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The servicescape is increasingly being recognized as a function of two distinct components: physical and social. While these two dimensions have often been studied independently, the purpose of this paper is to examine the effect of both dimensions simultaneously in a fast casual restaurant context.

A sample of 1,110 fast casual restaurant patrons in the USA was collected. The data were analyzed using nested structural equation modeling.

The results suggest that both the social and the physical servicescape can affect consumption behavior in the fast casual restaurant industry and crowding can act a moderator of these relationships.

Theoretically, these results are significant because they suggest the importance of capturing a holistic account of the servicescape when conducting research on the consumption environment.

This study is among the first to examine the effect of the social servicescape (and specifically the effect of crowding) in fast casual restaurants. The results suggest that restaurateurs need to be mindful that crowding affects the relationship between social servicescape and satisfaction.

This research is the first to look at both aspects of the servicescape as drivers of consumer behavior in the fast casual dining segment. Additionally, this research makes a second contribution by assessing the effect of crowding on the servicescape-driven relationships inherent in the proposed model.

The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry.

The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in classroom settings at a mid‐western university in the USA. Anderson and Gerbing's two‐step approach was employed to assess the measurement and structural models.

The findings indicate that hedonic and utilitarian values significantly influence customer satisfaction, and customer satisfaction has a significant influence on behavioral intentions. Utilitarian value shows a greater influence on both customer satisfaction and behavioral intention than does hedonic value. This study also reveals that customer satisfaction acts as a partial mediator in the link between hedonic/utilitarian value and behavioral intentions.

Study findings will greatly help hospitality researchers and practitioners understand the roles of hedonic and utilitarian values in customer satisfaction and behavioral intentions in the fast‐casual restaurant industry.

The paper is the first to explore the relationships among hedonic and utilitarian values and their effect on customer satisfaction and behavioral intentions in the fast‐casual restaurant industry using Babin et al.'s two‐dimensional measure of consumer value.

This study seeks to examine the influence of hedonic and utilitarian values on customers' satisfaction and behavioural intentions for dining out in the context of fast-casual restaurants in Iran.

A total of 379 surveys were collected (342 deemed usable) from respondents who had experienced dining out in a fast-casual restaurant at least once within one month prior to the survey collection time. A research model was tested using structural equation modelling (SEM) to examine the research hypotheses.

Results of the study revealed that both hedonic and utilitarian values significantly influenced satisfaction and behavioural intentions. Besides, satisfaction was also found to have a significant positive influence on behavioural intentions. The study also showed that utilitarian value has a more powerful influence on the behavioural intention of customers in the context of fast food restaurants.

The main limitation of this study pertains to the sample which is collected from a limited section of the society with high level of education. This study helps to expand the body of literature on the behaviour of young customers in developing countries. Besides, the current study has also contributed to theory by examining the usefulness of two distinct structures of consumer service values, namely hedonic and utilitarian.

This study expands the understanding of owners/managers in the food and hospitality industry about the influence of distinct value types on customers' satisfaction and behavioural intentions.

This study examined two distinct structures of consumer service values on the behavioural intentions of customers from a developing country. Since the structure of the fast food industry is different from most other countries, in that none of the giant fast food chain restaurants operate in Iran, the results of this study can provide invaluable insights from a different perspective.

The purpose of this paper is to examine how the moderating effect of restaurant type (fast food versus casual dining) affects the Generation Y’s customers’ reaction to reward time redemption (immediate versus delayed) and reward type (economic versus social).

A 2 × 2 × 2 full-factorial, randomized, between-subject experimental design is conducted to test the research framework. The treatment groups are different from each other by manipulating reward type, reward timing and restaurant type through eight different scenario exposures.

The findings of the study reveal that the loyalty is significantly higher for immediate than delayed rewards in the both examined restaurant segments. In the casual dining restaurant segment, the effect of rewards increases for social rewards more than economic ones. On the other hand, for fast food restaurant context, there is no difference in the effect of reward type, whether they are economic or social.

Due to the limitations of fine dining restaurants in Iran, the present study consists of only two types of restaurants (fast food vs casual dining).

This study aims to contribute towards the understanding how restaurant type (fast food versus casual dining) affects the impact of restaurant reward programs on the loyalty of Generation Y’s customers.

The purpose of this study is to identify consumer‐dining values for each restaurant segment (fast food restaurants, casual restaurants, and fine dining restaurants) using a means‐end approach and to suggest useful information for restaurant operators to develop differential marketing strategies for each segment.

This study applied a means‐end chain approach to identify underlying consumer values across three different restaurant segments. The participants responded to questions in a one‐on‐one interview procedure regarding attributes of restaurants, consequences, and values. Based on the responses, hierarchical value maps were developed to better understand consumer value patterns across the three restaurant segments.

The results suggested that attributes of fast food restaurants were largely associated with convenience, success, and economic values; attributes of casual dining restaurants were related to emotional and belonging values; and attributes provided by fine dining restaurants were linked to emotion and quality life values.

This research suggested what customers really want from the dining experience so that restaurant operators in each restaurant segment can develop effective marketing strategies, such as advertisements or promotions, which are distinguished from other competitive restaurants.

By using a means‐end chain approach, this study showed a holistic picture of the consumer dining values customers desire when they visit each restaurant segment, which is a unique contribution of this study.

This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants.

A 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data.

The results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants.

This research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.

The purpose of this paper is to present a review of the foodservice and restaurant literature that has been published over the past 10 years in the top hospitality and tourism journals. This information will be used to identify the key trends and topics studied over the past decade, and help to identify the gaps that appear in the research to identify opportunities for advancing future research in the area of foodservice and restaurant management.

This paper takes the form of a critical review of the extant literature that has been done in the foodservice and restaurant industries. Literature from the past 10 years will be qualitatively assessed to determine trends and gaps in the research to help guide the direction for future research.

The findings show that the past 10 years have seen an increase in the number of and the quality of foodservice and restaurant management research articles. The topics have been diverse and the findings have explored the changing and evolving segments of the foodservice industry, restaurant operations, service quality in foodservice, restaurant finance, foodservice marketing, food safety and healthfulness and the increased role of technology in the industry.

Given the number of research papers done over the past 10 years in the area of foodservice, it is possible that some research has been missed and that some specific topics within the breadth and depth of the foodservice industry could have lacked sufficient coverage in this one paper. The implications from this paper are that it can be used to inform academics and practitioners where there is room for more research, it could provide ideas for more in-depth discussion of a specific topic and it is a detailed start into assessing the research done of late.

This paper helps foodservice researchers in determining where past research has gone and gives future direction for meaningful research to be done in the foodservice area moving forward to inform academicians and practitioners in the industry.

The latest mobile technology may shape consumers' motivations by allowing them to order a variety of foods using smartphone apps. Following the stimulus–organism–response (SOR) framework and using a mixed methods approach, this study investigates the impacts of different components of mobile dining on customers' perceived value, which leads to actual purchase intentions. Furthermore, this study examines the moderating effect of the restaurant type.

Data were collected via an online questionnaire survey from 351 individuals in the city of Jakarta (Indonesia) who actually used mobile apps to order food online. Data analysis was carried out using structural equation modeling.

The findings reveal that source credibility, review valence, the navigation system, food quality and service quality significantly impact customers' perceived value. Customers' perceived value, in turn, positively affects their purchase intentions. The findings also reveal that the impacts of review valence, the navigation system, food quality and service quality on customers' perceived value depend on the different levels of restaurants.

This study is among the first in the mobile commerce research that studies the impacts of mobile electronic word-of-mouth (eWOM), system quality and overall restaurant image on dining choices by considering actual mobile shoppers. Second, this study extends the SOR model to examine the impact of the mobile environment-based characteristics on the perceived value that leads to purchase intentions. Third, the current study examines whether the relationships that are discussed early on differ based on the restaurant type. The findings of this study could help practitioners achieve a deeper understanding of diners' behaviors due to the perceived benefits of mobile dining.

This case considers the buyout of Panera Bread from the perspective of a private equity fund. In early 2017, KLG Managing Director Tom Denning is considering a leveraged buyout of Panera Bread, a rapidly growing fast-casual restaurant company. A surprising Bloomberg News story signals that the deal process is broadening and KLG will have to act quickly if it hopes to buy Panera Bread. Students assume the role of Tom Denning as he prepares an investment recommendation for KLG's investment committee. In doing so, students are required to consider a very large and expensive investment. Students are challenged to create an investment recommendation by performing due diligence, determining additional questions to ask, and pricing a buyout bid that incorporates an optimal capital structure and meets KLG's return requirements. The Panera Bread case is designed to give students insight into the private equity investment process.

The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of Wi-Fi service on three different types of restaurants (coffee shops, fast-food restaurants and casual dining restaurants). Furthermore, this study examines the similarities and differences that exist cross-culturally between Americans and Koreans.

A total number of 480 questionnaires were collected to empirically test the study model. A factor analysis that used a principal components analysis with varimax rotation was performed to condense the loyalty items into a few underlying constructs, and the Cronbach’s alpha was checked to test for reliability. A multiple regression analysis and t-test were performed to test the study hypotheses.

The results show that Wi-Fi service has a significant impact on millennials’ loyalty behavior on all three types of restaurants in this study. However, the differences between Americans and Koreans on how they perceive the Wi-Fi services turned out to be significant only for coffee shops.

The authors used a non-probability convenience sampling method for data collection. The findings cannot be generalized to other types of restaurants, such as fine dining and luxury restaurants. Although the results indicate a positive relation between Wi-Fi usage and a customer’s loyalty, loyalty is a multifaceted concept where a variety of factors, such as frequency or convenience can have an impact.

The findings should encourage marketers in the restaurant industry to use Wi-Fi as a value-added service for their customers.

There are limited studies on how significant Wi-Fi service is for the hospitality industry, and in particular, for restaurants. This study builds on the scholarship of Cobanoglu et al. (2012) on the value of the customer loyalty by providing new insights into customers’ views on Wi-Fi service in the restaurant industry.

论Wi-Fi服务对millennials饭店顾客的影响

摘要

研究目的 –本论文旨在探索Wi-Fi服务如何影响Millennial顾客的饭店忠诚度。此外, 本论文还研究了三种不同类型饭店的Wi-Fi服务（咖啡店、快餐店、以及休闲美食饭店Casual Dining）。本论文还比较美国人和韩国人在饮食跨文化上面的相似与差异。

研究样本为480份实际消费问卷。本论文采用因子分析法中的主成分分析和最大方差旋转方式来缩减忠诚度量表题项。本论文采用Cronbach’s alpha来检测量表可靠性, 采用多元回归分析和t-test来验证研究假设。

研究结果表明Wi-Fi服务对Millennial顾客忠诚行为在三种类型饭店中都具有显著影响。然而, 美国顾客和韩国顾客对Wi-Fi服务的差异只有在咖啡店方面有显著不同。

酒店行业中关于Wi-Fi服务影响的文章少之又少。本论文建立在Cobanoglu et al. （2012）研究基础上, 进一步对顾客忠诚度价值进行分析, 为饭店业Wi-Fi服务的顾客见解方面研究做出突出贡献。

跨文化 顾客忠诚度 饭店业 Millennials Wi-Fi