Where everybody knows your name : homophily in restaurant atmospherics

Line, Nathan D. and Runyan, Rodney C. and Costen, Wanda and Frash, Robert and Antun, John M. (2012) Where everybody knows your name : homophily in restaurant atmospherics. Journal of Hospitality Marketing and Management, 21 (1). pp. 1-19. ISSN 1936-8623

Abstract

Atmospherics are an underresearched, yet important aspect of restaurant performance. This study takes an exploratory approach to measurement development, by conceptualizing a social capital scale to measure homophily in five different restaurant settings, and all three traditional meal periods. A national sample of 1,220 restaurant-goers was obtained, and a unidimensional construct reflecting homophily was found overall; for breakfast and lunch periods, and within three of the five restaurant types. We offer insight into these findings, and discuss the use of the scale in future research.