The impact of customer education on customer participation, functional service quality and trust in restaurant services

Cheng-Yue Yin and Xue Yang

International Journal of Services, Economics and Management, 2009, vol. 1, issue 3, 233-249

Abstract: Previous studies have provided evidence that customer education play an important role in building service quality, customer trust and relationship commitment, but these studies have focused almost exclusively on complex services, such as financial services. This study extends the current work to examine the impact of customer education in restaurant services. A conceptual framework is proposed to explain how customer education affects customer participation, functional service quality and trust. Data were collected by using a videotape simulation of a cooking education program in a real restaurant, 258 participants were asked to be involved in a role-playing process and then complete the questionnaire. The results of a structural equation model suggest that the main effect of customer education on customer participation, functional quality and trust were significant; customer participation also affects functional service quality and trust, but not the relationship between customer participation and trust. Implications of the study and future research are discussed.

Keywords: customer education; customer participation; functional service quality; customer trust; service management; restaurant services; relationship commitment; simulation; cooking education. (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=22965 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:injsem:v:1:y:2009:i:3:p:233-249

Access Statistics for this article

More articles in International Journal of Services, Economics and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().