Social penetration theory
Server-patron mutual disclosure in restaurant industry

As social penetration theory suggests, disclosure reciprocity induces positive emotion which is essential for retaining close and enduring relationships. In the service industry, compared with securing new customers, maintaining long-term relationships with existing customers is more cost-effective. Hwang et al. indicates that mutual disclosure is the vital factor for establishing trust between customers and servers. Effective server disclosure, such as sincere advice about menu choices and personal favorite dishes, can elicit reciprocity of information exchange between servers and customers. The received information regarding to the taste and preference of the customers then can be used to provide tailored services, which in turn can positively strengthen customers' trust, commitment and loyalty toward the restaurant.
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