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Article
Publication date: 1 June 1997

Jaksa Jack Kivela

Determinant attribute analysis technique that isolates critical product attributes, can be a useful marketing tool for organizations hoping to penetrate new markets, and…

Abstract

Determinant attribute analysis technique that isolates critical product attributes, can be a useful marketing tool for organizations hoping to penetrate new markets, and re‐examine their current market needs. Uses restaurants in Hong Kong as an example. While consumers say that food quality and food type are the critical variables for restaurant selection or rejection, other “lesser” choice variables may be the deciding factors in the final restaurants selection or reflection. The four restaurant types which emerged from the study are: fine dining/gourmet; theme/atmosphere; family/popular; and convenience/fast‐food restaurants. The results indicate that customers’ perceptions and therefore their preferences of choice variables, varied considerably by restaurant type, dining‐out occasion, age, and occupation. Suggests that the importance of perceivably unimportant attributes, can determine customers’ final restaurant choice. It is suggested, therefore, that the quality of food and type of food should not be the only attributes underpinning the restaurateurs’ marketing strategies in Hong Kong.

Details

International Journal of Contemporary Hospitality Management, vol. 9 no. 3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 18 February 2020

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…

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.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 2
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 13 February 2019

Yang Xu and EunHa Jeong

This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 6
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 6 March 2017

Kambiz Heidarzadeh Hanzaee and Fariba Esmaeilpour

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…

Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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).

Originality/value

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.

Details

Journal of Islamic Marketing, vol. 8 no. 1
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 17 August 2012

Nak Hwan Choi and Yen‐Soon Kim

Cheerful emotions are associated with achievement goals and quiescence emotions are associated with protection goals. The compatibility between consumer's goal orientation…

Abstract

Purpose

Cheerful emotions are associated with achievement goals and quiescence emotions are associated with protection goals. The compatibility between consumer's goal orientation and the types of emotions can be extended to linking the types of emotions with the types of the product attributes used in advertisement. Previous studies have kept silent about the roles of differences between types of feelings induced from different advertisements on evaluating target advertised. The purpose of this paper is to explore the different effects of emotions triggered by the advertising information on evaluating the target.

Design/methodology/approach

Restaurant attributes were classified into hedonic and performance and reliability attributes. In total, three types of scenarios and advertisements were developed to induce the specific affect and 165 undergraduate students were assigned to one of three groups, each group consisting of 55 participants. Different scenarios and advertisements were provided to different group members and participants filled out the questionnaire. ANOVA was used to verify differences of feeling types (cheerful and quiescent) induced from each scenario and advertisement. Multiple regression analysis was used to verify the effects of feeling types induced from each scenario and advertisement on restaurant evaluations.

Findings

The appeals created by using each attribute induce positive emotions differently between the types of attributes which have a strong influence on restaurant appraisal. That is, the appeal using hedonic and performance attributes helps consumers feel cheerful more than quiescence. In addition, the appeal by using reliability attributes helps consumers feel more quiescence than cheerful. Also the cheerful emotions have more positive influences on restaurant appraisal than quiescence emotions do when appealed by using hedonic and performance attributes. Furthermore, quiescence emotions have more positive influences on restaurant appraisal than cheerful emotions when appealed by using reliability attributes.

Practical implications

It is of great importance for restaurant marketers to induce positive affects useful for customers' evaluation in a competitive environment. This research provides the insights into the roles of specific emotions induced from three types of restaurant attributes on the evaluation. Marketers should examine what types of goals consumers have and make an effort to trigger emotions by carefully using product attribute to be advertised to be consistent with the goals.

Originality/value

The main theoretical contribution of this paper is to extend prior affect‐as‐information researches to the effects of specific feelings compatible with certain types of restaurant attributes on evaluation.

Details

Nankai Business Review International, vol. 3 no. 3
Type: Research Article
ISSN: 2040-8749

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Article
Publication date: 1 March 2005

Mark M. Gultek, Tim H. Dodd and Raymond M. Guydosh

Restaurants represent a significant sales potential tor the wine industry and wineries attempt to develop this market in various ways. The two industries can effectively…

Abstract

Restaurants represent a significant sales potential tor the wine industry and wineries attempt to develop this market in various ways. The two industries can effectively complement each other through combining their efforts. Wine producers can benefit from direct selling to restaurants because the process of direct selling can help wineries, especially newly developing local wineries, promote their wines and establish brand recognition. This research explores restaurateurs' attitudes toward local wines based on the investigation of the wine product attributes and types of restaurants that offer better opportunities for local wines. Findings indicated that attitudes of restaurateurs have a significant impact on purchases of local wine. Independently owned restaurants were also found to provide better opportunities for local wineries.

Details

International Journal of Wine Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 14 August 2018

SoYeon Jung, Michael Dalbor and Seoki Lee

The purpose of this study is twofold: to investigate the relationship between restaurant firms’ internationalization and systematic risk, and to further examine the…

Abstract

Purpose

The purpose of this study is twofold: to investigate the relationship between restaurant firms’ internationalization and systematic risk, and to further examine the relationship between internationalization and systematic risk based on the type of restaurant firm (i.e. limited-service vs full-service restaurants).

Design/methodology/approach

This study analyzes data from US-based publicly traded restaurant firms by estimating systematic risk based on the Carhart four-factor model and by performing a two-way random-effects model.

Findings

Findings support not only the risk-reduction effect of internationalization on systematic risk but also the moderating effect of the role of restaurant type on the relationship between internationalization and systematic risk. More specifically, the risk-reduction effect of internationalization on systematic risk is greater for limited-service than full-service restaurants.

Practical implications

The findings of this study can provide restaurant executives with more confidence in pursuing internationalization as part of their risk management strategy, acknowledging that more international operations could mitigate restaurant firms’ systematic risk. More specifically, limited-service restaurants can more significantly enjoy the risk-reduction benefits by increasing their international operations than full-service restaurants based on the findings of this study. Furthermore, risk-averse investors could consider purchasing shares of limited-service multinational restaurants’ stocks to enjoy more risk-reduction benefits.

Originality/value

By focusing on the restaurant industry with consideration for the restaurant type, this study provides more tailored recommendations for implementing internationalization strategies with regard to risk management.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 8
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 8 June 2012

John L. Stanton, Martin S. Meloche and Peter Charette

This paper aims to provide a base line of the types of menu items that are sold in American chain restaurants that have bars. The term “bar food” is defined for these types

Abstract

Purpose

This paper aims to provide a base line of the types of menu items that are sold in American chain restaurants that have bars. The term “bar food” is defined for these types of foods.

Design/methodology/approach

The research method used the internet to collect all data listed in the appetizer section of the menu. Restaurants were also anecdotally coded as to type of restaurant.

Findings

There were 66 restaurants with a total of 67 unique bar menu items. The conclusion was that among all restaurants there were very few bar items that appeared on “most” menus. Only four items were statistically greater than 50 percent of all menu items. When restaurants were coded by ethnic type or style the number of common menu items increased.

Practical implications

This paper defines bar food and for restaurant managers points out the possibility of using bar food offerings as a differentiating factor relative to competitors.

Originality/value

This paper defines bar food and its use in food service.

Details

Worldwide Hospitality and Tourism Themes, vol. 4 no. 3
Type: Research Article
ISSN: 1755-4217

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Article
Publication date: 1 May 2020

Tim Jones, Susan E. Myrden and Peter Dacin

The purpose of this study is to examine the consumer-side effects of “under new management” (UNM) signs. The authors integrate cue-utilization theory and relevance theory…

Abstract

Purpose

The purpose of this study is to examine the consumer-side effects of “under new management” (UNM) signs. The authors integrate cue-utilization theory and relevance theory to guide hypotheses about the conditions under which these signs are and are not beneficial.

Design/methodology/approach

Two consumer-based experiments were used to examine the quality and reputation effects of restaurants signaling a management change on potential and existing customers.

Findings

The results suggest that positive and negative effects are possible. The direction of these effects is contingent upon consumers’ prior experience, type of service (i.e. search/experience) and the relevance of the signal.

Research limitations/implications

The study is limited to one industry (i.e. restaurants) and examines the effects of market signals on perceived quality and reputation. In addition, this research brought forth the notion of “signal relevance” and suggested that it may be explicitly tied to attributions. However, this assertion must examine multiple signals (relevant/irrelevant) and their contingent effects on consumer perceptions.

Practical implications

The findings advise businesses to use caution when using signals such as an “UNM” sign, as they appear to have different effects depending on the experience of the consumer with the service and the relevance of the signal.

Originality/value

This research contributes to the literature on cue utilization theory to understand the effects of marketplace cues on consumer perceptions. It contributes to marketing theory and practice by proposing a model of cue effects based on prior customer experience, type of service and cue relevance.

Details

Journal of Services Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 14 November 2016

Seunghyun Brian Park, Jichul Jang and Chihyung Michael Ok

The purpose of this paper is to use Twitter analysis to explore diner perceptions of four types of Asian restaurants (Chinese, Japanese, Korean and Thai).

Abstract

Purpose

The purpose of this paper is to use Twitter analysis to explore diner perceptions of four types of Asian restaurants (Chinese, Japanese, Korean and Thai).

Design/methodology/approach

Using 86,015 tweets referring to Asian restaurants, this research used text mining and sentiment analysis to find meaningful patterns, popular words and emotional states in opinions.

Findings

Twitter users held mingled perceptions of different types of Asian restaurants. Sentiment analysis and ANOVA showed that the average sentiment scores for Chinese restaurants was significantly lower than the other three Asian restaurants. While most positive tweets referred to food quality, many negative tweets suggested problems associated with service quality or food culture.

Research limitations/implications

This research provides a methodology that future researchers can use in applying social media analytics to explore major issues and extract sentiment information from text messages.

Originality/value

Limited research has been conducted applying social media analysis in hospitality research. This study fills a gap by using social media analytics with Twitter data to examine the Twitter users’ thoughts and emotions for four different types of Asian restaurants.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 4
Type: Research Article
ISSN: 1757-9880

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