Effects of social interaction flow on experiential quality, service quality and satisfaction: moderating effects of self-service technologies to reduce employee interruptions

This paper uses two studies to explore how experiencing a state of flow in social interactions influences assessments of dining out among customers engaged in socialization with friends, family members or colleagues. The paper further tests the moderating effect of self-service technologies, which reduce employee interruptions, on the association between customers' flow state and assessments of experiential quality, service quality and satisfaction. The results suggest that experiencing a state of flow in social interactions is a critical determinant of experiential quality, service quality and satisfaction. Interruptions to this flow state by service employees can have significant negative consequences on experiential quality, service quality and satisfaction. These negative influences can be mitigated by the use of self-service technologies, which facilitate a social flow state and increase perceptions of experiential quality, service quality and satisfaction.