Consumer Acceptance of Server Recommendations
Borchgrevink, Carl P.; Susskind, Alex M.
Servers are typically encouraged to make recommendations and attempt to up-sell. Little is known, however, about the conditions under which restaurant consumers follow server recommendations. We propose considering this from the perspectives of Mertz’s work regarding the effect of source evaluations on persuasive influence and Ajzen’s theory of planned behavior. Both perspectives yield important insights. Potential research questions are proposed. A few propositions are tested and are generally supportive.
persuasion; selling; service; hospitality; restaurants; management
Required Publisher Statement: © Taylor & Francis. Final version published as: Borchgrevink, C. P., & Susskind, A. M. (2006). Consumer acceptance of server recommendations. International Journal of Hospitality & Tourism Administration, 7(4), 21-41, doi: 10.1300/J149v07n04_02 Reprinted with permission. All rights reserved.