This study develops a multilevel framework that connects customer-to-customer (C2C) interaction quality to brand attachment through customer experience. Two food traits—uniqueness and taste—and service quality are posited to play different roles in this link. This research contributes to the literature on the effects of food traits and service on the experience creation process at upscale restaurants. By including both objective measures from user-generated ratings and subjective measures from customer evaluations of restaurant dining, this research sheds new light on the cross-level direct and moderating effects on the experience creation process, and thus answers the question of when and how this process is contingent on food traits and service of different dining outings. It further contributes to the brand attachment literature by revealing the cross-level moderated mediating effect of customer experience on customer emotional connection to a restaurant brand.

本研究开发了一个多层次框架，通过客户体验将客户对客户 (C2C) 的交互质量与品牌依恋联系起来。两种食物特征——独特性和味道——以及服务质量在这个环节中扮演着不同的角色。这项研究有助于研究食物特性和服务对高档餐厅体验创造过程的影响。通过包括来自用户生成评级的客观测量和来自餐厅用餐顾客评价的主观测量，这项研究揭示了对体验创造过程的跨层次直接和调节作用，从而回答了何时以及如何进行的问题。过程取决于不同餐饮的食物特征和服务。