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This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context.

This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software.

This paper supports that both customer social value and quality affect perceived value (PV). PV in turn has effects on customer satisfaction and the latter influences loyalty. Conversely, both customer emotional value and customer expectations were not confirmed as antecedents of PV.

The consumer satisfaction analysis conducted differs substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors.

Practitioners, retailers and relevant institutions should design strategies to manage efficiently channel efforts to improve the consumer satisfaction and its loyalty.

This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.

研究旨在確認在公平貿易咖啡消費的課題上，顧客滿意的誘因及其後因，這包括實用的因素，社會的因素和情感的因素。

研究之數據廣泛來自在西班牙177名公平貿易咖啡消費者; 分析則以結構方程模型，並以SPSS Amos 26軟件來進行。

研究結果證實，顧客社會價值和質量是會影響認知價值的;認知價值繼而影響顧客滿意度，而顧客滿意度又進而影響他們的忠誠。相反的，顧客情緒價值或他們的期望、均未能證實是認知價值的先決條件。

本研究所進行的消費者滿意度分析，與其它以傳統方法銷售的咖啡之相關研究有很大的分別，這是因為本研究除了考慮實用的因素外，還納入了社會因素和情感因素。

從業人員、零售商和有關的機構應制訂適切的策略，以能有效地管理各個管道，來提升消費者的滿意度和忠誠。

本研究的貢獻在於它幫助我們在公平貿易咖啡消費的課題上，對消費者滿意及其效果有更深入的認識。研究亦提供了一個探討顧客滿意度的嶄新、綜合的理論模型，而這個理論模型，除了涵蓋知覺認知 (質量和期望) 的因素外，還納入了社會的和情感的知覺因素。

Taking into consideration the current human need for agricultural produce such as rice that requires water for growth, the optimal consumption of this valuable liquid is important. Unfortunately, the traditional use of water by humans for agricultural purposes contradicts the concept of optimal consumption. Therefore, designing and implementing a mechanized irrigation system is of the highest importance. This system includes hardware equipment such as liquid altimeter sensors, valves and pumps which have a failure phenomenon as an integral part, causing faults in the system. Naturally, these faults occur at probable time intervals, and the probability function with exponential distribution is used to simulate this interval. Thus, before the implementation of such high-cost systems, its evaluation is essential during the design phase.

The proposed approach included two main steps: offline and online. The offline phase included the simulation of the studied system (i.e. the irrigation system of paddy fields) and the acquisition of a data set for training machine learning algorithms such as decision trees to detect, locate (classification) and evaluate faults. In the online phase, C5.0 decision trees trained in the offline phase were used on a stream of data generated by the system.

The proposed approach is a comprehensive online component-oriented method, which is a combination of supervised machine learning methods to investigate system faults. Each of these methods is considered a component determined by the dimensions and complexity of the case study (to discover, classify and evaluate fault tolerance). These components are placed together in the form of a process framework so that the appropriate method for each component is obtained based on comparison with other machine learning methods. As a result, depending on the conditions under study, the most efficient method is selected in the components. Before the system implementation phase, its reliability is checked by evaluating the predicted faults (in the system design phase). Therefore, this approach avoids the construction of a high-risk system. Compared to existing methods, the proposed approach is more comprehensive and has greater flexibility.

By expanding the dimensions of the problem, the model verification space grows exponentially using automata.

Unlike the existing methods that only examine one or two aspects of fault analysis such as fault detection, classification and fault-tolerance evaluation, this paper proposes a comprehensive process-oriented approach that investigates all three aspects of fault analysis concurrently.

Grounded on the X Reality framework and human–machine collaboration, this study aims to explore the potential of immersive augmentation through artificial intelligence (AI) service robots for promoting social inclusion in the hospitality industry.

Three experimental studies across diverse hospitality contexts examine the effects of immersive augmentation using inclusive-AI service robots compared to standard-AI robots. The studies also uncover the underlying process of perceived ethicality and the moderating role of customers’ familiarity with AI.

The results indicate that immersive augmentation through inclusive-AI service robots generates higher levels of supportive tipping behavior (Studies 1 and 3), superior buying intentions (Study 2) and an increased likelihood for customers to pay a premium price (Study 2). These effects are mediated by perceived ethicality (Studies 1–3). However, the impact of immersive augmentation for social inclusion is contingent upon customers’ familiarity with AI: customers with high familiarity with AI exhibit lower levels of supportive tipping behavior (Study 3).

The findings emphasize the importance of perceived ethicality and customers’ familiarity with AI in determining the effectiveness of immersive augmentation for social inclusion in hospitality.

This study contributes to the literature by exploring the potential of immersive augmentation using AI service robots for social inclusion in hospitality. It offers novel insights by highlighting the importance of perceived ethicality and customers’ familiarity with AI. The findings provide valuable guidance for hospitality managers seeking to leverage AI technology to foster social inclusion.

Consumers’ digital engagement can bring various benefits to both brands and consumers. Besides, few studies investigated the outcomes of engagement with restaurant brands on Instagram. Therefore, this study aims to examine the effect of consumer engagement (CE) with restaurant brands on consumer-related factors (namely, consumer’s brand knowledge, perceived enjoyment and consumer social interaction) and brand-related factors (namely, e-WOM and brand reputation), as well as the mediating role of consumer-related factors.

The sample consisted of 394 Instagram followers of restaurant/coffee shop brands, and covariance-based structural equation modeling and bootstrapping were used to assess the hypothesized relationships.

The results show that CE with restaurant brands on Instagram enhances brand-related outcomes as well as consumer-related outcomes. Moreover, consumer-related factors partially mediate these relationships.

The findings of this study provide insights for restaurant managers and digital marketers to stimulate consumer-brand engagement.

To the best of the authors’ knowledge, this study is among the first that examines the effect of CE with restaurant brands on consumer- and brand-related outcomes on Instagram. The context of the study is Iran, which adds to the literature on CE that mainly focuses on developed countries.

Amidst ongoing digital transformation, the current paper provides a 360-degree overview of technology-adoption in Tourism and Hospitality. By combining and consolidating a wide range of sources, mainly in the tourism literature, the analysis depicts how the complex technological ecosystem often enhances or hinders the successful adoption, integration and interoperability of different technologies.

The critical review method was used to assess, analyse and synthesise existing literature in the area of digitisation in tourism and hospitality. The critical review process included a thematic analysis of the literature, where recurring themes, patterns and trends were identified towards addressing the study’s research questions.

The analysis identifies current trends, opportunities, challenges and strategies for technology adoption in tourism and hospitality, the implications for theory, practicable executive directions and avenues for further research.

The paper’s main contribution lies in its comprehensive identification, consideration and incorporation of all primary contemporary technological elements, and the ensuing development of a corresponding conceptual charting framework, which illustrates a multifaceted process with practical implications for various stakeholders, including businesses, authorities, consumers and employees.

The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant an aspirational goal in consumers' minds. Building on theories of lifestyle, values, self-concept and others, this conceptual paper presents the case for emulation marketing as an important consideration within services marketing.

To explore mechanisms that will define service research in the future, this conceptual paper reviews the literature across the spectrum of social comparison and learning, social adaptation, conformity, values, persuasion and role modeling. The authors analyze existing theories while proposing a new mechanism, emulation, to advance research in service literature.

This paper suggests mechanisms to promote emulation in services marketing through the consumer decision process. A research agenda for future work is provided with emphasis on lack of emulation, emulation and status, emulation and aging, emulation and technology, emulation and linguistics and the dark side of emulation. Within each area, a series of considerations are discussed.

This paper introduces emulation as an important mechanism within services marketing. It offers a research agenda focused on a variety of emerging areas in the field. The paper contributes to services marketing and future research by proposing a novel approach, via emulation, to services marketing.