Effects of Extended Social Servicescape on Restaurant Customers' Emotions and Behavioral Intentions: Focusing on the Dimension of Meta‐Others

In modern eating‐out culture, consumers actively share their experiences and express their preferences through social media, with dining seen as a means of self‐expression and social interaction. Therefore, this study explores the extended social servicescape and its effects on customer emotions and behavioral intentions, introducing a new dimension of “meta‐others.” A survey of 408 South Korean restaurant consumers revealed that positive employee characteristics significantly increased (decreased) positive (negative) emotions. Within the dimension of other customers, positively displayed emotions influenced both positive and negative emotions, whereas general characteristics did not. In the dimension of meta‐others, co‐experiences enhanced (reduced) positive (negative) emotions, whereas social connectedness affected only positive emotions. Furthermore, customers' positive (negative) emotions fostered (inhibited) favorable behavioral intentions. This study offers theoretical and practical implications for understanding social dynamics in dining contexts and for designing effective service processes and marketing strategies that enhance customers' experiences and business performance.