theoretical and managerial implications of the findings are discussed. Keywords: Customer expenditure; Intent to return; Demographic similarity; Age similarity; Race similarity; Gender similarity; Income similarity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:139:y:2022:i:c:p:145-160 DOI: 10.1016/j.jbusres.2021.09.030 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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