The Impact Of Other Customers’ Incivility On Focal Customer Behavioral Intention: The Role Of Visit Frequency

Abstract

In the context of service encounters, customers attitudes and behavioral intentions are usually affected by the behavior of other customers. This paper examines how the incivility of other customers affects focal customers attitude and their behavioral intentions when dining in a restaurant environment. This study found that the focal customer attitude mediates other customers' incivility and the behavioral intention of focal customers. This paper also studies the moderating effect of visit frequency between other customers' incivility and focal customer attitude. Specifically, when the focal customer is a first-time customer, other customers' incivility has a greater impact on the attitude of the focal customer. Finally, this paper provides theoretical and practical implications.