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Article
Publication date: 21 March 2024

Emrah Keskin, Ozgur Yayla, Nevres Sezen and Bekir Bora Dedeoğlu

Gastronomic festivals are important events to bring people together around food-themed activities. This study aimed at determining the relationships between festival quality…

Abstract

Purpose

Gastronomic festivals are important events to bring people together around food-themed activities. This study aimed at determining the relationships between festival quality, memorable food experience, loyalty, behavioral intention, hedonic well-being, and eudaimonic well-being. In this study, festival quality is the independent variable that affects the memorable food experience, the memorable food experience is the independent variable that affects loyalty, and loyalty is the independent variable that affects behavioral intent. Hedonic well-being and eudaimonic well-being are moderating variables. Behavioral intention is the dependent variable, while memorable food experience and loyalty are both dependent and independent variables.

Design/methodology/approach

The population consisted of local tourists visiting Orange Blossom Carnival held in Adana, Turkey. The survey technique and the convenience sampling method were preferred and 545 data were obtained.

Findings

The analysis results showed that all dimensions of the memorable food experience are strongly affected by festival quality. Plus, superior service approach and high value perception dimensions of the memorable food experience have significant effects on loyalty. Furthermore, destination loyalty was found to have a strong effect on behavioral intentions. Moreover, higher levels of Hedonic well-being (HWB) and Eudomenic well-being (EWB) were found to increase the effect of loyalty on behavioral intention; accordingly, the moderator roles of HWB and EWB were determined.

Practical implications

This article provides information that the memorable dining experiences of festival visitors who attend the Orange Blossom Carnival in Adana affect the quality of the festival and their intentions to loyalty. In addition, in the study, it was found that the well-being of carnival visitors had a moderating role in the effect of their loyalty on their behavioral intentions. Therefore, this article provides information on how the food experiences and well-being of the visitors at the gastronomy festival will affect which factors.

Originality/value

According to the findings, gastronomy-based events may affect tourists’ experiences, and tourists’ psychological well-being affects loyalty and behavioral intentions. Destination management organizations can learn about gastronomy-based festivals. The results of the study include a number of theoretical and practical findings for destination management organizations, festival managers, policy makers and academics working in the literature.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 6 September 2023

Sercan Kural and Oğuz Özbek

The study aimed to establish football fans' levels of social identity, team loyalty, and behavioral intentions toward sports consumption and to determine the relationship between…

Abstract

Purpose

The study aimed to establish football fans' levels of social identity, team loyalty, and behavioral intentions toward sports consumption and to determine the relationship between these variables using a structural equation model.

Design/methodology/approach

Research methods: The research model was tested by data analysis using AMOS 23.0. The study sample included 518 football fans with mean age 30.87 (±10.15) years. Data were collected using an online questionnaire delivered to football fans via social media.

Findings

The results supported the study hypotheses and showed that social identity and team loyalty had a significant effect on behavioral intention toward sport consumption for football teams. Social identity was found to have a direct effect on sport consumption behaviors. It was further established that team loyalty was a mediator in the relationship between the fans' social identity and behavioral intention toward sports consumption.

Research limitations/implications

The study planned to collect the data at the stadium entrance before the game; however, it was not possible to reach the fans face-to-face due to the COVID-19 pandemic, and therefore, the data were collected online.

Practical implications

By understanding how the extent of social identity affects sports consumption intention, sports club managers can achieve a higher level of fan loyalty to their teams.

Social implications

The present study provides additional insight into the available literature on team identification. It demonstrated that team identification was associated with social identity and that social identity had an impact on sports consumption behaviors.

Originality/value

This study is an original study in that it is a study in which the social identity scale is used together with the variables of team loyalty and sports consumption behavior intention. The findings of this study help understand the processes that shape the behavioral intentions of football fans toward sports consumption. Furthermore, the mediating role of the developed model was tested using team loyalty.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 6
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 14 June 2022

Sujata Khandai, Jones Mathew, Renu Yadav, Sonia Kataria and Harpuneet Kohli

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also…

1665

Abstract

Purpose

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.

Design/methodology/approach

A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.

Findings

A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.

Research limitations/implications

Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.

Originality/value

The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

Details

Society and Business Review, vol. 18 no. 2
Type: Research Article
ISSN: 1746-5680

Keywords

Open Access
Article
Publication date: 29 December 2023

Ajimon George and Jobin Sahadevan

This study aims to deal with the paucity of studies in the stages of the development of loyalty behaviour of customers in the healthcare context by incorporating three crucial…

Abstract

Purpose

This study aims to deal with the paucity of studies in the stages of the development of loyalty behaviour of customers in the healthcare context by incorporating three crucial service quality dimensions (physical environment, personnel quality and technical quality) and also investigating trust and commitment as mediating factors.

Design/methodology/approach

Survey data were obtained from 420 respondents admitted to government hospitals in Kerala employing a convenience sampling method. The formulated hypotheses were tested using partial least square structural equation modelling.

Findings

Results indicate that patient satisfaction, trust and commitment can create favourable behavioural intentions amongst patients. When patients reveal higher trust, they are more inclined to value healthcare services and willing to commit to a long-term relationship, resulting in increased patient loyalty.

Practical implications

Organisational efforts should improve trust and commitment and build a good relationship between service providers and patients. Efforts should be taken to raise the standard of technical and personnel aspects, and a focus on physical infrastructure should also be considered to build a favourable behavioural intention to revisit and positive referrals.

Originality/value

This is the first empirical study to analyse technical quality, personnel quality and physical environment along with the mediating effect of trust, and commitment in a four-stage loyalty development model in the healthcare context of Kerala, India.

Details

Rajagiri Management Journal, vol. 18 no. 2
Type: Research Article
ISSN: 0972-9968

Keywords

Article
Publication date: 15 August 2023

Mohammad M. Rahman, Philip J. Rosenberger, Jin Ho Yun, Mauro José de Oliveira and Sören Köcher

Insights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops…

Abstract

Purpose

Insights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops and tests a theoretical model investigating the effects of football-game socialisation, team interest, football interest and transaction satisfaction (stimuli) on fanship and cumulative satisfaction (organism), and subsequently, attitudinal loyalty and behavioural loyalty (response). National culture was a moderator.

Design/methodology/approach

A self-administered online survey collected data from a convenience sample of 762 football fans from Brazil, China and Germany.

Findings

The PLS-SEM results support the S-O-R based model, indicating that football fan-loyalty behaviours are determined by fanship and cumulative satisfaction with the team. Fan experiences, in turn, are also found to be influenced by fan perceptions relating to socialisation, team interest, football interest and transaction satisfaction—elements over which the football team's management may exert some degree of control. Some national cultural differences were found, with three of the model's 12 structural paths significantly different for Germany vis-à-vis Brazil.

Originality/value

This study advances the authors’ understanding of the significance of socialisation and fan-interest factors for football, providing evidence supporting the role of the fan experience and service-consumption stimuli related to those game experiences as significant drivers (stimuli) of the fan's affective (fanship) and cognitive states (cumulative satisfaction). This study enriches the limited body of evidence on fanship's role as a driver of attitudinal and behavioural loyalty. Finally, the multi-country study partially supports the moderation effect of national culture.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 31 May 2022

Jookyung Kwon, Hoyeol Yu and Jiseon Ahn

Despite the importance of mobile experiences in the food service industry, extant studies do not empirically examine customers' behavior. Thus, the authors examine this issue by…

Abstract

Purpose

Despite the importance of mobile experiences in the food service industry, extant studies do not empirically examine customers' behavior. Thus, the authors examine this issue by using utility theory to understand the role of multidimensional customers' perceived value in the formation of a positive attitude.

Design/methodology/approach

Customers' perceived service, process, and relationship values are hypothesized to affect satisfaction, which in turn affects attitudinal loyalty to food delivery applications. Also, the authors explore whether attitudinal loyalty influences customers' behavioral loyalty. Hypotheses are examined using data from US customers of food delivery applications. Partial least squared structural equation modeling is used.

Findings

Results show that customers' perceived service, process, and relationship valuation of mobile experiences influence satisfaction, whereas only the process value influences satisfaction and attitudinal loyalty. Moreover, customers' behavioral loyalty is positively affected by satisfaction and attitudinal loyalty.

Research limitations/implications

Service, process, and relationship values have been shown as an important indicator of customers' positive attitude toward food delivery service providers. Thus, this study provides a better understanding of the relationship between customers' mobile service experience and their behavior will allow service providers to design better mobile services.

Originality/value

The study extends utility theory to mobile the food delivery context. Specifically, this research demonstrates why and how customers decide to use mobile food delivery application.

Details

Journal of Hospitality and Tourism Insights, vol. 6 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 13 July 2023

Wei Liu, Zongshui Wang, Ling Jian and Zhuo Sun

This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.

Abstract

Purpose

This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.

Design/methodology/approach

A total of 401 online questionnaires were distributed to individuals with live streaming showroom shopping experience, and SmartPLS software was used to analyse the data and test the hypotheses.

Findings

Broadcasters' characteristics are positively associated with viewers' parasocial relationships, thus further enhancing viewers' attitudinal and behavioural loyalty towards that broadcaster's streams. Parasocial relationships mediate the effects of most broadcaster characteristics (except for expertise) on attitudinal and behavioural loyalty. In addition, parasocial relationships have a stronger positive effect on viewer behaviours for hedonic products and under high match-up.

Originality/value

The broadcaster is a key indicator of the success of live streaming commerce. This study establishes a well-organized framework to understand how broadcaster characteristics influence viewer loyalty towards that broadcasters' streams based on parasocial relationship theory.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 18 October 2022

Ala’ Omar Dandis, Donna Marie Wallace-Williams, Arnt Kyawt Ni, Len Tiu Wright and Yousef Ibrahim Abu Siam

The aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and…

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Abstract

Purpose

The aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).

Design/methodology/approach

Employing an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.

Findings

Relational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.

Practical implications

The findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.

Originality/value

The current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

Article
Publication date: 15 March 2023

Byung Ryul Bae and Sung-Eun Kim

The aim of this study is to examine how brand trust moderates the effect of brand experience on brand loyalty mediated by brand love in the context of Korean smartphone users. The…

3736

Abstract

Purpose

The aim of this study is to examine how brand trust moderates the effect of brand experience on brand loyalty mediated by brand love in the context of Korean smartphone users. The authors examine the relationships focused on Apple iPhone and Samsung Galaxy phone.

Design/methodology/approach

The authors designed the conceptual model based on theoretical and empirical background. The authors collected data using a self-administered structured questionnaire through an online research company. The authors tested the hypotheses using a structural equation modeling in AMOS and PROCESS macro model number 8 based on 598 Korean smartphone users.

Findings

The authors found that brand experiences affect brand love, and brand love affects brand loyalty. The authors found that brand experiences affect brand loyalty directly, and brand love mediated the relationship between brand experiences and brand loyalty. The authors found that brand trust had a moderating effect between brand experiences and brand love but had no moderating effect between brand experiences and brand loyalty. Finally, the authors found that brand trust has a moderated mediation role between brand experiences, brand love and brand loyalty.

Originality/value

This is the first study to examine the moderated mediation role of brand trust in the relationship between brand experiences, brand love and brand loyalty focused on Apple iPhone and Samsung Galaxy phone users in the Korean context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 24 January 2024

Pablo Cabanelas, Andrea Mezger, María Jesús López-Míguens and Klaus Rüdiger

Clean and sustainable energy becomes an alternative to differentiate electricity suppliers, but it is necessary to have a better understanding of their behaviour to achieve green…

Abstract

Purpose

Clean and sustainable energy becomes an alternative to differentiate electricity suppliers, but it is necessary to have a better understanding of their behaviour to achieve green customer loyalty. This paper aims to deploy a behavioural model that helps explain loyalty of customers towards green electricity providers by including a series of antecedents such as trust, satisfaction, perceived environmental impact, propensity to trust and perceived risk.

Design/methodology/approach

The paper deploys a behavioural model that it is tested through structural equation modelling to a sample of 231 German electricity consumers with green contracts. The data analysis included two steps: first, the development and validation of the scales used to measure the constructs proposed in the model, and second, the model test.

Findings

Results demonstrate that trust and satisfaction directly influence loyalty, while satisfaction and the other variables included in the model have an indirect relationship with loyalty mediated by trust and satisfaction. As green characteristics of electricity are difficult to evaluate, managers should demonstrate in their communication the environmental effects of their activities while emphasising their capacity to attend to supply requirements for building long-term customer relationships.

Originality/value

The paper is focused on the understanding of those consumers who have signed a green electricity contract and the antecedents associated to their loyalty. The behavioural model helps identify how managers should apply marketing strategies to foster green consumers loyalty.

Details

International Journal of Energy Sector Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6220

Keywords

1 – 10 of over 4000