The idea of interaction orientation was first developed by Ramani and Kumar (2006),
who stated that it reflects a firm’s ability to interact with its individual customers and to
take advantage of the information obtained from them through successive interactions
in order to achieve profitable customer relationships. Interaction orientation in this study represents restaurants’ ability to interact with individual diners and obtain
information from them to maintain profitable and long-term relationships. It is
composed of four main elements, as follows: