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This study aims to investigate the impact of service quality (SQ), perceived value (PV) and consumer satisfaction on Thai street food, with customer satisfaction (CS) as a mediator for customer loyalty and repurchase intention (RI). It also explores how consumer trust (CT) in Thai street food safety moderates these relationships.

Structural equation modelling (SEM) was utilised to analyse the complex interrelationships between various constructs. Multi-group analyses were conducted to investigate the moderating effects of CT on the structural model, considering two distinct groups based on trust levels: low and high.

The findings revealed that SQ and PV significantly influenced CS and behavioural intention, while the perceived quality of Thai street food had no significant impact on post-COVID-19 consumer satisfaction. The study highlighted the critical role of CT in moderating the relationships between SQ, PV and CS, with distinct effects observed in groups with varying trust levels.

The research emphasises the importance of enhancing SQ and delivering value to customers in the context of Thai street food, which can contribute to increased CS, RI and positive word-of-mouth. Furthermore, the study underscores the critical role of building CT in fostering enduring customer relationships and promoting consumer satisfaction and loyalty.

This research offers valuable insights into consumer behaviour and decision-making processes, particularly within the realm of Thai street food. It underscores the significance of understanding and nurturing CT, especially in the post-COVID-19 landscape, emphasising the need for effective business strategies and consumer engagement.

The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences involving their favorite brand. The moderating role of relational tie strength between consumers and their favorite brand existing prior to symbolic failures is examined.

A scenario-based, online survey (n = 660) among consumers who have recently experienced a self-relevant failure with their favorite brand was conducted. Confirmatory factor analysis ensured the reliability and validity of the measurement model. For testing the conceptual model, data was analyzed by means of a moderated mediation analysis. The proposed model was tested against, among others, common method bias and alternative models. The findings were cross-validated with a scenario-based online experiment (n = 1,616).

Results show that brand shame is a key mediator between customer dissatisfaction and brand anger when self-relevant, symbolic failures happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It is shown to influence the connection between consumers’ inward- (i.e. brand shame) and resulting outward-directed (i.e. brand anger) negative emotions on brands, which lead to consumer vengeance.

To the best of the authors’ knowledge, this research is the first to introduce the concept of situational brand shame to the literature on favorite brands. Furthermore, it shows that consumer-brand identification moderates the direct and indirect (via brand shame) unfavorable effects of failure-induced dissatisfaction on brand anger. This research adds insights to the investigation of the “love-becomes-hate” effect arising after self-relevant failures involving consumers’ most preferred brand.

This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.

This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.

This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.

To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

The purpose of this study is to augment the perceived service quality (PSQ) dimensions as well as evaluate the effects of pandemic susceptibility and severity by appending crucial enablers of customer satisfaction (CS) in the restaurant industry (RI).

The top 10 restaurants from Mumbai and Kolkata were selected based on the Conde Nast Traveller Magazine List, 2020. The study used a cross-sectional design to collect responses from 840 respondents across the two major metropolitans of India after the second wave of COVID-19 by employing a structured questionnaire. The proffered hypotheses in this study were validated using factor analysis and structural equation modelling (SEM) techniques.

This research espies pivotal facilitators of CS and customers' perceived value (CPV). The results divulge that food quality (FQ) and tangibility dimensions markedly enhance CS while the FQ and digital technologies (DT) dimensions augment CPV in Indian restaurants. The study asserts that CPV acts as a partial mediator between FQ and DT on the one hand and CS on the other. In addition, perceived pandemic susceptibility (PPSU) and perceived pandemic severity (PPSE) moderate the association between CPV and CS in restaurants.

This study exemplifies the critical enablers of CS and CPV that may invigorate restaurant owners, managers and policymakers to prioritize the identified dimensions to aggrandize CS and CPV quotients.

The study enriches the literature by assimilating DT and CPV dimensions in a comprehensive theoretical framework. The research is unique in attempting to unfurl the moderating effects of PPSU and PPSE in the RI.

The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences.

The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields.

Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective.

One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested.

Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.

Because the food service industry is more dependent on customer contact and human resources than other industries, it is crucial to understand the factors influencing employee job satisfaction to ensure that employees provide satisfactory service to customers. However, few studies have incorporated employee reviews of job portals into their research. Many job seekers tend to trust company reviews posted by employees on job portals based on the information provided by the company itself. Thus, this study utilized company reviews and job satisfaction ratings from employees in the food service industry on a job portal site, Job Planet, to conduct mixed-method research.

For qualitative research, we applied the Latent Dirichlet Allocation (LDA) model to food service industry company reviews to identify 10 job satisfaction factors considered important by employees. For quantitative research, four algorithms were used to predict job satisfaction ratings: regression tree, multilayer perceptron (MLP), random forest and XGBoost. Thus, we generated predictor variables for six cases using the probability values of topics and job satisfaction ratings on a five-point scale through LDA and used them to build prediction algorithms.

The analysis showed that algorithm accuracy performed differently in each of the six cases, and overall, factors such as work-life balance and work environment have a significant impact on predicting job satisfaction ratings.

This study is significant because its methodology and results suggest a new approach based on data analysis in the field of human resources, which can contribute to the operation and planning of corporate human resources management in the future.

This chapter examines how information and communication technology (ICT) initiatives affect customers’ everyday routines with an emphasis on how electronic word of mouth (eWOM) affects their purchasing decisions and determines if eWOM might serve as a useful trust factor when making purchasing decisions. This chapter is based on both primary and secondary data and examines how eWOM affects customers’ buying decisions in this era of increasing social media platform usage. One hundred individuals from various regions of Karachi provided the primary data, collected through an online survey. Secondary data are also employed, such as details from business websites, scientific papers, and other related publications of businesses. In Karachi’s developing digital market, it was discovered that eWOM via social media used to have a substantial impact on consumers’ shopping habits. The effectiveness of social media content depends greatly on how appropriate it is for the intended audience. Social media marketing doesn’t quite simply aim to improve consumers’ impressions or directly advertise things. It also entails maintaining and fostering relationships between businesses and prospective customers. According to the research, consumers’ recommendations and ratings of goods and services made on social media, whether through eWOM or another channel, influenced their decisions to buy. Customers consider social media to be trustworthy when making decisions about what to buy. Customers are currently adopting social media as opposed to more conventional means to learn about new products. Most customers believe that eWOM from social media greatly affected their shopping choices, according to the results of the study.

COVID-19 is one of people's glooming disasters that brought the entire world to a standstill. To reduce the effect, a countrywide lockout was announced. Stock and distribution chains were affected on a larger scale. Due to the pandemic, purchasing habits of people have changed. It is also evident that individuals are choosing to shop online. As per recent researches, consumer buying behaviour has transformed as a result of the contagion. Due to which, many businesses are revolutionizing to adjust to the new reality. This study was taken up to scrutinize the effect of Corona Virus Disease of 2019 on changes in customer buying behaviour towards E-commerce. This study has offered detailed information on new ways of buyer shopping. It suggests that during the COVID-19 pandemic, consumers have become more accepting of internet shopping, experts in webrooming and with time they are mastering the art of online shopping as well as tuned to online payment methods and are accepting to live with ease in an economy of cashless e-transactions.

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.