Service employees’ flirting type and customers’ outcomes in luxury and non-luxury restaurants

Purpose: This study aims to examine whether authentic flirting behavior contributes to positive service outcomes (i.e. rapport and tip size) in luxury vs non-luxury restaurants. Design/methodology/approach: A sample of 261 participants was randomly assigned to reading scenarios depicting four conditions in a 2 × 2 between-subjects design: restaurant status (luxury vs non-luxury) and flirting type: authentic vs fake. Findings: The results showed that rapport mediated the relationship between flirting type and tip size. Moderated mediation analyses further revealed that the mediated relationship was stronger for non-luxury restaurants alone. Whereas authentic flirting amplified rapport and tip size in non-luxury restaurants, it had no effect in luxury restaurants. Originality/value: Flirtatious behavior has not been examined in the context of luxury restaurants. This study provided an opportunity to explore whether flirting would be perceived as unprofessional and as exceeding personal boundaries as in other settings, damaging to the meticulous service experience, or whether interpersonal friendly gestures can take place without undermining the service interaction.