Social regard: A link between waiting for service and service outcomes

Ken Butcher, Troy Heffernan

Research output: Contribution to journalArticle

18 Citations (Scopus)


The purpose of this study is to investigate the intervening role that social regard plays in the customer wait situation. Social regard is defined as making the customer feel valued in the social interaction. An experimental study highlights how variables such as actual wait length, friendliness of the service encounter employee and an employee apology can interact to influence service outcomes in a cafe setting. Social regard was shown to be the dominant influence on repeat visitation and positive word of mouth and thus provides further explanatory power to the wait situation.
Original languageEnglish
Pages (from-to)34-53
Number of pages20
JournalInternational Journal of Hospitality Management
Issue number1
Publication statusPublished - 2006

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