Influence of customer personality on perceived attractiveness and similarity in a food service context

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2023-03-29 DOI:10.1080/19368623.2023.2196661

Eun-Jeong Hong, Jiseon Ahn

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引用次数: 2

Abstract

ABSTRACT Utilizing a customer style inventory, in this research we find that customer personality is associated with customer behavior in a food service context. We collected responses from 125 independent and 99 franchise coffee houses recruited using an online survey platform. Based on partial least-structured structural equation models, our findings demonstrate that brand and recreation consciousness influence both brand attractiveness and similarity. Impacts of quality consciousness on attractiveness and novelty consciousness on similarity are also found. Brand attractiveness leads to customer positive purchase intention toward the coffee houses. However, customer price consciousness and impulsiveness do not significantly influence positive behavior. Finally, we compare the impact of customer consumption styles on customer behavior between independent and franchise coffee houses. We observe higher impacts of quality consciousness among independent coffee house customers, whereas recreation consciousness is more influential among customers of franchise coffee houses.

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顾客个性对食品服务环境中感知吸引力和相似性的影响

摘要利用顾客风格清单，本研究发现，在食品服务环境中，顾客个性与顾客行为有关。我们使用在线调查平台收集了125家独立咖啡馆和99家特许经营咖啡馆的回复。基于偏最小二乘结构方程模型，我们的研究结果表明，品牌和娱乐意识对品牌吸引力和相似性都有影响。质量意识对吸引力的影响以及新颖性意识对相似性的影响。品牌吸引力导致顾客对咖啡馆有积极的购买意愿。然而，顾客的价格意识和冲动对积极行为没有显著影响。最后，我们比较了独立咖啡馆和特许经营咖啡馆顾客消费风格对顾客行为的影响。我们观察到，独立咖啡馆顾客的质量意识影响更高，而特许经营咖啡馆的顾客的娱乐意识影响更大。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.