The impact of advertising on patrons’ emotional responses,perceived value,and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal

The purpose of this study was twofold: to investigate the structural relationships between patrons’ emotional responses induced by advertising, their perceived value, and their behavioral intentions in the chain restaurant industry; and to investigate which attributes of advertising bear the strongest impact on behavioral intentions. Based on the literature review, six evaluative dimensions of advertising were derived: relevant news, brand reinforcement, stimulation, empathy, familiarity, and confusion. Theoretical relationships between these six evaluative dimensions and patrons’ emotional responses, perceived value, and behavioral intentions were derived based on the literature review. Following the collection and analysis of data obtained from chain restaurant patrons, it was found that four dimensions of advertising in particular (relevant news, stimulation, empathy, and familiarity) have a significant impact on inducing emotional responses in patrons. Among the four dimensions, stimulation was found to bear the most significant effect on patrons’ emotional responses. It can thus be stated that advertising-induced emotional responses positively influence patrons’ perceived value. During this study, it was found that the level of arousal induced by advertising plays a moderating function in the relationship between patrons’ emotional responses and hedonic value. The possible interpretations of these findings and their managerial implications are discussed in the latter part of this article.     

Influencing factors on restaurant customers’ revisit intention: The roles of emotions and switching barriers

This study was designed to examine the relationships among consumption emotions, customer satisfaction, switching barriers, and revisit intention. Four positive and negative categories of switching barriers (preference, switching costs, relational investment, and lack of alternatives) were identified through a qualitative approach. Using structural equation analysis, the proposed relationships were tested in a full-service restaurant setting. The results showed that multiple components of consumption emotions significantly affected customer satisfaction, and satisfaction mediated the effect of emotion factors on revisit intention. The findings from the tests for metric invariances also indicated that the strength of the relationship between satisfaction and revisit intention was different across high- and low-switching barrier groups. In particular, the satisfaction-revisit intention relationship was stronger in each low-switching barrier group than in each high-switching barrier group.     

A multilevel investigation of the cascading effect of entrepreneurial leadership on employee creativity: Evidence from Chinese hospitality and tourism firms

This study aims to elucidate the cascading effect of entrepreneurial leadership on fostering employee creativity in hospitality and tourism firms. Drawing upon multiple theories (e.g., the affective events theory and conservation of resources theory) and utilizing a multilevel mediation model, this study predicts and examines the cross-level indirect relationship between entrepreneurial leadership and employee creativity, which is sequentially transmitted through employees’ surface acting and work-related flow. Based on a 2-wave longitudinal design, survey data were obtained from multiple sources consisting of 47 leaders and 352 employees in Chinese hospitality and tourism firms. Multilevel structural equation modeling (MSEM) analysis provides empirical support for the cross-level mediation model. This study is among the first to provide empirical evidence of the cross-level effect of entrepreneurial leadership on workplace creativity via surface acting and work-related flow in the service industry, which enriches the leadership literature in the tourism discipline.     

Impact of human resources practices on employee creativity in the hotel industry: The impact of job autonomy

ABSTRACT

This study aims to offer a holistic model for human resource practices, affective commitment, job autonomy, and employee creativity. It examines the factors that create conditions for bringing forth creativity in employees. Data were collected from 440 employees drawn from 35 hotels using a structured self-administered questionnaire. Confirmatory factor analysis and hierarchical regression analysis were used to analyze the data. The findings of the study reveal that affective commitment was acted as a mediator between human resource practices and employee creativity while job autonomy was acting as a moderator between affective commitment and employee creativity. This article contributes to a better understanding of the effect of human resource practices on the commitment level of employees working in the hotel industry and provides evidence that commitment acts as a mediator between the factors of human resources practices and employee creativity.     

The effect of dynamic integrated resort experience on Croatian customer behavior

This paper aims to gain knowledge on customers’ experience toward integrated resorts in Croatia. Customer perception toward integrated resorts was collected via face‐to‐face survey. The multidimensional experiential values and behaviors of 354 customers were studied. The data were analyzed using structural equation modeling. Croatian customers are engaged with the integrated resort experience. This engagement influences their satisfaction and behavioral intention. Specifically, customers with high playfulness and service expectations tend to engage positive behavioral intention toward the integrated resort brand. This paper offers the first insight into the relationship between experiential value and behavioral intention in the integrated resort setting.     

The impact of Halal tourism,customer engagement on satisfaction: moderating effect of religiosity

The research aimed at finding out the relationship between Halal tourism, religiosity, customer engagement, and tourist’s satisfaction. The population of the study were Muslim tourists who visited West Sumatra, Indonesia. The data were 450 respondents, but only 393 were useable responses. It is found that Halal tourism and customer engagement have significant impacts on the tourist’s satisfaction. Religiosity is a significant moderating variable on this relationship. Thus, this study gives some contribution to tourism sector especially on Halal tourism, religiosity, and customer satisfaction.     

The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists

Utilizing a Stimulus-Organism-Response (S-O-R) framework, this study presents and examines an integrated model that investigates consumption emotions (positive and negative) and tourist-destination identification as mediating variables between perceived destination social responsibility and the environmentally responsible behavior of Chinese tourists (n = 539). Previous research has suggested that prior experience with a service can impact the relationships between constructs; as such, this study also investigates the potential moderating impact of visitation frequency on the proposed model. Findings indicate that consumption emotions (positive and negative) and tourist-destination identification do mediate the effect of perceived destination social responsibility and environmentally responsible behavior. Only positive emotions were found to significantly impact tourist-destination identification. A moderating effect for first-time, relative to repeat visitors, was found for some paths between the investigated constructs in the proposed model. Theoretical and managerial implications are discussed, limitations provided, and future research directions suggested.     

The effect of atmosphere on customer engagement in upscale hotels: An application of S-O-R paradigm

Research suggests that atmosphere plays an important role in creating emotional connections between a hotel customer and the hotel and that these connections lead to improved customer satisfaction and customer engagement. The purpose of this research is to identify some of the atmosphere elements within a hotel that might enable customers to better engage with the hotel. A structural equation model (SEM) was employed to test the relationships. Social and room design were found to be significant antecedents to customer satisfaction. The research also found that while satisfied customers were more likely to promote the hotel to others through WOM behavior, they had fewer suggestions for improvement. Theoretical and practical implications are discussed as well.     

The effect of mobile application-driven customer participation on bakery purchase behavior: Evidence from a field experiment

This paper empirically examines individual and joint effects of two types of customer participation (CP)—mandatory and replaceable—within a mobile app on bakery purchase behavior. This research conducts a field experiment to track customer decisions on whether to participate in in-app CP events—store loyalty program enrollment and store satisfaction survey—and whether to change their purchasing amount and frequency. After controlling other influencing factors, the authors performed ANOVA with the sample of 19,065 bakery customers’ behavioral decisions. The results confirm that mandatory CP has a positive effect on purchase behavior, while replaceable CP has mixed effects across stores. In addition, the results confirm that customers who engaged in both types of CP increased their purchase amount and frequency, compared to customers who engaged in one type or neither. The study suggests hospitality firms should motivate customers to engage in mandatory and replaceable CP to enhance customer loyalty cost-effectively.     

The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model

The rapid development of social media has challenged event managers to rethink how this trend will shape traditional marketing practices. Given the rise of these technologies, the current breed of special event “fan” has started to take advantage of and venture into this social space for possible benefits. For event managers, the fundamental issue becomes how to uncover the process through which special event consumers come to accept social media marketing. This paper reviews social media marketing literature, the characteristics of event marketing, and highlights the emotional aspect of social media applications. An extended TAM (technology acceptance model) is adopted to explain the mechanism by which social media marketing influences attitudes toward Facebook event pages. The authors find that users’ emotions exhibited on the Facebook event page do have a significant impact on the perceived usefulness, perceived ease of use, and perceived enjoyment of such social media marketing. However, only the last construct significantly influences users’ attitudes and intentions toward an event. Implications and insights were provided to event practitioners and were discussed accordingly.     

The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry

Retaining and cultivating customer loyalty has become increasingly important for coffee outlet marketers and operators due to the highly competitive environment. This study aims to develop and test a model investigating how relational benefits enhance perceived value to win customer loyalty. Using a self-administered questionnaire survey, 949 respondents from coffee outlets were used for this study. The findings show that relational benefits have direct effect on perceived value and customer loyalty. In addition, relational benefits also have indirect effect on loyalty via perceived value. Finally, perceived value positively influenced customer loyalty. The findings suggest that coffee outlet operators with a better understanding of their customers’ perceptions, and help them in developing competitive strategies that differentiate themselves from competitors and win customer loyalty in an aggressive market.     

A within-level analysis of the effect of customer-focused perspective-taking on deep acting and customer helping behaviors: The mediating roles of negative affect and empathy

Service employees can face customer mistreatment on a daily basis, which can negatively influence their affect and subsequent service performance. Despite this reality, little research has examined theoretically based interventions to change employees’ affective reactions to customer mistreatment. Using an experience sampling method, the current study examined customer-focused perspective-taking through a longitudinal design consisting of five days of baseline measurements, followed by five days of intervention measurements. Frontline service employees completed daily measures of affective reactions (i.e., negative affect and empathy) and employee performance (i.e., deep acting and customer helping behaviors). The results showed that customer-focused perspective-taking decreased negative affect and increased empathy toward customers, which led to more deep acting and customer helping behaviors. Regardless of fluctuations in daily difficult customer interactions, the positive effect of customer-focused perspective-taking on the outcomes remained consistent at the within-person level.