Here’s why we like restaurants that treat us badly
Slow service and rude waiters could actually be for our benefit
The customer is not always right. At least, that’s what this research seems to show. Marketing professor Vassilis Dalakas told Munchies that there are two factors that make up customer service. First, there’s “technical quality”, which refers to the outcome of the service. Then there’s “functional quality”, the way in which the service is given. As Munchies put it, “the process of getting your food is separate from the quality of the food itself”. Dalakas notes “customers may tolerate bad service from a food vendor if they feel the food provided is truly great”. Now, here’s where things get scientific. “Experiences which exceed our expectations lead to an increase in dopamine”, psychology professor Matt Johnson told Munchies. “[This] increases our drive to repeat that experience”.
That means that if a restaurant boasts bad service, then serving an extra special meal will make us love it all the more. What’s more, if restaurant reviews tell you an eatery is amazing, you’ll withstand whatever rudeness comes your way. “The rudeness becomes part of the hype and we live in a hype-heavy culture where enduring bad treatment becomes a badge of honor”, notes psychology professor Dr. Ramani Durvasula, in a statement to Munchies.
So there you have it. If you find yourself tolerating bad service for great food, it’s probably because your brain (and hype) told you to.
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