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1 – 3 of 3Francisco Muñoz-Leiva, María Eugenia Rodríguez López, Francisco Liebana-Cabanillas and Sérgio Moro
This study aims to discern emerging trends and provide a longitudinal perspective on merchandising research by identifying relationships between merchandising-related…
Abstract
Purpose
This study aims to discern emerging trends and provide a longitudinal perspective on merchandising research by identifying relationships between merchandising-related subdomains/themes.
Design/methodology/approach
This study sourced 657 merchandising-related articles published since 1960, from the Scopus database and 425 from Web of Science. After processing and normalizing the data, this study performed co-word and thematic network analyses. Taking a text mining approach, this study used topic modeling to identify a set of coherent topics characterized by the keywords of the articles.
Findings
This study identified the following merchandising-related themes: branding, retail, consumer, behavior, modeling, textile and clothing industry and visual merchandising. Although visual merchandising was the first type of merchandising to be used in-store, only recently has it become an emerging topic in the academic literature. There has been a further trend over the past decade to understand the adoption of simulation technology, such as computer-aided design, particularly in supply chain management in the clothing industry. These and other findings contribute to the discussion of the merchandising concept, approached from an evolutionary perspective.
Research limitations/implications
The conclusions of this study hold implications at the intersection of merchandising, sectors, new technologies, research methodologies and merchandising-practitioner education. Research trends suggest that, in the future, virtual reality and augmented reality using neuroscientific methods will be applied to the e-merchandising context.
Practical implications
The different dimensions of merchandising can be used to leverage store managers’ decision-making process toward an integrated store-management strategy. In particular, by adopting loyalty merchandising tactics, the store can generate emotional attachment among consumers, who will perceive its value and services as unique, thanks to merchandising items designed specifically with that aim in mind. The stimulation of unplanned purchases, the strategic location of products and duration of each merchandising activity in the store, the digitalization of merchandising and the application of findings from neuroscience studies are some of the most relevant practical applications.
Originality/value
This study provides the first-ever longitudinal review of the state of the art in merchandising research, taking a holistic perspective of this field of knowledge spanning a 60-year period. The work makes a valuable contribution to the development of the marketing discipline.
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María Eugenia Rodríguez-López, Juan Miguel Alcántara-Pilar and Salvador Del Barrio-García
The aim of this study is to analyse the moderating roles of restaurant type and client long-term orientation (LTO) on the loyalty building process. In addition, this analysis…
Abstract
Purpose
The aim of this study is to analyse the moderating roles of restaurant type and client long-term orientation (LTO) on the loyalty building process. In addition, this analysis delves into the role of customer satisfaction and delight in the dining experience on the development of loyalty to a restaurant.
Design/methodology/approach
This study advances a moderator mediation model stemming from self-administered online questionnaires presented to clients subsequent to their gastronomic experiences. The analysis comprised a sample of 250 customers of moderate restaurants and 290 of midscale restaurants.
Findings
The results reveal that customer satisfaction and delight are two key antecedents to the process of building loyalty towards restaurants and that the responses depended on restaurant type and client LTO.
Practical implications
The study advances recommendations to restaurant managers and gastronomic marketing specialists. Moderate restaurants should satisfy the customer without offering additional services while medium-scale establishments should design actions perceived as an extra that surprise the client. Moreover, it is more important to offer delight to short-term oriented clients than to long-term oriented clients.
Originality/value
The global character of the hospitality industry implies that achieving customer loyalty requires going further than generating favourable attitudes. This has led the academic world to place more interest on the issue of delight perceived by the client. In this sense, the present study examines exclusively the long-term cultural dimension due to the little attention it has received in hospitality literature. Finally, the advances offered by the PROCESS software in analysing indirect conditional effects renders it possible to identify the different levels of customer LTO towards different types of restaurants.
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María Eugenia Rodríguez-López, Salvador del Barrio-García and Juan Miguel Alcántara-Pilar
This study aims to examine the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity (CBBE) – both directly…
Abstract
Purpose
This study aims to examine the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity (CBBE) – both directly and indirectly – via customer satisfaction. The study also analyzes whether restaurant type moderates the antecedent relationships of CBBE formation.
Design/methodology/approach
Two restaurants of different types were selected for the study: a mid-scale and a moderate/casual restaurant. Based on a final total sample of 402 customers of both restaurant types, a moderated mediation regression model was used.
Findings
It was found that the level of authenticity perceived by the restaurant visitor during the gastronomic experience is an antecedent of restaurant brand equity formation, both directly and indirectly, via customer satisfaction. Furthermore, these antecedent relationships were found to be partially moderated by restaurant type.
Research limitations/implications
Only two restaurants were used for the study. This study could be replicated by comparing other types of restaurants with differentiated characteristics to test whether the results obtained for these two types can be extrapolated to the rest.
Originality/value
There is no empirical evidence in the literature regarding the possible moderating effect of restaurant type on brand equity formation, so the particular note is the simultaneous application of CBBE measurement to the analysis of two different types of restaurant and the differences in their brand equity formation. On the other hand, there are few studies that use moderated mediation regression analysis as a methodological technique in the field of restaurants, so this is an interesting methodological contribution.
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