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Where everybody knows your name: homophily in restaurant atmospherics

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<mark>Journal publication date</mark>01/2012
<mark>Journal</mark>Journal of Hospitality Marketing and Management
Issue number1
Volume21
Number of pages19
Pages (from-to)1-19
Publication StatusPublished
<mark>Original language</mark>English

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.