Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers

被引:88
作者
Kim, Seoyoung [1 ]
Ham, Sunny [1 ]
Moon, Hyeyoung [1 ]
Chua, Bee-Lia [2 ]
Han, Heesup [3 ]
机构
[1] Yonsei Univ, Inst Symbiot Life TECH Techonol Ecol Culture Huma, Res Ctr Food Nutr & Foodserv Management, Dept Food & Nutr,Coll Human Ecol, 50 Yonsei Ro, Seoul 03722, South Korea
[2] Univ Putra Malaysia, Fac Food Sci & Technol, Dept Food Serv & Management, Serdang 43400, Selangor, Malaysia
[3] Sejong Univ, Coll Hospitality & Tourism Management, 98 Gunja Dong, Seoul 143747, South Korea
关键词
Grocerants; Experience; Brand prestige; Value; Loyalty; Restaurants; SATISFACTION; HOSPITALITY; TOURISM; MODEL; PERCEPTIONS; ECONOMY; SERVICE; UTILITY; ROLES;
D O I
10.1016/j.ijhm.2018.06.026
中图分类号
F [经济];
学科分类号
02 ;
摘要
The food service industry has already observed that a merely good quality of products/services cannot make a business successful and has emphasized the importance of delivering unique and memorable experiences. Grocerants meet customer demand by filling the roles of grocery stores and restaurants, while offering novel and special experiences to customers. This study explores the unique experiences staged in grocerants by applying the experience economy and associates such experiences to brand prestige, customer perceived value, and loyalty. Data was collected at grocerants in Korea, using a mall-intercept survey. Our results identify the positive effects of entertainment and escapist experiences on brand prestige which significantly triggers functional, hedonic, social, and financial values. The three values (functional, hedonic, and financial) also affect loyalty. Overall, the proposed theoretical framework sufficiently accounts for customer loyalty. This study was the first attempt to investigate grocerant patrons' behaviors and thus includes a high degree of originality.
引用
收藏
页码:169 / 177
页数:9
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