Gaining resilience through transformative services in cause-related events: an interaction ritual chain perspective

ABSTRACT

PurposeThis study aims to unlock a ritual chain mechanism that promotes socio-mental (or socio-psychological) resilience. This study draws on interaction ritual chains theory and the concept of transformative service to answer the question of how people could be inspired toward an elevated level of group solidarity, emotional energy, morality and, thus, socio-mental resilience. Design/methodology/approachThis study took a qualitative approach resting upon online reviews and observations from an augmented food festival about hot pot delicacies dedicated to medical workers fighting hard amid the early coronavirus outbreak. FindingsThe results of this study point to four primary ritual outcomes (e.g. emotional energy, group solidarity, symbols of relationships and standards of morality) along with a two-tier micro-macro socio-mental resilience sustainability paradigm. Research limitations/implicationsEmpirical findings from this study could help operators to justify their transformative initiatives as means for customers to replenish their depleted physical and mental resources. Originality/valueThis inquiry presents new nuances to interaction ritual chains. This study also extends the transformative role of hospitality services to accentuate a linkage among individuals, communities and the society.