All at once or one by one? A dual-process model of the effect of service delivery approaches on customer satisfaction

IF 8.3 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-09-18 DOI:10.1016/j.ijhm.2025.104457

Chenhan Ruan , Jie Liu , Wenhui Sun , Jun Pang

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引用次数: 0

Abstract

Restaurant servers often need to proactively provide complementary items based on the characteristics of the dishes to create a satisfying dining experience. Restaurants face a fundamental choice between two delivery approaches: concentrated delivery, where all required items are provided simultaneously upon order placement, and dispersed delivery, where items are distributed sequentially in line with the meal's progression. This research examined the impact of these service delivery approaches on customer satisfaction. Across four studies, we found that concentrated service leads to higher customer satisfaction than dispersed service. This effect is driven by a dual-process mechanism of customers’ perceptions of server competence and their immersion in the dining experience. Moreover, two boundary conditions moderate the positive effect of concentrated service: it is diminished when customers have a higher need for interaction or when the restaurant is more crowded. This research contributes to service marketing literature and offers actionable insights for service design.

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一次全吃还是一个一个吃？服务提供方式对顾客满意影响的双过程模型

餐厅服务员通常需要根据菜肴的特点主动提供补充项目，以创造令人满意的用餐体验。餐馆面临着两种递送方式之间的基本选择：一种是集中递送，即在下单时同时提供所有所需的物品；另一种是分散递送，即物品按照用餐的顺序分发。本研究考察了这些服务提供方式对客户满意度的影响。在四项研究中，我们发现集中式服务比分散式服务带来更高的客户满意度。这种效应是由顾客对服务员能力的感知和他们对用餐体验的沉浸双重过程机制驱动的。此外，两个边界条件调节了集中式服务的积极效应：当顾客对互动的需求更高时，或者当餐厅更拥挤时，这种积极效应就会减弱。这项研究有助于服务营销文献，并为服务设计提供可操作的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.