Prelims

Half Title Page

Global Strategic Management in the Service Industry: A Perspective of the New Era

Title Page

Global Strategic Management in the Service Industry: A Perspective of the New Era

EDITED BY

SALOOMEH TABARI

Cardiff University, UK

AND

WEI CHEN

Sheffield Hallam University, UK

United Kingdom – North America – Japan India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2022

Editorial matter and selection © 2022 Saloomeh Tabari and Wei Chen.

Individual chapters © 2022 the authors.

Published under exclusive licence by Emerald Publishing Limited.

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters’ suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-80117-082-6 (Print)

ISBN: 978-1-80117-081-9 (Online)

ISBN: 978-1-80117-083-3 (Epub)

Dedication Page

This book is dedicated with love to my incredible parents Sarah Pishgah and Mohsen Tabari and to my best friend and love of my life Dr Daniel Prokop. I am thankful for your continued support and believing in me.

Saloomeh Tabari

For my wonderful kids Ben, Joseph, Isabel and my soul mate Jinping.

Wei Chen

Contents

List of Tables and Figures

About the Contributors

Dr Maria Alebaki is a Research Associate at the Agricultural Economics Research Institute (AGRERI) of the Hellenic Agricultural Organization ELGO-DIMITRA. She holds a PhD in Agricultural Economics from the Aristotle University of Thessaloniki. Her academic interests lie in the areas of rural and wine tourism, consumer behaviour in tourism, tourism networks and the sustainability/resilience perspective of tourism development. Her work appears in peer-reviewed journals, book chapters and conference proceedings, while her academic experience also includes teaching in higher education institutes, as well as participation in research and development projects. Currently, she serves as an Adjunct Faculty Member at the Hellenic Open University, the International Hellenic University and the Agricultural University of Athens.

Dr Holly Barry is the Brand Strategist in Barry Group, a leading wholesale distribution company in Cork, Ireland. Holly has vast experience in both academia having spent time lecturing in Munster Technological University and in marketing practice, working with leading national and international brands. It is Holly’s ability to merge her experience from both realms that has led to her success to date, presenting at conferences throughout Europe and consulting with businesses on marketing effectiveness, brand development and marketing strategy.

Karl Bolton, previously, had a varied 25-year corporate career including time working in Zimbabwe and South Africa. Having studied marketing and business studies prior to moving into tourism, he has worked for several travel companies within a product, commercial and marketing role including working for First Choice, Nielsen, Flight Centre and Explore. He has also managed numerous departments including leading product, contracting, customer service and marketing teams. His wealth of industry experience enables him to relate the lecture content into real life scenarios which assists student learning. He has consequently been nominated for lecturer of the year at university institutions in the 2018/2019 and 2919/2020 academic years.

Dr Wei Chen is a Senior Lecturer in Strategic Management at Sheffield Hallam University. He has wide experiences in cross-culture management in the hospitality and tourism industry. His book International Hospitality Management with Professor Alan Clarke has been published in English, French and Portuguese, and he has translated books such as Trade Show and Event Marketing into different languages. He is the Chief Overseas Editor for Finance and Economy, a business magazine, in China. He is also a Senior Business Advisor of a renowned sport company in England.

Dr Bhavini Desai is an Associate Professor and a Direct of Content for Brand Management and Marketing at Regent’s University London. With over 15 years of academic experience in Digital Marketing and Data Analytics, she has balanced this with industry experience from consultancy work for private and public sectors. Her research interest areas are in innovation and adoption of emerging technologies for digital marketing with a particular interest in changes in consumer behaviour, marketing to the new age digital customers, big data management and strategic management. She has published several articles in journals, conferences and books.

Dr Li Ding is an Assistant Professor at Institut Paul Bocuse, France. She graduated from Oklahoma State University in 2018 with a doctoral degree in Hospitality Management. Her research concentrates on hospitality strategic management and financial management. She has published research papers on the International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, International Journal of Tourism Research, International Hospitality Review, International Journal of Tourism Sciences and Global Business and Financial Review and presented research papers at over 20 international academic conferences. She is the Author of the article titled ‘Employee’s Challenge-hindrance Appraisals Toward STARA Awareness and Competitive Productivity: A Micro-level Case’ (2021). She serves as the reviewer for Tourism Management, International Journal of Contemporary Hospitality Management, Journal of Hospitality and Tourism Management and Tourism Economics.

David Egan is a Senior Lecturer in the Sheffield Business School at Sheffield Hallam University. He teaches in Hospitality Management and is an Active Researcher. His main areas of research are the culture of cafes where he has presented a number of conference papers on this subject; he has also published widely in the field of Hospitality Management, particularly in the area of revenue management.

Helen Egan is a Senior Lecturer in the Sheffield Business School at Sheffield Hallam University. She is based in the food subject group and has a particular interest in café culture, with a focus on how the physical environment interacts with the social. She has co-authored several conference papers on this topic.

Dr Ian Elsmore is a Senior Lecturer at Sheffield Business School at Sheffield Hallam University. He teaches in Hospitality Management and is an Active Researcher. His research interests lie in gaining an understanding of the relationship between the physical and the social. In particular, the way that this relationship determines not only how space is created but also the way space is subsequently used.

Dr Pio Fenton is Head of Department of Marketing and International Business at Munster Technological University (MTU) where he has overseen the development of MTU’s extensive suite of Marketing, Digital Marketing, Sales and International Business programmes. Graduating in 2001 with a Bachelor of Science in Computer Applications Dr Fenton went on to complete a PhD specialising in Artificial Intelligence applications for Production Scheduling problems. Subsequently, Dr Fenton pursued research interests in topics as diverse as data-mining, mass-spectrometry interfaces and Project Management before participating in IESE’s renowned Faculty Development Programme in Barcelona. In parallel to this Dr Fenton assumed a national leadership position within a suicide prevention organisation operating in Ireland and the UK. The Department of Marketing & International Business recently won a prestigious national Education Award for its emphasis on Business Collaboration. The department is home to 950 students.

Dr Filia Garivaldis is a Senior Lecturer at Monash University and is involved in behaviour change research and education at the Sustainable Development Institute. She researches individual differences in the ability to control thoughts, emotions and behaviour, to facilitate goal completion. Furthermore, she is involved in leading the development of online education at the institute, including an MOOC on applying behavioural science to address the Sustainable Development Goals. Previously, she co-led the development, implementation and research evidence-based refinement of a large and innovative new fully online and accredited course in psychology and an international online education research programme at Monash University.

Dr Yangyang Jiang is an Associate Professor in Marketing at Nottingham University Business School China, University of Nottingham Ningbo China, and Fellow of the Higher Education Academy. Her research focusses on services marketing, digital marketing, customer experience and sustainable development. Apart from working for several multinational companies in marketing and management-related functions, she worked for the Olympic Partner’s Global Hospitality Program at four Olympic Games in China, Canada, UK and Brazil.

Dr Stella Kladou is a Postdoc Researcher at the Hellenic Mediterranean University. She has served as an Assistant Professor in the Tourism Administration Department at Boğaziçi University in Istanbul, Turkey, and a Senior Lecturer at Sheffield Hallam University in the UK . Her research mainly pertains to place branding but also works on cultural tourism, consumer behaviour and digital marketing. She edited books, published in prominent academic journals and books of international publishers and presented at well-esteemed international conferences. She is an International Place Brand Specialist for the Place Brand Observer and in the scientific and editorial board of international conferences and the Journal of Qualitative Research in Tourism, respectively.

Dr Rose Leahy is a senior lecturer and research supervisor in the area of marketing in Munster Technological University. Rose is an experienced academic, who has presented at conferences both nationally and internationally, and who also has published papers in international journals. Rose has over 20 years of teaching experience at third level to both undergraduate and postgraduate students and has also supervised many students successfully at both masters and doctorate level. She has extensive experience of working with companies and carrying out research for companies in the marketing discipline.

Michail Papaioannou currently lectures at Sheffield Hallam University on a variety of subjects, specializing in hotel management, hotel analytics and strategic resort management. He holds a BA (Hons) in Hospitality Management, an MSc in Tourism Management and Marketing and currently pursuing a PhD on knowledge and learning within the internationalization process of hotel chains. He has more than 20 years of hotel management experience within the luxury sector. His research interests include international business, hotel and resort operations, hotel sustainable practices and hotel chain internationalization and knowledge management.

Phitcha Patchutthorn studied international hospitality business management with culinary arts at Sheffield Hallam University. After she graduated from Sheffield Hallam University, she joined culinary courses to follow her passions for food and gained experiences in restaurant industries as a chef until now. Her research is mainly focussed on food and menu labelling.

Dr Maria Psimouli is an Associate Lecturer at The American College of Greece. She holds a PhD in Marketing from the Athens University of Economics and Business (AUEB), while in the past she has served both as a Research Fellow at the Athens Laboratory of Research in Marketing and as a Marketing Executive in national and multinational companies. Her research interests lie in the areas of international marketing, place branding, heritage and tourism. Her work has been published in well-established academic journals and presented at international conferences.

Dr Sylvie Studente is an Assistant Professor and a Course Leader for the MSc in Digital Marketing and Data Analytics at Regent’s University London. With 20 years research experience, she has led numerous international projects. Her research interests span the areas of education, cognitive psychology, e-learning and technology. She has industry experience in project management, artificial intelligence and interaction design. She is a Chief External Examiner at the University of Westminster and a Doctoral Supervisor for the University of Northampton. Her most recent publication is titled ‘The Impact of Covid-19 on Teaching and Learning in Higher Education’, available through Nova Science Publishers.

Dr Saloomeh Tabari is a Lecturer in Marketing at Cardiff University. She has was a Senior Lecturer at University of Huddersfield and Sheffield Hallam University prior to joining Cardiff. Her research mainly centres on consumer behaviour, intercultural communication, cultural intelligence and marketing. She has published in prominent academic journals and books and presented at international conferences. She is an Associate Editor for the Journal of Islamic Marketing and on the Scientific and Editorial Board of international conferences and journals.

Dr Yi Wang is an Associate Professor in Marketing and Tourism at Nottingham University Business School China, University of Nottingham Ningbo China, and is a Senior Fellow in the Higher Education Academy. She has been researching in the area of tourism for more than 10 years and has published in various international journals. Her research focusses on rural tourism, family travel experiences, tourism planning and policy-making, sustainable tourism development, tourism and poverty reduction in rural areas, etc. She has participated in various rural tourism development projects and has been funded by local and national governments in China.

Jia Xu is a PhD Candidate in Marketing, at Nottingham University Business School China, University of Nottingham Ningbo China. She is in her second year and is researching about customer psychology and travel experiences. She has research interests in travel experiences, service marketing as well as destination marketing.

Foreword

Strategic management research has a long and rich history in marketing and service management studies. Ultimately, understanding the nature and beauty of the strategy approaches to the organisations comes mainly with practice. This volume presents an inspiring combination of studies and insights into ongoing changes around global strategic management developments and consumptions behaviour by making the research accessible to a wide range of participants. This pioneering selection of chapters aims at opening the space for more research into new era and its development in the new directions and implications for the service industry. As such, this book provides an overview to strategic management issues in the service industry in the new era and especially after Covid-19 pandemic. As a result of the vivid changes to the service industry and consumption behaviour, the managers and business owners had to re-evaluate their long-term strategies and make visionary managerial decisions regarding the nature of their businesses. The need to revisit the existing strategies and marketing plans has been felt more than ever in order to speed up the recovery of the service industry and respond to the markets with increasing complexity and technological sophistication. As such, this collection will be of interest to established, early career researchers, university students and practitioners, who would like to understand the new research, findings and discussions on strategic and marketing management for the new era in the service industry.

Preface

This book is designed with service industry researchers, including PhD and research students of doctorate in marketing and business management who would like to understand the global strategic management in the service industry. This book is structured to discuss not only the changes on consumption behaviour but also broader considerations and flexible approaches for the new era and current issue of Covid-19 pandemic within service industry, strategic and marketing management. All chapters are based on robust and holistic literature reviews and are prepared by active researchers in the field.

This book contributes 10 chapters covering a range of sectors within service industry. Bhavini Desai, Sylvie Studente and Filia Garivaldis introduce the impact of the Covid-19 on consumer purchasing behaviour in the retail store in Chapter 1. In Chapter 2, Li Ding discusses employees’ STARA awareness and innovative work behavioural intentions in US casual dining restaurants. In Chapter 3, Michail Papaioannou explains the strategic decision to Internationalisation within soft services in the context of hotels. In Chapter 4, Maria Alebaki, Maria Psimouli and Stella Kladou discuss the social media for wine tourism in the era of Covid-19. In Chapter 5, Saloomeh Tabari and Wei Chen explain the challenges and motivations ethnic female entrepreneurs facing in the service sector. In Chapter 6, Yi Wang, Jia Xu and Yangyang Jiang explore the leadership, innovation and service strategy during post-pandemic in Chinese B&B. In Chapter 7, Karl Bolton discusses the impact of Covid-19 on group tour operators and the implications for overtourism. In Chapter 8, Helen Egan, Ian Elsmore and David Egan explore the third-place concept and impact of café on society. In Chapter 9, Phitcha Patchutthorn and Saloomeh Tabari discuss the impact of menu labelling and consumer decision-making by focussing on calorie information on the menu of the quick-service restaurant. This book ends with Holly Barry, Pio Fenton and Rose Leahy exploring the role of experiences in driving strategy in the twenty-first century in Chapter 10.

Saloomeh Tabari, Deportment of Marketing and Strategy, Cardiff Business School, Cardiff University, UK.

Wei Chen, College of Business, Technology and Engineering, Sheffield Hallam University, UK.

Acknowledgements

We would like to thank the contributors to this book for their forbearance in the face of a protracted editorial process, the reviewers and the support of the Emerald group.

Saloomeh and Wei

I would like to thank my parents Sara and Mohsen for their endless love and support and Daniel you know how much I love you, and this work wouldn’t be completed without your encouragement, support, long conversations and all those cups of coffee you made me.

Saloomeh

This unprecedented pandemic between 2020 and 2022 requires a commitment by each of us, as members of the community, to care for ourselves and for one another. I would like to thank my family, my friends and my neighbours, and especially NHS, who helped me to go through the tough journey during this book-editing project. It is impossible with the love from them.

Wei