Where Everybody Knows Your Name: Homophily in Restaurant Atmospherics

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.

Keywords:

• DINEX
• restaurant atmospherics
• homophily
• hospitality
• scale development