主题餐厅消费意愿及其影响因素研究——基于重庆市572位顾客的调查数据

主题餐厅的活力和利润来源于忠诚的顾客,而影响忠诚顾客的关键因素在于消费意愿。该文从体验消费视角,在清楚界定主题餐厅概念的基础上。选取顾客是否愿意到主题餐厅消费的意愿作为被解释变量,主题餐厅消费主题、消费产品、消费感知物有所值和顾客生活形态特征作为解释变量,构建kgistic二元选择模型,依据对重庆市572位顾客的调查,对其到主题餐厅消费的意愿及影响因素进行分析。研究表明：顾客对主题特色、菜品特色的好奇心,对菜品质量、菜单设计、服务水平、消费成本的合理预期的认可,家庭收入与顾客到主题餐厅消费的意愿选择正相关。顾客对主题餐厅消费信息的了解程度、消费经验与到主题餐厅消费的意愿负相关。菜品品种、接待能力、年龄及受教育程度与是否愿意到主题餐厅消费意愿无显著相关。     

Customer Activated Terminals

Sales and profitability are key elements to bottom line success in the quick service restaurant industry. Increases in service delivery, productivity and customer satisfaction enhance the top line. The use of a "customer activated terminal," or CAT, may be a step to improving all of these critical areas. In this pilot study, installation of CATS has increased sales and profitability, increased speed of service, increased productivity and increased customer "perceived" control in the service encounter, which may lead to increased satisfaction. A new era in customer service may be introduced by touch screen terminals.     

Influence of Social Acceptability and Attitudes in Restaurant Beef Consumption

ABSTRACT

The competition for meeting consumer preferences for beef steak in the casual dining restaurant is increasing. In order to better understand these preferences researchers employed Sapp's expanded rational expectations intention model, a depiction of Ajzen and Fishbein's theory of reasoned action, to investigate consumers' intentions to consume beef steak in the casual dining restaurant. The expanded model added the social acceptability construct to Ajzen and Fishbein's rational expectations model. Social acceptability had significant causal path estimates for attitude, intention, and subjective norm. Additionally, researchers looked at possible gender differences in the social acceptability, attitude, and behavioral intention constructs. The path estimate between social acceptability and behavioral intention was significant for females but not for males. The attitude to behavioral intention causal path was the strongest path for both males and females; however, neither gender differed in the amount of weight placed on this causal path. The results of this study may assist the beef and restaurant industry to more effectively compete for market share by meeting consumer preferences for beef steak in the casual dining environment.     

An Extension of the Four-Stage Loyalty Model: The Critical Role of Positive Switching Barriers

ABSTRACT

This study broadened Oliver's (1997 Oliver, R. L. 1997. Satisfaction: A behavioral perspective on the consumer, New York, NY: McGraw-Hill.  [Google Scholar]) four-stage loyalty theory by incorporating positive switching barriers and multiple dimensions of cognition, and altering the links in the original theory to build a robust model that offers a clearer understanding of customers' loyalty formation. A total of 394 survey responses from full-service restaurant customers was used to achieve study objectives. Findings for the measurement model revealed a satisfactory level of construct reliability and validity. Supporting all research hypotheses, results from the structural model verified the adequacy of the extended loyalty theory. In particular, five paths were added for model improvement; a sequential process of loyalty development through cognitive, affective, conative, and action loyalty was confirmed; mediating impacts of attitudinal loyalty were identified; and an asymmetric role between factors of positive switching barriers in determining action loyalty was found. Implications of this study are discussed.     

The antecedent role of customer-to-employee relationships in the development of customer-to-firm relationships

In this study, a customer-to-employee (C–E) relationship construct is employed to test the antecedent role of C–E relationships in the development of customer-to-firm relationships. The authors propose a conceptual model of the relationships that are hypothesized to exist among the constructs of ‘rapport’, ‘relational benefits’, ‘affective commitment’, and ‘dedicational behaviours’ of customers with respect to full-service restaurants. This study demonstrates that rapport has a positive influence on customers' perceptions of relational benefits and that rapport and enhanced perceptions of relational benefits induce customers to develop affective commitment and form intentions to engage in dedicational behaviours towards restaurants.     

Examining the Relationship Between Advertising Expenditures and Sales of Quick-Service Restaurants in the United States

The United States fast-food industry represents an important business sector with respect to national and international economics. Due to the low levels of product differentiation and high industry competition, fast-food companies heavily engage in advertising and branding activities. Quick-service restaurants (QSR) are the largest and growing segment of the fast-food industry. The current study examined the longitudinal relationship between advertising expenditures and sales revenues for the QSR industry and leading QSR brands in the United States from 1986 to 2007. Hypotheses were tested using a time-series regression analysis. Managerial, research, and policy implications of the results are provided.     

The Impact of Price-Based and New Product Promotions on Fast Food Restaurant Sales and Stock Prices

A key tool used in demand or revenue management marketing strategies is the application of pricing tactics based on anticipated demand to enhance both customer utility and maximize firm performance (Wirtz et al., 2003). In the restaurant segment, particularly in quick-service restaurants (QSR), organizations focus on two main promotion formats to attract customers: price-based promotions and new product promotions. The purpose of this article is to explore how the number of price-based promotions and new product promotions influence firm sales growth or decline and change in stock prices. Results suggest that new product promotions can have a significant and positive effect on same store sales, whereas price-based promotions tend to results in lower same-store sales changes and changes in stock price. As an additional control for these results, the study controls for economic and seasonal conditions effects.     

Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective

Building on the linguistic landscape theory and literature on customers' experience with restaurants' authenticity and status, this study investigates whether restaurants' outdoor signs influence customers' perceptions and behavioral intentions. Using an experimental design comprising two studies, supported by data collected from Chinese consumers, we test how display characters and text flow may jointly impact on customers' perceptions of the status and authenticity of ethnic (Japanese and Taiwanese) restaurants, thus influencing their visiting intentions and willingness to pay. We find that display characters influence Chinese customers' perceptions of authenticity and status in both Japanese and Taiwanese restaurants in Mainland China. There is an interaction effect between display characters and text flow on customers' perception of authenticity and status in Japanese restaurants in Mainland China. This study applies the linguistic landscape theory to a restaurant context and examines how such features may influence customers’ perceptions and decisions. The findings have important practical implications on managing customer experiences and perceptions via effective restaurant sign designs.     

Antecedents and the underlying mechanism of customer intention of co-creating a dining experience

Companies have begun to tap into the resources of their customers to co-create unique and personalized experiences. This study aimed to investigate the influences of openness to experience, known as a customer personality trait, and the perceived physical environment on customers’ intention to participate in a co-creation experience. Positive anticipated emotions were introduced to explain the underlying process of co-creation. The data were collected from full-service restaurant diners in the United States. The results indicated that customers who score high in openness to experience are more likely to participate in the co-creation experience whereas the perceived physical environment did not influence the intention directly. The mediating role of positive anticipated emotions was significant between the perceived physical environment and the intention and between openness to experience and the intention. Theoretical and practical implications were discussed in the study.     

How should I respond to a complaining customer? A model of Cognitive-Emotive-Behavioral from the perspective of restaurant service employees

Many studies on coping have been conducted in diverse industries but within the hospitality industry, studies on how employees cope with customer complaints have only just begun, despite the task being one of the most significant stressors amongst service employees. The aim of this paper was to explore the cognitive appraisals, emotional elicitations, emotional coping behavior and complaint handling behavior of service employees. In-depth interviews were conducted with a total of 26 frontline restaurant employees. The results show that service employees engaged in different cognitive appraisals and emotional reactions in response to different customer complaints. Subsequently, they engaged in different emotional coping behaviors including both positive and negative of avoidance and approach. Theoretically, a model was developed to depict a holistic picture of Cognitive-Emotive-Behavioral in a complaint-handling context. The findings might assist industry practitioners to devise better complaint handling and coping strategies to enhance both customer and employee satisfaction.