作者：Guoquan Wang, Yanbo Yao, Lianping Ren, Guangmei Jia
题名：Turning Moments into Movements: How Idiosyncratic Service Experience Ignites Brand Evangelism in the Hospitality Context
期刊：International Journal of Hospitality Management，2026
摘要：Although existing literature concerning service experience is flourished, scarcely has prior research considered the idiosyncratic service experience and its underlying effect in the hospitality sector. To this end, by applying signaling theory and social exchange theory, a theoretical model was established to investigate the effect of idiosyncratic service experience on brand evangelism, as well as its underlying mechanism and boundary conditions. Three scenario-based experiments was undertaken to test the proposed hypotheses. The findings suggested that idiosyncratic service experience can significantly boost customer’s brand evangelism, with brand intimacy and brand sincerity partially mediating this effect in a parallel way. Besides, one contextual variable - online review solicitation, works as a moderator towards the effect of idiosyncratic service on brand sincerity and brand evangelism. The results yield actionable insights with direct practical applications for the hospitality sector.
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