The impact of the social servicescape,density, and restaurant type on perceptions of interpersonal service quality

The purpose of this study was to investigate how density in the servicescape affects the three interpersonal dimensions of Stevens et al., (1995) DINESERV conceptualization of service quality (responsiveness, assurance, and empathy) across various restaurant types. Using the framework of information processing theory, it was predicted that when a customer uses density to evaluate anticipated service quality, the information processing style will vary depending on the restaurant context. For fine dining restaurants and sports bars, it was predicted that customers will use heuristic processing, but would use systematic processing when evaluating a family casual restaurant. A 3 (contextual service norms) × 2 (built density) × 2 (human density) between subjects factorial design was employed. The results identified a three-way interaction between human density, built density, and restaurant type, suggesting that the type of restaurant does indeed matter when considering how density impacts potential customers’ perceptions of a restaurant.     

The effects of acculturation,social distinctiveness,and social presence in a service failure situation

Going beyond the traditional East/West consumer differentiation in studying service failure, this article examined the effect of acculturation, both independently and together with social distinctiveness and social presence, on the perceptions and behavioral responses of Chinese–Australian consumers. The research employed a 3 × 2 × 2 between-subject experimental design in which data were collected from 224 Chinese–Australians. Results showed that the different acculturation levels of these consumers did not affect their perceptions and behavior in a service failure situation. Instead, where and with whom a service failure was experienced had pronounced effects on consumer behavior depending on the extent to which the consumers acculturated to the culture of their host country. Implications of these findings and directions for future research are also discussed.     

Health halo effects in sequential food consumption: The moderating roles of health-consciousness and attribute framing

Has the huge increase in healthful food options indeed promoted consumer health? Previous studies have noted the health halo effects of such foods, which subconsciously lead consumers to rather unhealthful eating. This study examined whether the health halos of entrées increase the subsequent intention for desserts in restaurants when moderated by internal and external cues: health-consciousness and attribute framing. A 2 (perceived healthiness of entrées) × 2 (health-consciousness) × 2 (attribute framing of desserts) quasi-experimental design was employed using a scenario-based online survey, and 427 consumers participated in the survey. The results revealed that the effect of the perceived healthiness of entrées on increasing the intention for desserts was more salient among less (vs. highly) health-conscious consumers and when the desserts were framed as healthy (vs. tasty). The findings provide theoretical implications for consumer food behavior and sequential consumption literature, and highlight practical implications for consumers, health professionals, public officials, and restaurateurs.     

Food allergy knowledge and training among restaurant employees

As the number of Americans with food allergies continues to increase, restaurant employees should be trained to serve customers who have this condition. This study investigated restaurant employees’ food allergy (FA) knowledge and identified previous FA training, the preferred characteristics of future FA training, and the reasons why some employees were not interested in FA training. A study questionnaire was developed based on interviews with restaurateurs and previous literature and was completed by 229 restaurant employees. The results showed that the participants have some FA knowledge (20.8 ± 3.4 of 28). Many were not trained in FA but expressed interest in attending such training. The participants expressed a preference for self-paced training programs that use real-world examples and simple language. Some reasons for not being interested in attending FA training included “time consuming”, “not beneficial”, and “boring”. The restaurant industry benefits from the findings of this study by gaining a greater understanding of the current food allergy knowledge and training of restaurant employees.     

Who spoils the barrel? Negative spillover effect on competitor brands during food crises

Despite an increase in food crisis incidents and their negative influence, little attention has been paid to spillover effects from food crises on competitor brands. Thus, this study examined reciprocal spillover effects (horizontal and vertical) from food crises on competitors' brands depending on the directionality of spillover and association strength. In order to test the reciprocal spillover effects on competitor brands, this study employed an experimental design using restaurant brands’ food crises. The results indicated that a stronger negative spillover was found among high equity brands (High to High compared to Low to Low) and when association strength was high rather than low. Interestingly, the results also showed a spillover effect from low equity brands to high equity brands (Low to High compared to High to Low), supporting the power of a small apple to spoil the whole barrel. These results enhanced the field’s understanding of spillover effects in the restaurant industry and suggested the need for pre-crisis communication strategies.     

A means-end chain of fuzzy conceptualization to elicit consumer perception in store image

This paper discusses how the uses of a means-end approach with fuzzy conceptualization in eliciting consumer requirements provides a better understanding of the consumers’ perceptual orientation toward store image. We provide a hierarchy value map that fuses attribute–consequence–value (A–C–V) chains and fuzzy linguistics to effectively and efficiently understand store image processes and consumer satisfaction. A fuzzy set is also adopted to address the ill-defined nature of the consumer linguistic judgments required in the proposed means-end chain. The findings of this research imply that, overall, consumers are most concerned with the dominant perceptual orientation of store image, that is, eye-catching poster → visual satisfaction → satisfaction and display with theme → recommendation to others (willingness to talk to salesperson) → satisfaction (happiness).     

Does offering an organic food menu help restaurants excel in competition? An examination of diners’ decision-making

This study aims to examine whether the presence of an organic food menu can positively influence diners’ decision-making. A 3 (restaurant segment: quick service vs. casual dining vs. fine dining) by 2 (price discrepancy between competing restaurants: small vs. large) scenario-based experiment was conducted with 405 U.S. consumers. MANCOVA results indicate that using organic ingredients offers a greater advantage for the quick-service segment regarding perceived food quality, attitudes towards the restaurant, and willingness to select, compared to casual and fine dining segments. The magnitude of a premium price of organic ingredients negatively influences such advantage in the process of consumers’ decision-making. When a large (vs. small) premium price is charged for using organic ingredients, customers’ preferences for the restaurant (over its rival) significantly drops to such an extent that customers are more willing to choose the competitor (i.e., rival restaurant with a conventional menu). Discussions and implications are further elaborated.     

Service encounters and face loss: Issues of failures,fairness, and context

This study examines the influence of various aspects of a hospitality service failure event, including social context, interpersonal treatment, and favorability of outcome on consumer evaluations of face (feeling of respect). A 2 (social exposure: public/private) × 2 (interpersonal treatment: positive/negative) × 2 (outcome fairness: favorable/unfavorable) between-subjects experimental design was employed in the study, which collected data from 576 Chinese respondents in Beijing and Shanghai. Evidence suggests interpersonal treatment style and the favorability of outcome fairness directly influence Chinese consumers’ self-reported loss of face. However, interaction effects affected the influence of the independent variables. Consumers’ face evaluations were significantly lower if outcome fairness was unfavorable (versus favorable) and received in private (rather than in public) and if the interpersonal treatment style was poor. Regression analysis demonstrated that outcome favorability had a strong association with negative word of mouth in a public situation, and face had a strong association with levels of satisfaction in both public and private situations. Management implications for hospitality operators include the need to reconsider standard practices relating to service failure negotiation and to adopt public resolution arrangements.     

A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research

Research on environment-friendly initiatives has received increasing attention in hospitality research. However, an integrated literature review of research examining the impact of consumer perceptions of green initiatives on their behavioral intentions is lacking. To that end, a quantitative meta-analysis of 26 articles published in hospitality journals was conducted in order to determine the effect sizes of the relationship between consumers’ perceptions and their green behaviors. This research intended to examine how two broad categories – internalized perceptions (i.e. personal values, attitudes, environmental knowledge/awareness, and perceived benefits) and perceptions of the firm (i.e. hotel/restaurant image, perceived quality, and satisfaction) – influence consumers’ behavioral intentions toward green hotels/restaurants (e.g., word-of-mouth intentions, retentions, willingness to pay, and willingness to pay a premium). This meta-analysis shows that both internalized perceptions and perceptions of the firm had a strong positive association with behavioral intentions. The average effect sizes for internalized perceptions and perceptions of the firms were r = 0.3177 and r = 0.4240, respectively. The findings of this research suggest that the positive relationship between consumer perceptions and behavioral intentions is well-established. Therefore, it might not be fruitful to continue to apply identical frameworks (e.g., the theory of planned behavior or the theory of reasoned action) in future research. We thus suggest that hospitality and tourism researchers in the area of environment-friendly initiatives need to either significantly improve the existing models or look for new and more diverse frameworks in order to make meaningful theoretical contributions.     

Consumer-based chain restaurant brand equity,brand reputation,and brand trust

This study develops and tests a consumer-based chain restaurant brand equity(CBCRBE) model and investigates the mediating effects of brand reputation on the relationship between CBCRBE and brand trust. Using a structural equation modeling (SEM) analysis, the four dimensions of CBCRBE- food & service quality, brand affect, brand awareness, and brand association- are found to have positive effects on brand reputation. Moreover, it is demonstrated that brand reputation has a positive effect on brand trust. The results of study confirm that brand reputation partially mediates the effects of food & service quality, brand affect, and brand awareness on brand trust. In addition, the effect of brand association on brand trust is fully mediated via brand reputation. The study of CBCRBE offers insights into the efficient strategies that can be used to enhance brand reputation and secure brand trust in the restaurant industry. Finally, based on the result of the relationship between CBCRBE, brand reputation, and brand trust, the study compares the differences among the groups according to the consumer visit purposes in relation to the CBCRBE dimensions. The results of the study contribute to improve understanding of the complex psychological processes involved in consumer selection criteria for a chain restaurant or relevant service industry.     

Effectiveness of recovery actions on deviant customer behavior—The moderating role of gender

This paper aims to examine how gender interacts with various recovery actions on perceived employee effort, complaint handling satisfaction, and behavioral intention in the case of deviant customer behavior in an East-Asian context. Study 1, a qualitative study, reveals that consumers expect companies to take appropriate remedial actions when a service consumption experience is affected by deviant customer behaviors (e.g., smoking in non designated area). Study 2 employed a 2 (gender) × 6(recovery actions) between subject design in a restaurant setting. Results show that confronting the deviant customer received the highest customer ratings in terms of perceived employee effort, complaint handling satisfaction, and behavioral intention. However, gender moderated the relative effectiveness of recovery actions. Relocating the focal customer was equally good as compensation for women while men were less appreciative of relocation than compensation. In sum, service providers are advised to initiate some form of recovery action in response to deviant customer behaviors.     

Does a server's attentiveness matter? Understanding intercultural service encounters in restaurants

Interaction between customers and servers from different cultures provides an interesting case of intercultural communication. Although a server's attentive service on customers is common in full service dining restaurants, especially in the United States, this may not be preferable to customers from different cultures. Two studies examined cultural differences between Americans and Japanese customers on their preferences regarding U.S. restaurant servers’ attentiveness and a moderating effect of culture on the relationship of server attentiveness with customer orientation, customer satisfaction and tip. A survey study (N = 975) and an experimental study (N = 145) found that server attentiveness had a positive effect on customer orientation, customer satisfaction and the amount of tip for Americans, but not Japanese customers. Implications and future directions were discussed.     

Effects of temporal distance and related strategies on enhancing customer participation intention for hotel eco-friendly programs

Hotel eco-friendly programs (HEFP) depend on the support of both internal and external customers. While hotel environmental management has received considerable attention, little research focuses on how customers evaluate and respond to HEFP, particularly in the context of variable temporal distance. This study thus examined the effects of different temporal distance strategies on promoting customer participation in HEFP. Based on data collected from 235 undergraduate students, this study employed two 2 × 2 between-subjects design experiments by using foot-in-the-door and outcome simulation strategies for the hypotheses testing. The analytical results indicated that the foot-in-the-door strategy significantly increases distant-future HEFP intention while the outcome simulation strategy significantly enhances near-future HEFP intention. Implications for green hotel management strategies were also discussed.     

The negative spillover effect of food crises on restaurant firms: Did Jack in the Box really recover from an E. coli scare?

Despite the enormous impact of food crises on restaurants, limited understanding of their long-term impacts and associated factors has undermined crisis managers’ ability to handle crisis situations effectively. This article investigated the long-term impact of food crises on the financial performance of restaurant firms and identified the factors that influenced this impact. This explanatory study examined the case of Jack in the Box, whose 1993 Escherichia coli scare was the first and largest restaurant-associated food crisis in modern times. An event study method was used to uncover stock price movements of Jack in the Box, in conjunction with 73 unrelated food crises that occurred from 1994 to 2010. Stock prices of Jack in the Box exhibited significantly negative responses to other firms’ food crises, moreover, the negative spillover effect was stronger if the crisis occurred closer in time, was similar in nature, and was accompanied with no recall execution. These findings shed light on the long-term financial impact of food crises and offer insights for crisis managers to develop more effective crisis management strategies.     

Goodwill intended for whom? Examining factors influencing conspicuous prosocial behavior on social media

Despite the popularity of cause-related marketing (CRM), the socially-oriented drivers that influence the success of CRM have yet to be investigated empirically in the hospitality context. This study investigated the effects of three factors (status motive, guilt, and recognition) on customers’ attitudes and intent to participate in CRM promotions through social media. A scenario-based 2 × 2 × 2 between-subjects experimental design was used. Results revealed that status-seeking individuals exhibited the high level of prosocial behavior when their behavior was recognized by others publicly compared to non status-seeking individuals. In addition, individuals who felt guilt with regards to a CRM promotional appeal were more likely to respond to the promotion positively than those who did not, when their goodwill was observable by others. Considering this desire of some customers to have their goodwill displayed to others (known as conspicuous prosocial behavior), this study provides important evidence for companies wishing to develop CRM strategies via social media.     

Understanding and projecting the restaurantscape: The influence of neighborhood sociodemographic characteristics on restaurant location

To better understand the location patterns of different types of restaurants across the United States, we investigate the relationship between neighborhood sociodemographic characteristics and restaurant location using a unique data set from 2013 covering 30,772 U.S. zip codes. The estimation results from negative binomial regression models confirm the significant impacts of various sociodemographic factors (e.g., population density, median age, median household income, average household size, educational attainment, gender distribution, housing tenure, neighborhood urbanization) on restaurant location. We also project future restaurant growth potential based on model estimates and projected changes in sociodemographic characteristics by 2020. The results are analyzed, and several metropolitan areas in Texas and Florida are identified as having high potential for growth. Lastly, implications are provided for restaurant real estate practitioners.     

Tourists' strategies: An acculturation approach

Acculturation theory has been widely used to understand and explain migrant and sojourner adaptation. However, it has yet to be examined in a tourist context. We extended the literature by evaluating the applicability of Berry's (1997) bidimensional acculturation model to a sample of 668 recent and prospective international travelers from China (n = 205), Germany (n = 201), and the United States (n = 262). Our results suggested that the acculturation model can be extended to tourist contexts and used for segmentation purposes. Specifically, tourists' acculturation strategies were associated with their preferences for home culture maintenance and host culture immersion, as well as behavioral, holiday, and activity preferences. Ethnocentrism and uncertainty avoidance were also found to vary as a function of tourists' acculturation strategy.     

Hospitality Cobranding: An Experimental Investigation of Enhancement and Erosion in Consumer-Based Brand Equity

ABSTRACT

Cobranding is suggested as a competitive strategy for the hospitality industry due to its potential benefits. Although implied, the potential impact of cobranding on consumer-based brand equity of partner brands and the composite brand has not been empirically investigated in the hospitality industry context. Therefore, a quasi-experimental study design with a structured survey was applied to general tourist population in Hong Kong to identify the potential influence of cobranding on the brand equity of individual brands as well as the hotel–restaurant composite brand versus the hotel–retail composite brand. Surprisingly, results revealed brand equity erosion rather than brand equity enhancement for even the presumably fit hotel, restaurant, and retail brands. Theoretical and managerial implications and suggestions for future research are discussed.     

Parametric prediction on default risk of Chinese listed tourism companies by using random oversampling,isomap, and locally linear embeddings on imbalanced samples

This research pioneers the default risk parametric prediction of Chinese tourism companies with random oversampling and manifold learning for parametric modelling on imbalanced samples to relax the requirement on sample availability. Four specific approaches were employed: standardization; standardization → random oversampling; standardization → isomap + locally linear embeddings; and standardization → random oversampling → isomap + locally linear embeddings. Empirical results indicate that: random oversampling successfully improved the tourism default risk prediction; the integration of isomap and locally linear embeddings is beneficial in default risk prediction using highly skewed tourism data with absolute minority samples; and after the use of random oversampling on initial data, the integrated approach improved in forecasting tourism default risk prior to two years versus one year.     

The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity

The aim of this study is to increase understanding of the relationship between brand equity and individual cultural values in the marketing strategies of global restaurant brands. The study developed three research models and investigated global brand equity from the perspective that global brand equity has an impact on individual cultural values. The three models were tested using structural equation modeling (SEM) analysis. The findings indicate that both cognitive process and the social process of brand equity have an effect on cultural values. In particular, social process elements such as brand prestige and brand identification can reduce the risk of consumer uncertainty. This study contributes to the understanding of the relationship between global restaurant brand equity and individual cultural values, and the hierarchy of individual cultural values that has not, to the best of our knowledge, been explored in previous research.