The mediating role of consumption emotions

Although the importance of affective reactions has been emphasized in the service industry, there are still relatively few empirical studies which conclusively explain how consumption emotions induce in a consumption situation and how such emotions play a role in customers’ satisfaction judgments in the context of ethnic restaurants. Accordingly, this study aimed to examine how differently positive and negative emotions mediate the influence of two fundamental values of ethnic restaurant consumption on levels of customer satisfaction. Data obtained through an online survey was analyzed by means of structural equation modeling analysis. Results demonstrate that utilitarian value directly and indirectly affects consumption emotions and customer satisfaction, whereas hedonic value only indirectly affects customer satisfaction through positive emotions. The findings suggest that not every perceived hedonic value leads to customer satisfaction unless customer experience positive emotions from such a value. In that regard, this study holds significant implications to ethnic restaurant marketers.     

A Thirst for the Real Thing in Themed Retail Environments

ABSTRACT

The restaurant industry is experiencing a trend toward “authentic” ethnic restaurants that promise not only authentic food from a specific culture, but also an authentic dining experience and decor. For many consumers, these ethnic dining experiences constitute their sole contact with foreign cultures. This paper explores the importance of authenticity in ethnicthemed restaurants. It considers the methods employed and the frames of reference used to create these themed environments, consumers' abilities to delineate the real from the fake and the importance of authenticity as a component of the consumption experience. This exploratory study used qualitative research methods to report emerging themes derived from one type of ethnic restaurant, Irish pubs in Savannah, Georgia during St. Patrick's Day festivities. Managerial and research implications are offered.     

Location patterns of urban restaurants

Locational patterns of five categories of restaurants in eight Canadian cities in Ontario are examined to identify spatial regularities. Spatial regularities sought include tendencies to agglomerate or deglomerate with respect to restaurants of the same category as well as of different categories; spatial correlations with other land uses; apparent effects of varying traffic levels (AADTs) on restaurant location; and variations in restaurant patterns in cities of different population sizes. Specific hypotheses relating to these expected spatial regularities were formulated, the majority of which were confirmed. The paper concludes with some observations on the types of locations that appear to support successful restaurants in urban areas.     

The Effects of Race,Education, and Income on Tipping Behavior

ABSTRACT

The purpose of this study is to find out if African Americans do tip less frequently than Whites and if income and education influence the relationship. Respondents were asked about the frequency of tipping and the reasons for tipping. The results suggest that race was a significant factor in the frequency of tipping servers, bartenders, luggage handlers, taxi drivers, and parking attendants. However, income and education tend to nullify these results. Overall the results suggest that while race may be a factor in some service transactions, much of the race effect be nullified by education and income.     

Changing Food Consumption Patterns and Their Impact on the Quick Service Restaurant Industry

Summary

During the past two decades there have been significant changes in U.S. food consumption patterns. Consumers are purchasing smaller quantities of milk, eggs, pork, and beef. They are consuming more poultry, fish, fruits and vegetables. Such trends in food demand are important since they may require corresponding changes in marketing and production strategies for the foodservice industry. This study investigates the driving forces that influence consumer food preferences and the trends in food consumption patterns, and consequently their influence on the Quick Service Restaurant industry.     

The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image

The current study aimed to address the lack of studies on consumers’ perceived authenticity of traditional restaurants. Specifically, this study examined the antecedents of perceived authenticity by focusing on three restaurant attributes (i.e., authenticator, ownership type, and history). Additionally, by utilizing cognitive appraisal theory, the current study developed an authenticity model to enhance our understanding of the effect of perceived authenticity on consumer behavior. The results show that authentication by local people and chain ownership significantly enhance consumers’ perceived authenticity. Moreover, consumers’ perceived authenticity influences their purchase intention both directly and indirectly through restaurant image and positive emotion. This study’s findings provide traditional restaurateurs with insights into how to enhance perceived authenticity and purchase intention.     

Theme restaurants’ servicescape in developing quality of life: The moderating effect of perceived authenticity

This study was designed to investigate the role of servicescape, customer emotion, satisfaction, and perceived authenticity (PA) in the generation process of theme restaurant customers’ quality of life. We employed a survey methodology that used the data collected from theme restaurant customers, conducted structural analysis, and tested for metric invariance. Results showed that our theoretical model explained a sufficient amount of variance in overall quality of life; the hypothesized relationships in our research framework were generally supported; and customer emotion, satisfaction, and subjective well-being were significant mediators. Moreover, the proposed moderating impact of PA was partially supported. Overall, our empirical findings provide a significant contribution toward advancing the knowledge of how servicescape dimensions, customer emotion, satisfaction, subjective well-being, and quality of life are related. Finally, we share insight into how these relationships are affected by PA in the formation of theme restaurant customers’ quality of life.     

Applying mixed methods to identify what drives quick service restaurant's customer satisfaction at the unit-level

The current study addresses issues related to developing a set of critical quality attributes. The primary research objective was to address drawbacks of importance–performance method and develop a novel approach that identifies satisfaction drivers for unit-level quick service restaurant (QSR). The new approach is based on synthesis of qualitative, PRCA, and importance grid methods. Basic (taste, temperature, and accuracy), performance (friendliness) and excitement (cleanliness, speed, and ease of understanding) factors were identified for a QSR context. The current findings help to resolve the problem of performance optimization and identify an optimal set of QSR attributes to allocate resources. Taste, temperature, and accuracy must be ensured as top priority. Then, friendliness should also be ensured and only after that the resources should be allocated to cleanliness, speed, and ease of understanding. Generalizability of the findings is bounded by the fact that only one QSR chain was examined. Additionally, only a limited number of QSR attributes was examined.     

Food safety inspections results: A comparison of ethnic-operated restaurants to non-ethnic-operated restaurants

This study examined the proposition that cultural differences between ethnic-operated restaurants in high tourism areas of the United States (US) compared to non-ethnic operated restaurants explains the differences in food safety and sanitation inspection scores in five US cities considered popular tourism destinations. It was hypothesized that ethnic-operated restaurants, composed of people from different cultural norms than that of the indigenous US population, would result in significantly higher rates of critical regulatory violations than non-ethnic-operated restaurants. Food safety inspection data was obtained from five cities in the west, mid-west, east and two from the south for the years 2009 and 2010. Results confirmed the hypotheses that ethnic-operated restaurants have significantly higher rates of inspection and critical violations. Implications for regulators, trainers, ethnic restaurants and organizations seeking to manage diversity are discussed.     

Going Green in Quick-Service Restaurants: Customer Perceptions and Intentions

As many industries are realizing the ecological, financial, and social benefits to implementing green practices in business, the literature shows that restaurants are slowly following suit (Deveau, 2009 Deveau, D. 2009. Fight the power. Foodservice and Hospitality, 41(11): 47–52.  [Google Scholar]; Dutta, Umashankar, Choi, & Parsa, 2008 Dutta, K., Umashankar, V., Choi, G. and Parsa, H. G. 2008. A comparative study of consumers' green practice orientation in India and the United States: A study from the restaurant industry. Journal of Foodservice Business Research, 11(3): 269–285. [Taylor & Francis Online] , [Google Scholar]). Increased competition in the marketplace coupled with changing guest demand as well the need to ensure guest satisfaction are some of the driving factors for service organizations to go green. The current study analyzes perceptions of a random sample of quick service restaurant guests in the Midwest regarding the green practices of restaurants in order to determine the impact that these practices may have on satisfaction, the intent to patronize the restaurant, and therefore the bottom line of the businesses. The findings show that although respondents believed that restaurants should utilize green practices, most people were not willing to pay higher prices for those green practices. Another finding is that people who implement green practices at home tend to have the intention to visit green restaurants more often. Increasing knowledge through marketing the green practices should be implemented by restaurants in order to increase awareness of such practices to the general public.