Marketing and Management of Innovations最新文献

{"title":"The Mediator Role of Task Performance in the Effect of Digital Literacy on Firm Performance","authors":"Hasan Sadik Tatli, Melih Sefa Yavuz, Gokten Ongel","doi":"10.21272/mmi.2023.2-08","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-08","url":null,"abstract":"Digital technologies, which have made significant progress in the last two decades, have paved the way for the emergence of many new-generation devices, platforms and applications. The increase in the use of these technologies has transformed many activities in daily life and significantly changed the business world. The concept of digital transformation, which has become a popular motto for many companies today, has improved the interaction between companies and consumers and changed how companies do business, making the transformation necessary. Digital transformation in businesses can be partial (such as establishing new departments or marketing channels) or major (such as changing the entire business model). In any case, digital transformation is a necessity of the current age. Human capital is vital in increasing the firm performance of companies and gaining a competitive advantage against their competitors. Today, one factor that can improve employees’ task performance in digital economies is digital competencies. Therefore, having a certain level of digital literacy among employees is crucial for companies to achieve adequate performance in digitalization and beyond. From this perspective, this research aims to determine the effect of employees’ digital literacy on their task performance and firm performance. Investigation of this topic in the paper is carried out in the following logical sequence: First of all, the research presents the conceptual framework for digital literacy, task performance, and firm performance. The results of studies in the literature are presented, and the hypothesis development process is based on the research results. The subsequent section provides information about the study’s methodology and findings. Finally, the research concludes with the results and discussion section. Within the scope of the study, data were collected from 222 white-collar employees in Istanbul through online questionnaires. A convenience sampling technique was used to determine the sample. SPSS 25 and SPSS Process 2.13 package programs were used to analyse the data. The research results show a medium-level relationship between digital literacy and task performance, a medium-level relationship between digital literacy and firm performance, and a high and positive relationship between firm performance and task performance. According to the mediation analysis results, employees’ digital literacy positively affects task performance and firm performance. In addition, it has been determined that task performance plays a mediating role in the effect of employees’ digital literacy on firm performance. It appears that company managers should prioritize the focus of the «Reskilling Revolution Initiative», which emphasizes the transformation of employees’ skills to attain sustainable competitive advantage and enable digital transformation.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644660","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Impact of Brand Association on Brand Equity in Organized Retail Sector","authors":"Ashish Choudhary, Sunny Dawar, Savita Panwar","doi":"10.21272/mmi.2023.3-01","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-01","url":null,"abstract":"The development of organized retail chains has had an enormous impact on changing consumer behaviour and brand dynamics in the retail sector in recent years. Research on brand equity has acquired substantial importance in the current competitive market situation. Brand equity is regarded as a required part of marketing strategies. It is essential to develop a strong bond with customers to gain a long-term customer base, so the study of different factors affecting consumer decision making becomes very important for marketers. Brand association is a link that buyers draw in their mind between their brand and an urge, interpretation, feeling, moment, someone, search, or interest. Buying judgments are significantly prompted by this linkage, which could be immediately favorable or unfavorable. Consumers’ overall opinions and relationships with a brand are represented by brand equity. Brand association can add value by facilitating knowledge repossession procedures, distinguishing brands, giving ways to purchase, and developing good feelings. Marketing must create and sustain effective sentimental bonds with consumers to gain their trust in the firm. Brand awareness helps customers develop strong attachment over an extended time period. Retailers may evaluate and supervise their brand’s opinion to establish a competitive edge for increasing customer loyalty and preference by understanding consumer brand equity. The intention of the research was to attain the association between brand association and brand equity in the organized retail sector. The research was conducted utilizing the survey technique incorporating the Likert Scale to collect the primary data from Jaipur city, the capital of Rajasthan State of India. The relationship between brand association and brand equity was conceptualized based on existing research in the organized retailing sector, and data were collected using a structured questionnaire. For the study, responses from 225 customers were collected using the convenience sampling method. The outcomes of the analysis show a direct and significant relationship between brand associations and brand equity in the organized retail sector. The study will help marketers to include strategies related to brand association and brand equity in their marketing campaigns to connect more with customers to increase their repurchasing of brands.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135838890","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Changes in Consumer Purchasing Decisions: Traditional and Emerging Factors in the Dynamic Marketing Landscape Over 15 Years","authors":"Irena Antosova, Michal Psurny, Jana Stavkova","doi":"10.21272/mmi.2023.3-08","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-08","url":null,"abstract":"The paper summarises the factors influencing consumer purchasing decisions and the changes the factors have undergone over the last 15 years. The research aimed to determine what changes have occurred in the intensity of the traditional factors influencing consumers’ purchasing decisions over the past 15 years and to identify the new factors currently shaping consumers’ purchasing decisions. The research was carried out by means of a questionnaire survey conducted in the Czech Republic (N = 686). The survey results were subjected to descriptive statistics combined with multivariate exploratory factor analysis. The paper presents the results of an empirical analysis which showed that between 2007 and 2022, there were no significant changes in consumers’ perceived importance of traditional factors influencing their purchasing decisions in different categories of consumption. The research has confirmed that consumers perceived quality, price and necessity as the most important factors across the different categories, while advertising was still the least important. However, the perceived importance of advertising has increased slightly in some shopping categories, such as Clothing and Footwear and Transport, along with the perceived importance of discounts. However, new factors have emerged to influence consumers before making a purchase decision. The Clothing and Footwear category was selected for detailed factor analysis because consumers assigned more importance to the emerging factors here than other purchase categories. By applying factor analysis, the authors identified five determinants of consumer decision-making in purchasing Clothing and footwear category, including new and traditional factors. The first determinant was the current trends in the market. The second determinant was recommendations, including recommendations from family, friends and professionals, together with the chance to try something new. The third purchase determinant was experience based on the consumer’s previous experience, which also shaped the subsequently preferred parameters and product quality. The fourth determinant was pricing. The final determinant of the purchase decision was sustainability in both consumption and purchase. The research results are useful for market players, especially in the innovation of customer communication and company marketing management.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"115 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135839177","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Innovations in Marketing Communication in the Hospitality Business in Slovakia During the COVID-19 Pandemic","authors":"Marcel Lincenyi, Katarina Svejnova Hoesova, Michal Fabus","doi":"10.21272/mmi.2023.3-20","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-20","url":null,"abstract":"The main purpose of the article was to describe selected factors of hotel business in the Slovak Republic in the years 2001 to 2020 and identify the economic impacts of measures related to the pandemic crisis COVID-19 in 2020. At the same time through selected marketing tools. Paper is also focused on innovative marketing tools used in the hotel business during a pandemic time and their impact on business effectiveness. To analyze the situation in the hotel business in the Slovak Republic, we used a statistical method of comparison within the period under study. To obtain qualified answers to the stated research goals and subsequent research questions, we statistically processed available data on the number of domestic and foreign visitors, as well as the capacity of accommodation facilities in the monitored period. Subsequently, we carried out research in the hotel sector using the method of controlled structured interviews. The results were processed through exploratory factor analysis, based on which we were able to evaluate marketing tools with the most significant impact on efficiency in the hotel business in the Slovak Republic. The measures taken in connection with the coronavirus COVID-19 caused significant economic impacts on the hotel business in the Slovak Republic, as in 2020 the number of foreign visitors dropped to 20-year lows. The analysis of the environment in the hotel business for the period under study showed that the impact of measures within the COVID-19 pandemic had a significant impact on the number of visitors, the amount of revenues and the number of accommodation facilities. The research of structured interviews with accommodation facility managers showed that the use or non-use of marketing activities (websites, PPC advertising, social media) had a significant effect on the reduction of revenues. The findings of the analysis of the environment clearly show that the relaxation of the economic measures in the summer of 2020 increased the number of domestic visitors to a higher level than in the same period in 2019, but there was no increase in the number of foreign visitors. We can state that if the epidemic comes under control, there will be a massive increase in the number of visitors and thus an increase in revenues. In case, that Slovak hotel managers would use innovative marketing tools more in the future when communicating with potential customers, it is highly probable that their potential losses would be lower in the next crisis.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135840848","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digital Currencies and Fintech Innovation Technologies for Economic Growth","authors":"Jurijs Baltgailis, Anastasiia Simakhova, Stanislav Buka","doi":"10.21272/mmi.2023.3-18","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-18","url":null,"abstract":"The transition of the global economy to digital currencies is inevitable. Today’s monetary methods of regulation do not provide a stable and inclusive economy, and central banks will be forced to move on to the implementation of the state digital currency in real practice, which will ultimately allow introducing total control over the use of customer assets and strict business regulation,especially in the field of the shadow economy and tax crimes. The main factors for the transition to digital currencies aretechnological progress, an increase in online transactions, independence from national currencies, and low commissions. Thepurpose of the article is to assess the potential for economic growth of digital currencies and FinTech innovation technologies inthe context of growing government debts. The scientific novelty of the obtained results lies in the construction of a regression model of GDP growth dependence on inflation, government debt and the long-term interest rate. The regression analysis was conducted by building a linear multiple model for selected developed European countries based on statistical data from the European Central Bank, the European Commission, and other Internet resources. The equation of dependence of the GDP of European countries on the selected factors obtained as a result of regression modelling can be practically used to forecast future GDP indicators. The model showed that inflation growth has a negative impact on GDP growth and confirmed that further economic growth is possible with the introduction of digital currency, which will help to reduce the inflationary burden. The issuance of digital currency will be strictly controlled, which will contribute to the formation of an inclusive economy by attracting people who do not have bank accounts to business, and the shadow economy will be reduced. This will create opportunities for real economic growth. It is predicted that the introduction of digital currencies could lead to a faster, moreconvenient, cheaper and more private payment system, which is important for citizens and businesses.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135841038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Investigation of the Effect of Risk Perceptions of the Generation Z Consumers' Against Refurbished Products on Their Purchase Intention","authors":"Ebru Onurlubas, Niyazi Gumus Niyazi Gumus","doi":"10.21272/mmi.2023.3-10","DOIUrl":"https://doi.org/10.21272/mmi.2023.3-10","url":null,"abstract":"Changes in the consumption culture of individuals, the economic problems experienced and the increase in environmental awareness cause significant increases in the sales of refurbished products, especially technological devices. While the growth of the refurbished product market contributes to consumers having these products at more economical prices, it also contributes to the reduction of the production costs of the enterprises and, from an environmental point of view, to the prevention of possible waste and damages that may arise during the production of new products. Therefore, it would not be wrong to argue that the sales of refurbished products will increase gradually and to predict that the refurbished product market will grow by diversifying. The present study investigates the effect of perceived risk dimensions of young consumers living in Turkey on their intention to purchase refurbished products. The reason why the Z generation was chosen in the study is to learn the buying habits of new or renewed products in technological products and to examine their attitudes towards refurbished products as a generation born and grown up in technology. Another reason for the selection of the Z generation in the research is that the Z generation, which constitutes an important part of society in Turkey, directs technological trends. It is thought that the findings of the research will make significant contributions to the marketing decisions of the companies producing technology for the Z generation, lawmakers and researchers. The research was carried out between January and March 2022 with 415 participants living in Istanbul, Turkey’s largest city, determined by the convenience sampling method. In this research, regression analysis was used to test the hypotheses. The research was carried out with 415 participants. As a result of the research, it was determined that social risk has a low positive and significant effect on the effect of perceived risk dimensions of Generation Z consumers on the purchase intention of the refurbished product, performance risk has a low negative significant effect, psychological risk has a good positive and significant effect, time risk has a low positive significant effect, and physical risk has a low negative and significant effect. These results show that the psychological risk perception of Z generation consumers is important in their renewed product preferences. For this reason, companies should be careful to offer products that meet the expectations of consumers for refurbished products and not disappoint Z generation consumers.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135839616","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Work Motivation of Social Workers in the Context of Management Innovations","authors":"P. Gallo, B. Mihalčová, B. Balogová","doi":"10.21272/mmi.2023.1-05","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-05","url":null,"abstract":"In the current turbulent and constantly changing conditions, there is a growing tendency to develop human resource activities through implementing managerial innovations. The present paper addresses social workers’ work motivation. The paper’s main goal is to determine the impact of work motivation on social service employees, representatives of generation X and generation Y. The present paper analyses generation X’s and generation Y’s work preferences accounting for the distinctiveness of social service work performance. An original questionnaire was distributed to the social workers. For the selection of respondents in social services facilities, the method of a random selection of respondents was used. In this method, each respondent has the same probability of being chosen. The research sample consisted of 201 employees of social services. The questionnaire tackled two areas: demographics (gender, age, and educational background) and work motivation (work environment, working atmosphere, career opportunities, upskilling, income, and demotivating agents at the workplace). The obtained data were statistically processed and evaluated. The data were analysed regarding correlations, differences, and similarities in the social workers’ perception of work motivation. The research shows no statistically significant relationship between generation X and generation Y regarding the main motivational stimulus in social workers. Both generations perceive motivation in the same way. Another outcome of the research is that Generation X respondents consider «financial remuneration» and «upskilling» more important than Generation Y respondents. Generation Y respondents consider «career growth», «work being interesting», «friendly work environment», «feedback», and «work-life balance» more important than Generation X respondents. Research respondents appreciate the scope for internal reflection and strengthening of internal motivation. External and internal motivational stimuli, as well as other motivational benefits, support improving the quality of social services and overall improving the quality of life of social services employees. The presented research brings findings applicable to the social service sector in the framework of managerial innovation and the scope of employees’ work motivation.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"173 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644155","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Mediating Role of Job Security in The Impact of Digital Leadership on Job Satisfaction and Life Satisfaction","authors":"Ethem Topcuoglu, Onur Oktaysoy, S. Erdogan, Erdogan Kaygin, Engin Karafakioglu","doi":"10.21272/mmi.2023.1-11","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-11","url":null,"abstract":"Digital leadership emerges as the reflection of technological innovation in business life into administration mentality. As well as possessing leadership skills, digital leaders can be defined as leaders who are talented in terms of information technologies, visionary, can think innovatively, increase the corporation’s performance and create the transformation required by the business. The literature emphasizes that digital leadership practices and digital transformation efforts can fail due to fear of being unemployed, the tendency to maintain the usual, and showing resistance to transformation. However, it is realized that these approaches are generally based on foresight and are not supported by real practices. In this regard, the mediating effect of job security satisfaction of employees on the impact of digital leadership upon job satisfaction and life satisfaction is tried to be explained with application findings by utilizing from Resource Based View (RBV). The study was conducted with 403 employees working in an industrial organization. The data obtained were analysed through the Smart-PLS program, and the mediating effect was measured using a structural equation model. The model found that digital leadership had a significant effect (0.199) on job satisfaction, digital leadership had a significant effect (0.182) on life satisfaction, and digital leadership had a significant effect of 0.312 on the perception of job security. Once again, it was found that the perception of job security had a partial mediating effect (0.156) on the effect of digital leadership upon job satisfaction, and the perception of job security had a partial mediating effect (0.150) on the effect of digital leadership upon life satisfaction. The present study indicated that in a well-designed digital transformation, digital leaders could increase employees’ job and life satisfaction, and job security had a mediating impact upon this increase. Digital transformation in businesses creates an environment that allows high-performing employees to stand out more than low-performing employees and to display their talents. Thus, it could be stated that digital technologies have a significant effect on the prominence of talented individuals and increase employees’ job satisfaction and life satisfaction by utilizing RBV, as well. As a consequence of its structural characteristics, digital leadership paves the way for more effective use of human resources in the enterprise, the realization of the necessary organizational transformation, and the increase in the perception of job security of the employees thanks to the contribution it provides to the qualitative improvement of the organization.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644389","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Analysing Customer Loyalty, Customer Satisfaction and Service Quality at DLF Mall of India","authors":"A. Sao, Amit Kumar, Gautam S Bapat, Mohd. Suhail Khan, Sakshee Singh","doi":"10.21272/mmi.2023.1-13","DOIUrl":"https://doi.org/10.21272/mmi.2023.1-13","url":null,"abstract":"The intense competition among shopping centre proprietors has led researchers to investigate the factors that influence customer loyalty. To this end, this research was conducted to explore the relationship between customer loyalty, service quality, and customer satisfaction at DLF Mall of India. A survey was conducted using a five-point Likert scale to collect data from customers, which was then analysed using structural equation modelling. The results of the analysis revealed a strong positive relationship between service quality and customer loyalty (β=0.528, CR=2.681, P<0.05), customer satisfaction and loyalty (β=0.78, CR=1.091, P<0.05), and service quality and customer satisfaction (β=0.65, CR=2.014, P<0.05). These findings support the proposed theory and the three hypotheses (H1, H2, and H3) that were formulated. Thus, the present study analysed the factors that contribute to customer loyalty, including service quality and customer satisfaction, in the context of DLF Mall of India and this study will contribute to the existing literature by providing empirical evidence for the significant influence of service quality and customer satisfaction on customer loyalty. Managers of shopping centres can use the insights from this research to enhance the quality of service and customer satisfaction at their establishments, which could ultimately lead to increased customer loyalty. However, the results of this study may not be generalizable to the entire nation, as the research was conducted only in the Delhi-National Capital Region. Further research in other regions of the country could provide a more comprehensive understanding of the factors that influence customer loyalty. This study provides valuable insights into the relationship between service quality, customer satisfaction, and customer loyalty in the context of a shopping centre. The results highlight the importance of providing high-quality service and satisfying customer needs to build long-term relationships with customers. Future research should consider conducting similar studies in other regions to gain a broader perspective of the factors that impact customer loyalty in the retail industry.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644468","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Mediating Role of Firm Prestige in the Relationship between Perceived Quality and Behaviour Intention in Customer Cafeteria Experiences","authors":"Ç. Samsa","doi":"10.21272/mmi.2023.2-09","DOIUrl":"https://doi.org/10.21272/mmi.2023.2-09","url":null,"abstract":"Customer experience is viewed from different perspectives as an economic, marketing, management, and competitive strategy. Regardless of the perspective, customer experience is a business strategy and a critical concept that plays a key role in firm success in the 21st century. In recent years, there has been an increasing focus on customer experience as a way for companies to differentiate themselves and build strong relationships with their customers. This approach is based on the idea that companies can build emotional bonds with their customers by providing memorable and positive experiences, leading to greater loyalty, repeat business and positive word-of-mouth. To create these experiences, companies adopt a customer-centric approach that involves understanding their customers’ needs, preferences and behaviours and using this information to design and deliver experiences that exceed their expectations. This approach requires moving away from traditional product-centric or sales-oriented strategies and instead places the customer at the centre of the company’s operations and decision-making processes. From a customer-centric perspective, meeting customer expectations in customer experiences is very important in shaping customer perceptions, attitudes and behaviours. From an experience-based perspective, a study was designed by taking into account the expectancy-affirmation theory, which is a psychological model that explains how customers evaluate their satisfaction with a product or service based on their expectations and perceptions of the experience, and a psychological theory that predicts that meeting customers’ expectations from their experiences may lead to a change in customer behaviour. The study examined the mediating role of firm prestige in the relationship between the perceived quality of customer experiences and customer behaviour intention. For this purpose, data were collected from 230 participants who had cafeteria experience through a questionnaire. The collected data were increased to 5000 by bootstrapping (derivative sampling) through the PLS-SEM algorithm. The study found that store prestige partially mediated the relationship between perceived experience quality and behavioural intention (customer satisfaction/loyalty) but did not mediate the relationship between food quality and behavioural intention (customer satisfaction/loyalty). The study also found that store prestige mediated the relationship between atmosphere quality and service quality, and behavioural intention (customer satisfaction/loyalty). Subsequently, cafeteria management policies should prioritise atmosphere and service quality. These factors directly impact the store’s prestige, leading to customer satisfaction and loyalty.","PeriodicalId":45989,"journal":{"name":"Marketing and Management of Innovations","volume":"1 1","pages":""},"PeriodicalIF":1.3,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67644765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}