... under which generative AI strengthens customer experience in interactive marketing contexts. Design/methodology/approach A conceptual model grounded in the elaboration likelihood model (ELM) and human territoriality theory (HTT) was evaluated using survey data from 307 solo diners in Taiwan who had...

... with customer satisfaction. American consumers had a stronger relationship between motivation for social interaction and customer satisfaction. Research limitations/implications Only solo diners in Taiwan and the United States were investigated. The results might not be generalizable to solo diners in other...