Purpose
This paper aims to examine consumers’ behaviors toward personalized services offered by branded mobile apps in the food service industry by applying privacy calculus theory and technology ...acceptance model (TAM). Further, this research identified the moderating role of technology anxiety.
Design/methodology/approach
An online survey was carried out to investigate the role of personalization on continuance intention toward branded mobile apps. In total, 348 valid responses were analyzed to test hypotheses using structural equation modeling.
Findings
The results show that personalization had significantly affected perceived benefit, perceived risk and perceived ease of use. Perceived benefit had positive effects on perceived value of disclosure, but perceived risk did not affect perceived value of disclosure. Perceived value of disclosure and perceived ease of use were linked to trust. Trust, in turn, positively affected intentions to use mobile apps. With regard to the moderating effect of technology anxiety, it had a significant moderating impact on the relationship between personalization and perceived risk. However, it did not moderate the relationship between personalization and perceived benefit.
Practical implications
The findings of this study could provide useful theoretical and practical implications related to the successful implementation of mobile marketing.
Originality/value
This study proposes the integrated model of privacy calculus theory and the TAM for deeper understanding of the customers’ responses toward personalization of branded mobile apps.
In order to address a lack of comprehensive evaluation of restaurant quality, this study extends Mehrabian and Russell's stimulus–organism–response framework by incorporating restaurant-specific ...stimuli and including restaurant-specific measures of emotion. Using structural equation modeling, this study shows that atmospherics and service function as stimuli that enhance positive emotions while product attributes, such as food quality, act to relieve negative emotional responses. Results also suggest that positive emotions mediate the relationship between atmospherics/services and future behavioral outcomes. The results are theoretically and practically meaningful because they address the relationships among three types of perceived quality (product, atmospherics, and service), customer emotions (positive/negative), and behavioral intentions in the restaurant consumption experience. Managerial implications, limitations, and future research directions are also suggested.
The coffee industry has grown into a highly competitive management environment, which has led to the contemplation of differentiated marketing strategies as tools for business success. Practitioners ...operate their own SNS brand pages to encourage customers to participate and engage in two-way interpersonal marketing practices that can generate value co-creation. This paper aims to explore the relationships among the types of value offered by SNSs, brand attitude, and customer value-co-creation behaviors in the hospitality context, by employing the Value–Attitude–Behavior model. Data were collected via an online survey research company and analyzed by PLS-SEM using SmartPLS 3.0 and Jamovi 1.0 software packages. A quantitative research method was carried out with a total of 406 adults in South Korea who had had both on-site and SNS coffee brand experiences within three months of the survey. The results of this study can be summarized as follows. First, information-seeking, entertainment, and expressive value all had a significant positive effect on brand attitude. Second, brand attitude had a significant positive effect on both customer participation behaviors and customer citizenship behaviors. The results of the current study suggest useful implications in that the usage of SNSs as marketing communication tools can influence not only online but also offline brand attitudes and customer value-co-creation behaviors.
This research conducted three studies to develop a scale for measuring the service quality of fresh food delivery platforms. In Study 1, the scale development stage, a total of 55 items were ...generated via literature reviews, text mining, and expert interviews. In Study 2, the preliminary assessment stage, the first consumer survey (n = 550) was conducted to purify and refine the items derived from Study 1 using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Lastly, in Study 3, the second consumer survey (n = 570) was carried out to validate the scale using CFA. Ultimately, Food PlatQual scale, consisting of 25 items with seven dimensions: “information quality”, “price”, “product assortment”, “problem resolution”, “delivery quality”, “ease of use”, and “trendiness”. The current study is expected to offer a theoretical basis for future research as well as offer useful managerial implications for sustainable fresh food delivery platform services.
Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze ...the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.
This study investigates the effects of customers’ perceptions of multidimensional corporate social responsibility (philanthropic, ethical, legal, and economic) on brand equity in the restaurant ...industry, specifically by examining the case of Starbucks in Korea. Furthermore, this study examines whether consumers with a high degree of ethical consumerism form more positive brand equity perceptions of restaurants than other consumers do. The results showed that ethical, legal, and economic aspects of corporate social responsibility had a significant influence on consumers’ perceptions of brand equity, while philanthropic corporate social responsibility did not. The analysis of moderating effects showed that consumers with high levels of ethical consumerism exhibit stronger relationships between economic corporate social responsibility and restaurants’ positive brand equity. Theoretical and managerial implications are discussed.
Purpose
It is important for restaurants’ social networking sites (SNSs) to provide a flow experience because it encourages positive brand responses and attracts consumers. However, there is a paucity ...of research on SNS flow experience in the restaurant industry, and more importantly, most of the research is focused only on online behavior. Therefore, this study aims to investigate how SNS flow antecedents (skill, challenge, telepresence and time distortion) influence overall flow, SNS satisfaction and offline restaurant purchase intentions. In addition, this study examined the mediating role of SNS satisfaction between flow and offline purchase intentions.
Design/methodology/approach
An online survey was carried out to examine the patron’s flow experiences. 517 valid responses were analyzed to test hypotheses using structural equation model.
Findings
The results indicated that four antecedents of SNS flow positively influenced overall flow. Specifically, time distortion was the most influential antecedent. Overall flow positively influenced SNS satisfaction and offline purchase intentions. Furthermore, SNS satisfaction acted as a mediator between overall flow and offline purchase intentions.
Practical implications
The findings provide not only new insights for restaurant managers to implement SNS marketing but also several strategies to encourage consumer’s flow on restaurant SNS.
Originality/value
This study investigated the theoretical framework of flow experience more in depth than previous research as dealing with four dimensions of SNS flow antecedents: skill, challenge, telepresence and time distortion.
Purpose - This study aims to investigate interrelationships among perceived service fairness, emotions and behavioral intentions in a restaurant context.Design methodology approach - Data were ...collected from two casual dining restaurants in the USA. The data were analyzed following Anderson and Gerbing's two-step approach, utilizing both a measurement model and a subsequent structural model.Findings - This study shows different roles for each fairness perception in relation to emotions and behavioral intentions based on the Mehrabian-Russell model. Setting reasonable prices and providing efficient services in a timely manner were found to be the key to negate negative emotion. At the same time, the findings suggest that providing high-quality tangible outcomes and intangible services are critical to evoke positive emotions and eventually to generate future favorable behaviors.Research limitations implications - The data were collected from only casual dining restaurants. Therefore, generalizing the results to other segments of the restaurant industry may not work.Practical implications - The results of this study can help restaurant managers to develop more effective and efficient strategies for ensuring fairness, thus resulting in higher levels of customer retention and profits.Originality value - Compared with previous fairness studies, which have focused exclusively on the role of justice after service failure and recovery, this study considers all service delivery contexts (with or without service failure) in order to provide a richer portrait of service fairness. Also, this study contributes to the services marketing and consumer behavior literature by shedding light on the issue of "fairness" as an axiom for evaluating services in restaurants.
Purpose - This study aims to identify key quality attributes that significantly distinguish highly satisfied diners from non-highly satisfied diners.Design methodology approach - Data were collected ...from four mid-to-upper scale restaurants: two in a mid-western city and two in an eastern city in the USA. Logistic regression was used to determine which quality attributes are critical in distinguishing highly satisfied diners from other diners.Findings - This study shows that appealing food presentation, tasty food, spatial seating arrangement, fascinating interior design, pleasing background music, reliable service, responsive service, and competent employees are important attributes in contributing to the high satisfaction of diners.Research limitations implications - The focus of this research was mid-to-upper scale restaurants. The research may not be generalizable to other segments of the restaurant industry because of the small sample size and limited geographic area.Practical implications - The findings help restaurant managers to invest their resources more efficiently, making changes to crucial quality attributes that elicit the customer's satisfaction level.Originality value - Unlike the previous studies on the link of quality to satisfaction, this study looks at quality perception from the perspective of a highly satisfied customer. In addition, this study encompasses diverse quality factors (food, atmospherics, and service) for a more comprehensive interpretation of dining experiences.
Purpose - Given the rapid development of ethnic-themed restaurants, this study aims to investigate how authentic atmospherics affects consumer emotions and behavioral intentions in Chinese ...restaurants in the USA.Design methodology approach - A total of 348 usable responses from full table service restaurants in the USA were obtained via self-administered questionnaires. A proposed model was tested following Anderson and Gerbing's two-step approach: a measurement model and a subsequent structural model.Findings - Using a structural equation modeling technique, this study found that authentic atmospherics significantly influences consumers' positive and negative emotions, and both types of emotions acted as full mediators between authentic atmospherics and behavioral intentions. Subsequent regression analyses revealed that menu presentation, furnishings, and music were significant predictors of positive emotions whereas menu presentation and music significantly influenced negative emotions.Research limitations implications - The data were collected from only full table service restaurants. Therefore, generalizing the results for other segments of the restaurant industry may not be possible.Practical implications - The findings have important implications for selecting and refining crucial elements of authentic atmospherics in order to enhance customers' favorable emotions, avoid unfavorable emotions, and ultimately heighten positive behavioral consequences.Originality value - Different from previous studies on the general aspect of atmospherics, this study exclusively investigates the effect of authentic atmospherics on customer post-dining behavioral intentions in Chinese restaurants, one of the most popular ethnic restaurant segments in the US foodservice market. This study could also provide directions for improving the perceived authenticity of restaurant atmospherics.
PDF
