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A model of a patron's innovativeness formation toward a chain restaurant brand

Title
A model of a patron's innovativeness formation toward a chain restaurant brand
Author
현성협
Keywords
Satisfaction; Trust; Brand attitude; Innovativeness; Sales promotion; Advertising effectiveness; Chain restaurant; Innovation; CUSTOMER SATISFACTION; MODERATING ROLE; PERCEIVED RISK; ADVERTISING EFFECTIVENESS; TRUST; LOYALTY; COMMITMENT; PROMOTION; FRAMEWORK; ATTITUDE
Issue Date
2012-03
Publisher
EMERALD GROUP PUBLISHING LIMITED, HOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLAND
Citation
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT Vol.24 No.2 [2012] 175-199
Abstract
Purpose - The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.Design/methodology/approach - A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, a structural model was proposed. The model was tested utilizing data collected from 433 chain restaurant patrons.Findings - Data analysis indicates that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions have a strong impact on innovativeness.Research limitations/implications - The findings emphasize the significance of study variables in the formation of patrons' innovativeness in the chain restaurant context. These findings help restaurant practitioners in successful new menu/food product launch.Originality/value - This study is the first to explain the formation of patrons' innovativeness in the chain restaurant industry. Given that a proper understanding of innovativeness is critical to achieving chain restaurants' business success, the model verified in this study may serve as a guideline for practitioners/researchers in this field.
URI
https://www.emeraldinsight.com/doi/pdfplus/10.1108/09596111211206132
ISSN
0959-6119
DOI
10.1108/09596111211206132
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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