The effect of service interaction orientation on customer satisfaction and behavioral intention : The moderating effect of dining frequency

Purpose – The purpose of this paper is to investigate the relationships among interaction orientation, customer satisfaction and behavioral intentions across firms in the hospitality industry. Design/methodology/approach – A self‐administered survey was conducted with a convenience sample of 628 full‐service seafood restaurants. Findings – The empirical results indicate that interaction orientation has positive influences on customer satisfaction in first‐time and frequent diners; interaction orientation positively affects behavioral intentions in frequent diners; and customer satisfaction positively affects behavioral intentions in first‐time and frequent diners. In addition, customer satisfaction is a mediator between interaction orientation and behavioral intentions. Research limitations/implications – The research target of full‐service seafood restaurants limits the generalizability of the findings to a wider population. Originality/value – In addition to insights on how restaurant promotion strategies should fit the needs of individuals with different dining frequencies, the paper offers other ideas to enhance the dining experience.