Food Safety

Summary

Food safety in the foodservice industry is an issue that is a priority at the federal level. In 1999 the National Food Safety System formed the Coordinating Committee to combat the problem. Since the formation of this group, outreach programs have extended globally to assist other countries with this issue. According to Susan Alpert, national leader on the Food Safety Initiative, many states are experiencing the same food safety challenges. Programs and standards have been established for each state; however, the problems of state implementation of a high quality food safety program is becoming a growing issue. This study investigated the importance of food safety training for food handlers and compares the current training and inspections for those who manage foodservice establishments. Data is presented from one high tourism state serving as an example of the violations to and the training given on food safety. The study presents the food safety training program required, inspection form used, and categories of violations most often experienced. Issues related to combating food safety are presented as well as suggestions for improving food safety training and inspection process.     

Theoretical and Applied Relevance of Consumer Limits to Processing Advertising

Abstract

This study investigates (1) how immigrant consumers change their media consumption when they move across cultural boundaries and (2) whether media exposure relates to consumers' acculturation of the new social norms. A total of 938 respondents from four sample groups including Hong Kong residents, long-time and new Hong Kong immigrants to Canada and English-speaking Caucasian Canadians responded to a predesigned questionnaire. It was found that while the immigrant groups did not increase their total media consumption, their consumption across different media types followed both assimilation and ethnic affirmation models. This acculturation process seemed to be affected by immigrants' original media consumption behavior and language ability. Media exposure was found to relate significantly to immigrants' acculturation of the new social norms after influences due to personal characteristics were removed.     

A Case Study to Determine the Impact of Offering Selective Menus on Customer Satisfaction in a Health-Care Foodservice Operation

Abstract

In an effort to improve patients' satisfaction with healthcare foodservice, many hospitals are implementing a selective menu program. The purpose of this study was to identify the impact of a selective menu program on customer satisfaction in a health-care foodservice setting in Korea. The results of this study indicate that patients' perceptions of food and service dimensions are significant predictors of overall satisfaction with hospital foodservices. Patients who opted for a selective menu program at high levels of frequency showed more satisfaction with the selective menu program than those in the low-user group. “Food variety,” “taste,” and “offering nutritional information about menu items” are the key drivers of overall satisfaction.     

Associations Between Organizational/Individual Factors and the Intentions of Employees

Abstract

This study of a university school foodservice operation examines whether a positive or negative association exists between the individual and organizational factors and the intentions to stay or leave the current job for foodservice employees or internal customers. The individual factors include job status, service length, age, education level, and job position. The organizational factors include several job characteristics, intrinsic motivation, formalization, participative decision-making and psychological stress. Job characteristics indicated a significant positive impact on university retention across the job characteristics of autonomy, feedback, dealing with others, and variety. The organizational factors of perceived formalization and participative decision-making also had a significant positive impact on university employee retention. The organizational factors of intrinsic motivation, task identity, and friendship opportunities did not have a statistically significant positive or negative impact on university employee retention yet had the directions of relationship that was expected. Finally, psychological stress had a negative impact on university employee retention. The article ends with suggestions for future research and limitations of the current study.     

Challenges Facing the Foodservice Industry

Abstract

Restaurant managers and other foodservice operators are increasingly approaching researchers and land grant institutions to seek solutions for some of their problems. The capacity of research institutions to solve the problems of foodservice operators is limited by a lack of understanding of the issues and a lack of societal incentives to address such issues. This study reports the results of a university's efforts to better understand the problems facing the foodservice industry. As part of the study, the researchers conducted a focus group of industry leaders. The researchers end with an overview of problems facing the foodservice industry.     

Evaluation and Choice as a Satisficing Process

The question of whether individuals are rational or irrational in their decision‐making has long been an area of interest to academics and marketers, as the different decision styles require differing use of information sources and choice criteria by consumers during the buying process. As such, marketers would be required to adopt different communication strategies and stress different marketing mix or product features if they were to be successful in influencing the consumer’ s final choice.

The debate can be classified into whether or not consumers follow a formalised decision sequence of search and evaluation leading to final product choice. If consumers are not prepared to commit themselves to the cognitive and behavioural effort required by this formal process then they will satisfice their decision‐making, applying simplifying strategies to arrive at a satisfactory, although not the optimum, choice.

This paper reviews the common assumptions of search and choice, suggesting a three‐stage model which can be used to guide marketing strategy. Research into the decision process used by consumers in the acquisition of a video recorder is used to illustrate the operation of the satisficing model. Implications for marketing strategy are then discussed.     

RFID Applications for Integrating and Informationalizing the Supply Chain of Foodservice Operators

Abstract

By enabling easier and real-time information sharing among supply chain partners, Internet applications foster and support new forms of collaborative supply chain management (SCM) practices within the foodservice sector. Advances in Radio Frequency Identification (RFID) technologies extend such collaborative SCM practices by increasingly integrating and synchronizing demand and supply chains. The objective of this paper is to investigate and analyze how RFID technologies can seamlessly tie customer interactions with the food supply chain and revolutionize the accuracy, efficiency, personalization-interaction, and security of foodservice marketing, production, and distribution simultaneously. To achieve this, the paper discusses the RFID implementation issues, practices, and benefits within the foodservice sector. The food industry's perspectives on the adoption and benefits of RFID developments are reported by discussing the results of a reality-check study conducted in the Greek foodservice sector.     

Modeling the Effects of an International Crisis on Brand Equity

ABSTRACT

This research provides an analysis of the impact of an international crisis on brand equity. More specifically, the author tests a comprehensive model that examines the joint impact of animosity as well as the social pressure to avoid brands that originate from a controversial country. He explores the impact of what came to be known as the Mohammed controversy, which involved the Danish press publishing a series of cartoons depicting the prophet Mohammed on a Danish brand. Data were collected using a survey from 307 consumers in Kuwait. The findings show that animosity is not related to overall brand equity but is related to brand quality; moreover, subjective norms are negatively associated with overall brand equity. These results highlight the importance of subjective norms in influencing overall brand equity in times of international crises between nations.     

Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements

ABSTRACT

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity's credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity's credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media.     

Use of tobacco retailer inspections to reduce tobacco sales to youth: do inspections increase retailer compliance?

Public health efforts to prevent tobacco use among young people have typically attempted to change individual behaviour. More recently, it has become evident that macro‐level behaviour change strategies which impact on the wider social environment are more effective in changing behaviour. In most states, retailer compliance laws restrict the sale and distribution of tobacco products to minor consumers. Indiana's Tobacco Retailer Inspection Program (TRIP), a state government programme, was established to put environmental controls in place by restricting youth access to tobacco products. TRIP involved conducting random, unannounced tobacco retailer outlet inspections, with violators being fined, and compliant retailers rewarded. This study examines the associations among retailer inspections, retailer compliance and access to tobacco by youthful consumers. Inspection data from 2001 to 2003 were analysed using chi‐square statistics and analysis of variance. Findings indicate that randomly selected retail outlet inspections are associated with increased sales restrictions to youth. The researchers conclude that strong tobacco sales regulations and enforcement will reduce illegal sales of tobacco products to minors.     

Market Segmentation for Fast-Food Restaurants in an Era of Health Conciousness

Abstract

Recent societal changes toward heightened interest in health and nutrition indicate consumers' health- and nutrition-related attitudes and behaviors may be important for segmenting the market for fast-food restaurants (FFR's). This research conducted a recent survey of 387 consumers to investigate the extent to which these variables, as well as demographics, predict patronage of FFR's. Findings indicate that consumers who do not patronize FFR's have the strongest involvement with health-related issues, while frequent patrons have the weakest involvement. Thus, marketers could use a combination of general health- and nutrition-related attitudes and behaviors to supplement demographic information when plotting their marketing strategy.     

Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?

ABSTRACT

Recently, social media have emerged as key marketing communication channels. In this context, consumers are increasingly gathering in online communities which have been identified as social-media-based brand communities (SMBBCs). However, notwithstanding scholars' attention towards SMBBCs, the role of consumers' gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to different propensities towards brand recommendation—identified as a proactive behavior towards a positive electronic word of-mouth diffusion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers' gender differences. A structural equation model has been created based on 250 surveys collected among SMBBCs of an American sportswear brand. The results showed that male consumers' BLI is influenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females' BLI.     

Food Safety and Consumers' Willingness to Pay for Labelled Beef in Spain

Abstract

The objective of this paper is to assess the quality/safety value for beef consumers, measuring their willingness to pay a price premium for labelled beef. From a survey conducted among food shoppers within the household, consumers are segmented according to their safety perception of specific food products. For each segment, their willingness to pay for labelled beef is calculated. Finally, the main factors explaining such a decision are considered. The results indicate that food scares, the perception of a negative impact of agricultural production on the environment and health concerns are having a major impact on the food consumer purchasing decisions for beef. However, most consumers are not willing to pay a price premium for labelled beef.     

Media amplification of a brand crisis and its affect on brand trust

Abstract

This paper explores the ways in which consumers' brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media. By using case-study methodology, our findings reveal that generalised public images of a product crisis initiate a public perception of risk, which provides more negative effects on brand trust than the actual consumers' experience does. We introduce the media as a third partner influencing the trust relationship between consumers and brands, and offer suggestions for restoring and preserving customers' brand trust.     

Why Consumers in Developing Countries Prefer Foreign Brands: A Study of Japanese Brands in Vietnam

ABSTRACT

Building on social-identity theory, the research develops a model for understanding of the impact of consumer identification with a nation on consumers' brand evaluations. It posits that developing-country consumers' identification with a foreign (developed) nation influences three factors—consumer-based brand equity, consumer-based country image, and consumer-based brand credibility. The research was informed by data from 400 Vietnamese consumers in relation to two Japanese brands Sony and Honda and analyzed using structural equation modeling (SEM). The findings show that Vietnamese (developing-country) consumers prefer Japanese (developed-country) brands over domestic brands, when these consumers identify with the developed nation.     

A Cluster Analytic Approach for Consumer Segmentation Using the Vegetarian/Meatarian Distinction

Abstract

In this study, we use cluster analysis to create a consumer segmentation scheme based on individuals' vegetarian/meatarian orientation, along with key attitudinal, personality, and demographic characteristics. Such characteristics include concern for animals, concern with health, concern for the environment, attitude toward corporate ethical practices, need for cognition, social conformity, age, gender, and level of education. In segmenting consumers along these dimensions, this research study not only expands our knowledge about consumers, but also provides useful insight for marketers of food products and services.     

Avow or Avoid?

Abstract

Sixteen press releases from Enron and 16 releases from WorldCom representing the first three months of each organization's financial crises were gathered from the organization's web sites. The goal of this study was to determine whether the dominant public communication tactic of these companies was to avow or promote frankness, a traditional public relations stance, or to avoid or be evasive, a traditional legal stance. The releases were compared with 47 published accounts of the unfolding financial crises to determine whether the organizational messages remained intact. The findings show no dominant communication strategy in either company. Both professed openness but engaged in blame shifting. The combined message strategy suggests cooperation between legal and public relations counsel. The messages of both organizations were successfully transmitted via the mass media but were tempered by solid reporting. These findings suggest additional evidence that legal and public relations crisis communication strategies are starting to blur.     

All Things Being Equal

Abstract

While many consumers enjoy beer, wine and spirits and while many restaurant professionals believe they understand the differences among the three categories, myths and misconceptions abound within the field of beverage alcohol. By observing the production processes for each category it is evident that beer, wine and spirits are more alike than different and consumer preferences and foodservice recommendations should focus on taste, price, food selection and other subjective factors rather than misinformation as to essential nature. Physiological reactions to alcohol beverages are predicated more on the number of ethyl alcohol molecules ingested than on chosen beverage category. As production processes evidence, standard servings of 12 ounces of beer, 5 ounces of table wine and 1.5 ounces of 80 proof distilled spirits contain equivalent amounts of chemically identical alcohol. Restaurant personnel should observe drinking patterns of beer and wine consumers as closely as spirits drinkers for adverse consequences.     

Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources

Technology may facilitate health and wellbeing consumer engagement. When there is scant public health provision and socio-cultural norms marginalize consumers stigmatized from cancer, we reveal how a brand’s corporate social media campaign can support vulnerable consumers with resource constraints. Drawing from a transformative consumer research lens, we investigate five years of computer-mediated communications facilitated by the Indian brand Dabur Vatika. Through a grounded theory and an abductive reasoning approach, we unveil how vulnerable consumers directly or indirectly affected by cancer leverage brand's social media to replenish resources. First, we identify how vulnerable consumers engage to replenish depleted emotional and social support resources. We further expand consumer engagement scholarship by offering a preliminary definition of “vulnerable consumer engagement”. Second, we provide a nascent classification of vulnerable consumers in a consumer-producer role, Principal Vulnerable Consumers and Associate Vulnerable Consumers, distinguished by their proximity to the vulnerable context. Lastly, we reveal how brands may perform a transformative role, to replenish social, emotional and operant resources at the micro level through the engagement of vulnerable consumers with corporate social media. This insight is informative for policymakers, advertising practitioners and transformative consumer research academics.