Role of brand heritage in local and franchise restaurant service

IF 3.6 4区管理学 Q2 MANAGEMENT

Total Quality Management & Business Excellence Pub Date : 2023-05-12 DOI:10.1080/14783363.2023.2211012

Jiseon Ahn

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引用次数: 0

Abstract

Given the growth of franchise practices in the service industry, this study focuses on the impact of restaurant heritage in helping to create positive outcomes in company performance. In particular, this study examines the direct impact of brand heritage on customers’ perceived restaurant image and whether it produces positive attitudes and behavior. Due to limited studies on restaurant operation type, the proposed relationship is compared between franchise and local restaurants. Partial least squares structural equation modeling with SmartPLS 4.0 software was used to analyze 599 restaurant customers in the United States. The findings confirm that the perceived restaurant heritage affects the brand image for customers, leading to positive customer evaluations (i.e. satisfaction and trust). In addition, differing levels of customer satisfaction and trust are found to influence the behavioral intentions of customers (i.e. willingness to pay a premium and repurchase intentions). Last, a multigroup analysis showed that the effect of trust on customer behavior was significantly higher among franchise than local customers. In contrast, the effect of satisfaction on customer behavioral intentions was stronger among local than franchise customers. This study provides valuable insights for both local and franchise operators who need to manage their brands to create positive customer outcomes.

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品牌传承在本地和特许经营餐厅服务中的作用

鉴于服务行业特许经营实践的增长，本研究侧重于餐馆传统在帮助公司业绩创造积极成果方面的影响。本研究特别探讨品牌传承对顾客感知餐厅形象的直接影响，以及是否产生积极的态度和行为。由于对餐厅经营类型的研究有限，本文将特许经营与本地餐厅的关系进行比较。采用SmartPLS 4.0软件建立偏最小二乘结构方程模型，对美国599家餐馆的顾客进行分析。研究结果证实，感知到的餐厅遗产影响顾客的品牌形象，导致积极的顾客评价(即满意度和信任)。此外，我们还发现不同程度的顾客满意和信任会影响顾客的行为意向(即支付溢价的意愿和再购买意愿)。最后，多组分析表明，信任对加盟店顾客行为的影响显著高于本地顾客。相比之下，满意度对本地顾客行为意向的影响强于特许经营顾客。本研究为本地和特许经营经营者提供了有价值的见解，他们需要管理自己的品牌，以创造积极的客户结果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Total Quality Management & Business Excellence MANAGEMENT-

CiteScore

8.90

自引率

12.80%

发文量

期刊介绍： Total Quality Management & Business Excellence is an international journal which sets out to stimulate thought and research in all aspects of total quality management and to provide a natural forum for discussion and dissemination of research results. The journal is designed to encourage interest in all matters relating to total quality management and is intended to appeal to both the academic and professional community working in this area. Total Quality Management & Business Excellence is the culture of an organization committed to customer satisfaction through continuous improvement. This culture varies both from one country to another and between different industries, but has certain essential principles which can be implemented to secure greater market share, increased profits and reduced costs. The journal provides up-to-date research, consultancy work and case studies right across the whole field including quality culture, quality strategy, quality systems, tools and techniques of total quality management and the implementation in both the manufacturing and service sectors. No topics relating to total quality management are excluded from consideration in order to develop business excellence.