Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
METHOD 
Participants and Procedure 
Participants were recruited from a convenience sample of hospitality program alumni of a northeastern US 
university. An invitation email was sent to potential participants with a link to an online survey questionnaire. After 
being advised of their rights to participate, participants were asked to read a pair of scenarios describing a 
customized service experience and a non-customized service experience and respond to 28 questions. In the 
customized service via IT scenario, when a couple, Mr. and Mrs. Anderson, entered a restaurant (Avery’s 
restaurant), they showed the hostess a restaurant dining card that had individual information stored. This allowed 
the hostess to greet them by name, lead them to a preferred table, and receive menu suggestions based on their 
preferences. In the non-customized service scenario, the couple was greeted without calling their name, asked 
where they wanted to be seated and did not receive suggestions from a service staff member (Devin’s restaurant). In 
both scenarios, the service was described as courteous and prompt. While holding the content consistent, the 
appearance order of the two scenarios was random via a programming code embedded in the online survey web 
page in order to minimize the potential bias. Participants then were asked to evaluate the perceived service quality 
in both scenarios and report on their perceived value and loyalty to the restaurants. A copy of the survey may be 
obtained from the lead author. 

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