KORISNIČKO PRIHVAĆANJE DIGITALIZACIJE HOTELSKIH RESTORANA: PRIMJENA MODELA PROŠIRENOG PRIHVAĆANJA TEHNOLOGIJE

The technology acceptance model and its extensions have been the leading theoretical paradigm in explaining users’ acceptance of smart technologies, including in the hospitality and tourism industry. This study applied a modified technology acceptance model to customer acceptance of a novel digital wine menu application in hotel restaurants in Croatia and Serbia. The results of a self-report survey of 406 respondents analysed using partial least squares structural equation modelling indicated that the perceived ease of use, perceived usefulness and perceived enjoyment explained a substantial proportion of the variance in customers’ behavioural intention to return to the restaurant and/or spread positive word-of-mouth, as well as perceived service quality. The perceived risks of using the technology had a negligible impact on the two outcomes of interest. The results confirm and extend previous research on customers’ technology acceptance in the hospitality sector. The managerial implications of these findings and suggestions for future research are discussed.Model prihvaćanja tehnologije i njegovo proširenje vodeći je teorijski obrazac u istraživanju korisničkog usvajanja pametnih tehnologija općenito pa tako i u ugostiteljstvu i turizmu. U istraživanju je korišten prilagođeni model korisničkog prihvaćanja tehnologije na prihvaćenost novog koncepta digitalne vinske karte i jelovnika u hotelskim restoranima u Hrvatskoj i Srbiji. Rezultati 406 samoispunjujućih upitnika dobiveni su metodom modeliranja strukturnih jednadžbi. Analiza rezultata pokazala je da subjektivni dojam o lakoći korištenja i korisnosti te osobni užitak objašnjava znatna odstupanja u namjeri ponašanja korisnika o povratku u restoran i/ili širenju pozitivne usmene predaje kao i doživljene kvalitete usluge. Dojam rizika povezanog s korištenjem tehnologije imao je zanemariv utjecaj na dva rezultata u fokusu ovog istraživanja koji potvrđuju i proširuju prethodna istraživanja o korisničkom prihvaćanju tehnologije u ugostiteljskom sektoru. Analiziraju se implikacije ovih rezultata za menadžere te se predlažu smjernice za buduća istraživanja

A Comparison of Self-Service Technologies (SSTs) in the U.S. Restaurant Industry: An Evaluation of Consumer Perceived Value, Satisfaction, and Behavioral Intentions

Innovation in technology has been growing rapidly in recent years. Many restaurants have been utilizing different types of self-service technologies (SSTs) to enhance their operations and customer satisfaction. Despite, the rapid spread of SSTs in the restaurant industry, very limited empirical research has been conducted to evaluate the influence of SSTs type on customer dining experience. Therefore, the purpose of this dissertation was to examine the SSTs values that influence restaurant customers\u27 satisfaction and their decision to continue to reuse SSTs. More specifically, this study utilized the Theory of Consumption Values (TCV) to examine consumers\u27 perception of the SST values across different types of restaurant proprietary SSTs (kiosk, tabletop, restaurant mobile app, and web-based SSTs). In order to examine the hypothesized relationships, a quantitative research approach was utilized with the survey research method. An online self-administered questionnaire was developed in Qualtrics for each type of SSTs. The questionnaires were distributed utilizing Amazon mechanical Turk (MTurk). Data was collected in May 2019 from restaurant customers who previously used/experienced one of four SSTs. A total of 619 questionnaires were usable and retained for the data analysis procedures. PLS-SEM and PLS-MGA were utilized to evaluate the conceptual model. The results revealed that emotional values were the most significant SST values that influence customer satisfaction with the restaurant SST experience and continuance intention. SSTs customization features were positively related to customer satisfaction across all the SSTs included in this study. The theoretical and practical implications of the results were discussed as well as the limitations of the study and future research directions

Towards assessing the value of digital self-service options from a provider perspective

Given the ongoing digitization of service, understanding the value co-creation process in the self-service context is getting more and more relevant for practitioners and academics alike. Prior research on service co-production has primarily focused on the service beneficiaries’ causal paths of value determination or has conceptualized value as utility relying on neo-classical economic concepts and theories. As a result, little is known about how to assess the value-in-experience of digital self-service options from a service provider’s perspective. This study represents a first contribution towards answering this research question. Based on the results of a systematic literature review, we develop a framework that enables service organizations to assess the expected and perceived value before, during or after an actual service experience. It therefore conceptualizes value in form of net benefit and means-end. Drawing upon the framework, we discuss various value enhancement strategies reflecting different categories of self-service options

Consumer decision making in restaurant selection

The aim of this study was to investigate consumers’ decision of selecting a restaurant for leisure. It was based on research carried out in the South East of the UK. In line with the cognitive paradigm the importance of attributes was approached from the theoretical perspective of utility theory in which consumers pursue maximisation of benefits from the service which they are evaluating. This study follows a sequential mixed methods approach. It consists of a qualitative stage followed by a quantitative stage, each one adhering to the precepts of their own paradigms. The qualitative stage was based on data collected through six focus groups of four to six respondents. An interview guide was used in semi-structured settings and data was analysed using applied thematic analysis. The second stage employed an online survey generating quantitative data from 376 respondents. The theme of ‘eating out occasion’, such as a romantic dinner, was a key element of the decision-making process. This thesis presents a framework for examining the different stages of the decision using the stylised Engels, Kollat and Blackwell (EKB) model (Tuan-Phan and Higgins, 2005). Its stages delve into the influence of emotions, motivations and the consumer’s regulatory focus in the decision. The methodological design with the possibility of selecting attributes, emerging from the qualitative stage, offers a contribution to the use of conjoint analysis for complex decisions. The study also proposes a new typology of restaurant attributes, with seven categories influencing perceived consumer value. The study’s findings further indicate that price is a factor influencing the expectations from the other attributes. The study considers a number of implications for the industry, such as, the importance of service and consumers’ willingness to pay more for a service that is friendly, welcoming and attentive. It also suggests many areas for further research

Standing out on the high street: how fashion retailers are embracing experiential marketing

A thesis Submitted in full fulfillment of the requirements for the degree of Doctor of Philosophy (Marketing) at the University of the Witwatersrand, 2016With an increase in competition, the retail industry is experiencing a paradigm shift as marketers revert to innovative retail experiences to influence consumer buying behaviour. Therefore, it is of interest to examine how consumers experience store environments in order for retailers to design atmospherics that are conducive to influencing purchase decision-making. Although several studies have explored store environment and consumer buying behaviour, few studies have explored atmospheric cues as a holistic construct to investigate the effect of these on brand loyalty and purchase intention. More specifically, few studies have explored this topic in a fashion retail context among the black middle class woman in South Africa. This paper aims to determine whether store environment influences consumers’ purchase intention and brand loyalty of fashion products. By means of a proposed conceptual model, store environment is the predictor variable, with brand experience, brand trust, brand satisfaction and brand attitude as the mediating variables, and purchase intention and brand loyalty as the outcome variables. The present study undertakes a quantitative approach in which 501 online surveys are distributed among black middle class woman to explore the influence of store environment on purchase intention of fashion brands. The findings support all nine proposed hypotheses. Therefore indicating that store environment influences consumers’ brand experience, brand trust, brand satisfaction and brand attitude. Likewise, the latter branding variables have a significant influence on brand loyalty, and ultimately purchase intention. The contribution of this paper is threefold. Firstly, by exploring the importance of store environment on consumer behaviour, this study adds to contextual knowledge on experiential retailing, fashion consumption and the buying behaviour of the emerging black middle class. Secondly, it adds to existing literature in retail management and fashion marketing. Theoretically, it is positioned in experiential marketing and contributes to empirical literature that focuses on consumer behaviour, branding, and retail. Lastly, by investigating store environment and it’s influence on consumers’ purchase intentions, the findings provide marketing practitioners with a better understanding of strategies that can be employed to influence consumers buying behaviour through the design of a conducive store environment.MT201

An Empirical Investigation Of Information Technology Mediated Customer Services In China

Information technology mediated customer service is a reality of the 21st century. More and more companies have moved their customer services from in store and in person to online through computer or mobile devices. Using 208 respondents collected from two Chinese universities, this paper investigates customer preference over two service delivery model (either in store or online) on five type of purchasing (retail, eating-out, banking, travel and entertainment) and their perception difference in customer service quality between those two delivery model. Results show that a majority of Chinese students prefer in store and in person for eating out. For ordering tickets for travel and entertainment, they prefer computer/mobile device. For retail purchasing and banking, less than half of the students prefer in person services. In general, the results show that ordering through computer/mobile devices has become more popular in China and has received higher rating for most of customer service quality except security compared to ordering in store. In addition, it is found that there exist a gender difference in purchasing preference and perception in service delivery quality in China

Adoption and usage of mobile marketing practices to promote domestic tourism: a case of Zimbabwe’s hospitality sector.

Doctoral Degrees. University of KwaZulu-Natal, Pietermaritzburg.The escalated global use of the mobile phone and mobile internet presents endless opportunities for dynamic marketers. Elsewhere, research on the adoption and use of mobile devices to harness marketing opportunities has been growing steadily, while lagging in Zimbabwe. Despite the problem of declining foreign tourist arrivals, the Zimbabwean tourism and hospitality sector has not harnessed mobile marketing (MM) practices to promote its domestic tourism market for sustainability. The main purpose of the study was to establish the readiness of Zimbabwe's hospitality marketing employees to adopt and use mobile marketing practices to promote domestic tourism. Guided by the research objectives, the study analysed extant literature on mobile marketing adoption, acceptance and use, benefits of specific mobile marketing practices and tools, domestic tourism and hospitality marketing, to come up with theoretical constructs of the hypothesized model. A quantitative research methodology approach and cross-sectional design were adopted. Data was collected from 264 respondents in major tourist destinations of Zimbabwe using a self-completion, mainly structured questionnaire in a survey. Data were analysed using descriptive statistics, Confirmatory Factor Analysis and Structural Equation Modelling.The findings indicate that Awareness and nowledge; Experience; Social Networking habits and Perceived Usefulness(PU) positively influence behaviour intention (BI) to use mobile marketing (MM) practices amongst hospitality marketing employees in Zimbabwe. Perceived ease of use(PEOU); Management support; Company mobile technology infrastructure and Technology accessibility had no significant influence on BI. There was a significant indirect effect of Awareness Knowledge to Behaviour Intention mediated by PU and PEOU. Lastly, the results confirmed that BI had a significant positive influence on actual usage behaviour (AUB). The study recommends that marketing management in Zimbabwe’s tourism and hospitality sector should implement MM practice by providing marketing employees with mobile communication devices and mobile internet (Wi-Fi). These MM practices include use of mobile social media tactics like live streaming of tourism destinations and hospitality facilities, GPS enabled location-specific messages and targeted mobile messages via WhatsApp and SMS. Collaborations with mobile network operators would allow hospitality companies access to customer databases that can be used to recruit potential domestic tourists. The study contributes new knowledge by integrating constructs from technology acceptance and use theories and making an initial examination of these from the perspectives of marketing employees in the context of Zimbabwe’s domestic tourism and hospitality sector

Managing the Paradox of Growth in Brand Communities Through Social Media

The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level