小企业的真实性:探索品牌真实性的后果

Shi-chang Lu, Jiseon Ahn
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引用次数: 0

摘要

目的虽然小企业对经济很重要,但很少有研究探讨小餐馆的体验如何影响顾客的行为。因此,本研究旨在建立一个模型,并考察小餐馆属性(即真实性)对顾客积极态度和行为的影响。研究结果偏最小二乘法结构方程建模的结果表明,顾客在小餐馆就餐时对象征意义、可信度和诚信度的感知会影响他们的依恋程度,进而影响他们的口碑传播和再次光顾的意愿。然而,连续性对顾客对服务提供商的情感依恋没有明显影响。此外,真实性对不同人口类别顾客行为的影响也不尽相同。 原创性/价值随着小型企业竞争的日益激烈,服务提供商希望了解如何创造积极的顾客光顾行为。本研究为正在制定营销战略的小企业主提供了指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Authenticity in small businesses: exploring the consequences of brand authenticity
PurposeAlthough small businesses are important to the economy, few studies have examined how the small restaurant experience influences customer behavior. Thus, the purpose of this study is to develop a model and examine the influence of small restaurant attributes (i.e. authenticity) on customers’ positive attitudes and behavior.Design/methodology/approachUsing 181 responses from customers of small restaurants, this study examines how the dimensions of authenticity (i.e. continuity, credibility, integrity, and symbolism) affect customers’ positive behavioral intentions through emotional attachment.FindingsThe results of partial least squared–structural equation modeling demonstrate that customer perceptions of symbolism, credibility, and integrity in their experience at a small restaurant influence their attachment, which in turn influences both their word of mouth and revisit intentions. However, continuity has no significant effect on customers’ emotional attachment to service providers. Also, the effects of authenticity on customer behavior vary across demographic categories.Originality/valueWith increasing competition in the small business context, service providers seek to understand how to create positive customer patronization behavior. This study provides guidelines for small business owners who are developing marketing strategies.
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