Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance

Considering the large influence of social media on the restaurant chain industry, finding effective communication strategies to interact with customers is critically important. The purpose of the study was to investigate how restaurant chain’s CSR messages on social networking sites affect brand value and social distance. Data were collected from 403 social media users with a dining experience at a U.S. restaurant chain. A two-step structural equation model and a two by two between-subject experimental design were conducted for this study. The perception of CSR messages on SNS positively affects customer’s social distance and the restaurant’s brand credibility, and consequently enhance the brand equity. Restaurant chain’s concrete (vs. abstract) CSR messages on SNS has a positive influence on customers’ brand equity when their social distance is close (vs. distant). The study highlights the importance of shortening social distance to enhance brand equity when developing CSR messages on SNS.     

Does corporate growth really matter in the restaurant industry?

In this study, the authors hypothesize that growth strategies are not necessarily always performance-enhancing strategies that are sustainable. This is contrary to what industry managers tend to believe to be the outcome of growth strategies. Based on past research, a second hypothesis is developed that corporate liquidity impacts performance in a more positive way than growth strategies, and therefore, should be considered in the decision-making framework of firms before they launch into new products and/or markets. The interrelationship between corporate growth and liquidity is also tested, which further highlights the importance of pursuing corporate liquidity.     

关于中国城市饭店产业评价的思考

中国饭店业的发展加深着人们对饭店业的认识。单体饭店在走向成熟的同时,也需要整个饭店行业的成熟。文章提出衡量一个区域或城市饭店业是否成熟,有这样几个标准：拥有一批好的饭店群体,城市(地区)饭店的结构合理,有自身特色,有标志性的饭店,与城市特点相协调,有健全的行业法规,成熟的投资动机,成熟的职业经理人队伍,有成熟的市场和成熟的消费者,有成熟的饭店衍生业以及成熟的行业自律组织。     

Hospitality management study programme and students’ perceptions: universities in South Africa

This study using a questionnaire survey of 200 hospitality management students in two South African Universities assessed the perceptions of these students towards their study programme, the support they get while studying, and their intention to work in the hospitality sector over the long-term. Results from data analyses indicate that the students are generally satisfied with their study and would recommend hospitality management as a study programme to friends and relatives. Many of them also expressed the desire to work in the hospitality sector over the long-term. Their major concerns towards their study are in the areas of inadequacy of the hospitality management curriculum to address their study needs, the fear that fulfilling jobs will not be available for them after graduation, and their lack of knowledge regarding public and private funding for hospitality entrepreneurship activities. This study therefore calls on hospitality management study programme managers in South Africa to include entrepreneurship courses that address how graduates can source public or private funds to start up their own hospitality businesses, to decrease dependence on employers. Graduates with comprehensive and integrated knowledge of the hospitality sector operations and opportunities will not have fear of getting jobs and performing well in the sector.     

Nine-ending prices and consumer's behavior: A field study in a restaurant

The effect of nine-ending prices on customer's behavior was tested in a little restaurant (pizzeria-grill) where 1271 customers who ordered a pizza were observed. A list of nine main dishes was proposed in this restaurant and included five different pizzas. The effect of the price-ending of one pizza was tested. During 2 weeks, all the pizzas were proposed with a round 00-ending price (i.e. 8.00 €) whereas for the other 2 weeks a target-pizza was proposed with a nine-ending price (i.e. 7.99 €) whereas the four other were proposed with a round 00-ending price. A last, a third 2 weeks period was tested where all the pizzas were proposed with a nine-ending price. Results showed that an increase in the choice of the target-pizza by the customers was observed when the price of this item was a nine-ending price and the prices of the other items ended with zero. No difference in the choice of the target-pizza was observed when all the items were presented with the same type of ending (9 or 0).