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Article
Publication date: 12 August 2020

Jookyung Kwon and Jiseon Ahn

The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia.

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Abstract

Purpose

The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia.

Design/methodology/approach

The current study used partial least square-structural equation modeling to analyze a sample of 400 green hotel customers in Malaysia. Further, multi-group analysis (MGA) is conducted to examine whether a significant difference exists across demographic groups.

Findings

Attitude and perceived behavioral control exert positive effects on desire, which in turn considerably influences behavioral intention. Results of MGA indicate that attributions have varying effects on the desire and behavioral intention with different socio-demographic characteristics. In particular, negative anticipated emotion negatively predicts desire among the customers of the older group, whereas positive anticipated emotion and subjective norm positively influence desire among the customers of the low educational level group.

Research limitations/implications

The study examines green hotel customers’ behavior in Malaysia, and further research is needed to determine whether the impact of the proposed determinants across different industries. As the concept of corporate social responsibility (CSR) has started to influence customers’ behavior, the findings may be changing over time. Thus, a further longitudinal study would be beneficial to monitor the performance hotel CSR activities.

Originality/value

Although there is an increasing interest in CSR activities among Malaysian customers, there is a lack of information regarding customers’ motivation in the green hotel context. Furthermore, limited studies examined the role of customers’ demographic characteristics in the CSR literature. There is a need to understand green hotel industry and customers’ responses toward CSR activities.

Details

Social Responsibility Journal, vol. 17 no. 8
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 4 September 2020

Jookyung Kwon and Jiseon Ahn

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine…

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Abstract

Purpose

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.

Design/methodology/approach

This study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.

Findings

As predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.

Originality/value

Understanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 1
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 13 October 2023

Jookyung Kwon and Jiseon Ahn

Despite the growing number of cashierless stores, few studies have examined the factors that influence the success of such stores. This paper aims to identify the influence of…

Abstract

Purpose

Despite the growing number of cashierless stores, few studies have examined the factors that influence the success of such stores. This paper aims to identify the influence of store attributes in customers’ affective attitudes regarding cashierless stores and to understand how customers’ need for interaction and risk reduction affect the relationship between customer experiences and evaluation.

Design/methodology/approach

Quantitative research is conducted using a partial least squares structural equation model. Data was collected from 174 customers with cashierless store experience.

Findings

The results identify the influence of hedonic and utilitarian characteristics on affective attitudes and the impact of attitudes on behavioral intentions. Also, multigroup analysis reveals that hedonic features are stronger indicators of customer attitudes among those with a low need for interaction, whereas utilitarian attributes are more important among customers with a low need for risk reduction. Customers’ affective attitudes are stronger influences on behavioral intentions among members of customer groups with a low need for both interaction and risk reduction.

Originality/value

To add to the limited research in customers’ experience with unstaffed stores, this study provides useful insights to achieve sustainable growth in the retailing context. Managerial considerations suggest that operators of cashierless stores should design store environments to guarantee customers’ purchasing and recommendation intentions.

Details

International Journal of Quality and Service Sciences, vol. 15 no. 3/4
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 1 August 2023

Jookyung Kwon, Amjad Shamim and Jiseon Ahn

Despite the fact that fit positively influences customers’ attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social…

Abstract

Purpose

Despite the fact that fit positively influences customers’ attitudes toward companies, previous research reveals differing roles of fit in the domain of corporate social responsibility (CSR) based on criteria and degree. Because the impact of fit between customers and service companies in the domain of CSR remains unclear in the hospitality context, this study aims to examine the effects of different CSR types on customer–CSR fit, attitude and behavioral intentions in hospitality settings.

Design/methodology/approach

A total of 219 usable hotel customer responses were collected and analyzed using SmartPLS software.

Findings

Results show that companies’ demonstration of CSR toward social/nonsocial stakeholders is most effective for increasing perceived fit by customers, followed by CSR toward employees and toward customers. Also, this study identifies perceived fit as an indicator of customers’ positive attitudes and revisit intentions. This study enhances our understanding of relationships among three dimensions of CSR activities and customers’ responses.

Originality/value

This study provides guidelines with which hospitality companies can create sustainable growth by engaging the welfare of communities, employees and customers.

Details

Journal of Global Responsibility, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2041-2568

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…

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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: 17 August 2021

Jookyung Kwon and Jiseon Ahn

This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether…

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Abstract

Purpose

This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency.

Design/methodology/approach

Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior.

Findings

The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying.

Originality/value

Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

Details

International Journal of Quality and Service Sciences, vol. 13 no. 3
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 22 March 2022

Jiseon Ahn and Jookyung Kwon

Interest is increasing in sustainable consumption, including the purchase of used products instead of new ones. This study aims to examine customer behaviors in the context of…

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Abstract

Purpose

Interest is increasing in sustainable consumption, including the purchase of used products instead of new ones. This study aims to examine customer behaviors in the context of resale websites. Specifically, it aims to identify the relative role of multidimensional perceived benefits associated with customer attitudes.

Design/methodology/approach

Data are derived from a survey conducted among 169 resale website customers in the USA. Structural equation modeling (using SmartPLS software) is used to examine the hypothesized relationships.

Findings

Results show that epistemic benefits mostly serve to create positive attitudes, followed by economic and functional benefits. However, emotional and social benefits from purchase experience with resale websites fail to influence customers' positive attitudes.

Research limitations/implications

The main limitation of the study lies in the generalizability of findings given that the results and conclusions are based on the study of a single industry. More studies would help to provide a deeper understanding of sustainable consumption across different types of product categories.

Originality/value

This study shows that customers' positive attitudes increase their intention to repurchase from resale websites, suggesting an area of opportunity for resale service providers to design websites to facilitate customer self-expression, to reinforce economic efficiency and to highlight the performance of products and services.

Details

Marketing Intelligence & Planning, vol. 40 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 17 July 2020

Jiseon Ahn and Jookyung Kwon

Although corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention…

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Abstract

Purpose

Although corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment.

Design/methodology/approach

For this purpose, an online survey is conducted among hotel customers in the USA. Partial least squares–structural equation modeling is utilized to analyze the collected data.

Findings

The results show that customers' perception toward CSR does not have a direct effect on customers' revisit intention. Interestingly, the authors find that customers' perception influences their revisit intention only via increasing trust and commitment. Also, trust appears to be highly critical for positive behavioral outcomes than commitment.

Research limitations/implications

The limitations of the current research are that the different types of CSR activities and customers' demographics were not compared.

Practical implications

Customers' revisit intention is created when hotel companies provide not only CSR initiatives but also customers' perceived connection with the hotel brand.

Originality/value

Tourism and hospitality companies have focused on CSR activities because CSR activities are influential strategies to attract customers who want meaningful, responsible and sustainable experiences. By applying the cognitive consistency theory, the results of this study indicate that hotel companies can successfully use CSR activities to develop customers' revisit intention by enhancing their relational value.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 5
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 23 September 2020

Jiseon Ahn, Man Ling Wong and Jookyung Kwon

Given the important role of corporate social responsibility (CSR) to enhance company performance, the purpose of this paper is to fill the existing gaps in the hotel CSR…

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Abstract

Purpose

Given the important role of corporate social responsibility (CSR) to enhance company performance, the purpose of this paper is to fill the existing gaps in the hotel CSR literature via application of the loyalty formation mechanism and conceptualizations of different aspects of CSR initiatives.

Design/methodology/approach

The current study examines the effect of environmental and social CSR strategies on multidimensional brand loyalty of hotel customers (i.e. cognitive, affective and conative). This study uses the partial least squares–structural equation modeling to examine the effect of CSR types on multidimensional loyalty.

Findings

The results reveal that environmental and social CSR strategies have a significant positive effect on all three loyalty responses of hotel customers with a different level of power. Especially, environmental CSR is highly correlated with conative loyalty, while social CSR is highly correlated with cognitive and affective loyalty responses.

Research limitations/implications

Limited studies have applied the multidimensional attitudinal loyalty in the CSR context. Thus, this study brings theoretical and practical implications. The findings of this study indicate that customers’ perception of hotel CSR could be directly incorporated into their patronized attitudes.

Originality/value

This study provides an empirical guideline for monitoring CSR initiatives from the customers’ perspectives.

Details

International Journal of Quality and Service Sciences, vol. 12 no. 3
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 3 June 2019

Carl A. Boger Jr, Jookyung Kwon and Marisa Ritter

Beer style consumers identify themselves more with a beer style, craft or national, rather than with brands. Tribal brand researchers have suggested that beer style consumers feel…

Abstract

Purpose

Beer style consumers identify themselves more with a beer style, craft or national, rather than with brands. Tribal brand researchers have suggested that beer style consumers feel an intense sense of belonging to a beer style tribe, which may not lead to loyalty to their beer style. The purpose of this paper is to test whether public commitment to defend or spread positive word-of-mouth (WoM) about their beer style influences the development of loyalty among beer style consumers toward their beer style.

Design/methodology/approach

The authors surveyed 400 beer style consumers and used the structural equation modeling approach to examine the loyalty relationships between beer style consumers and their beer style. The authors followed Oliver’s cognitive-affective-conative loyalty framework to test these relationships. Then, the authors tested whether a verbal commitment to defend or spread positive WoM about their beer style strengthens loyalty between beer style consumers and their beer style.

Findings

Satisfaction of beer style consumers toward their beer style does not lead them to be willing to pay a premium price for their beer style. However, by including a public commitment to defend or spread positive WoM about their beer style, beer style consumers are more willing to pay a premium price for their beer style even in the presence of an intense sense of belonging to a beer style tribe.

Originality/value

Soliciting public commitment influences the development of loyalty among tribal consumers, which may also influence nontribal consumers. In addition, the inclusion of public commitment to Oliver’s loyalty framework, i.e., cognitive-affective-public commitment-conative, extends the use of Oliver’s model to consumer tribes. Finally, this study also suggests that the relationship between having a sense of belonging to a consumer tribe and willingness to pay a premium price can be influenced by a public commitment without first establishing brand satisfaction by consumers.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

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