How face-to-face feedback influences guest outcome evaluation of co-production: Changing or shaping guest experiences?

Recent studies of the co-production process have indicated that written feedback influences consumer satisfaction with their own self-production This study investigated whether the use of more direct face-to-face feedback might further increase guest satisfaction with own self-production when involved in food and drink preparation activities. Two experiments were conducted to compare two different types of verbal feedback. One was relatively neutral while the second one was more enthusiastic. The latter was more significantly appreciated, and it reinforced the attractiveness of verbal over written feedback. The experiments were designed based on the self-presentation theory. The ways in which respondents in two experiments presented themselves is also discussed.