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dc.contributor.author현성협-
dc.date.accessioned2018-02-14T01:12:01Z-
dc.date.available2018-02-14T01:12:01Z-
dc.date.issued2012-03-
dc.identifier.citationINTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT Vol.24 No.2 [2012] 175-199en_US
dc.identifier.issn0959-6119-
dc.identifier.urihttps://www.emeraldinsight.com/doi/pdfplus/10.1108/09596111211206132-
dc.description.abstractPurpose - 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.en_US
dc.language.isoenen_US
dc.publisherEMERALD GROUP PUBLISHING LIMITED, HOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLANDen_US
dc.subjectSatisfactionen_US
dc.subjectTrusten_US
dc.subjectBrand attitudeen_US
dc.subjectInnovativenessen_US
dc.subjectSales promotionen_US
dc.subjectAdvertising effectivenessen_US
dc.subjectChain restauranten_US
dc.subjectInnovationen_US
dc.subjectCUSTOMER SATISFACTIONen_US
dc.subjectMODERATING ROLEen_US
dc.subjectPERCEIVED RISKen_US
dc.subjectADVERTISING EFFECTIVENESSen_US
dc.subjectTRUSTen_US
dc.subjectLOYALTYen_US
dc.subjectCOMMITMENTen_US
dc.subjectPROMOTIONen_US
dc.subjectFRAMEWORKen_US
dc.subjectATTITUDEen_US
dc.titleA model of a patron's innovativeness formation toward a chain restaurant branden_US
dc.typeArticleen_US
dc.relation.no2-3-
dc.relation.volume24-
dc.identifier.doi10.1108/09596111211206132-
dc.relation.page175-199-
dc.relation.journalINTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT-
dc.contributor.googleauthorHan, Heesup-
dc.contributor.googleauthorHyun, Sunghyup-
dc.relation.code2012221283-
dc.sector.campusS-
dc.sector.daehakCOLLEGE OF SOCIAL SCIENCES[S]-
dc.sector.departmentDIVISION OF TOURISM-
dc.identifier.pidsshyun-
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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