Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

Predictors and Consequences of Brand Preference in Luxury Restaurants

  • Received : 2014.08.26
  • Accepted : 2014.10.20
  • Published : 2014.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This research proposes and empirically tests a model of the relationships among perceived food quality, perceived service quality, perceived environment quality, brand preference, trust, satisfaction and favorable recipient behavior within the context of luxury restaurant patronage. Hypotheses implied by the model are tested on a sample of 398 patrons of U.S. luxury restaurants. Findings revealed that perceived food quality, perceived service quality, and perceived environment quality positively effect on the brand preference, and the brand preference positively and directly influence on favorable recipient behaviors as well as trust and satisfaction. These findings are discussed in terms of both academic and practitioner implications.

Keywords

References

  1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
  2. Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4), 310-323. https://doi.org/10.1287/mksc.8.4.310
  3. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  4. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
  5. Carpenter, J. M. (2008). Consumer shopping value, satisfaction and loyalty in discount retailing. Journal of Retailing and Consumer Services, 15(5), 358-363. https://doi.org/10.1016/j.jretconser.2007.08.003
  6. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. The Journal of Marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
  7. Dohmen, T., Falk, A., Huffman, D., & Sunde, U. (2008). Representative trust and reciprocity: prevalence and determinants. Economic Inquiry, 46(1), 84-90. https://doi.org/10.1111/j.1465-7295.2007.00082.x
  8. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980
  9. Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3(1), 82-104. https://doi.org/10.1177/109467050031006
  10. Hair Jr, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate Data Analysis: with Readings. New Jersey: Prentice-Hall.
  11. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. https://doi.org/10.1108/03090560310495456
  12. Hoppner, J., & Griffith, D. (2011). The role of reciprocity in clarifying the performance payoff of relational behavior. Journal of Marketing Research, 48(5), 920-928. https://doi.org/10.1509/jmkr.48.5.920
  13. Jin, N., Lee, S., & Huffman, L. (2012). Impact of restaurant experience on brand image and customer loyalty: moderating role of dining motivation. Journal of Travel & Tourism Marketing, 29(6), 532-551. https://doi.org/10.1080/10548408.2012.701552
  14. Kang, J., & Hyun, S. S. (2012). Effective communication styles for the customer-oriented service employee: Inducing dedicational behaviors in luxury restaurant patrons. International Journal of Hospitality Management, 31(3), 772-785. https://doi.org/10.1016/j.ijhm.2011.09.014
  15. Kardes, F. R., Kalyanaram, G., Chandrashekaran, M., & Dornoff, R. J. (1993). Brand retrieval, consideration set composition, consumer choice, and the pioneering advantage. Journal of Consumer Research, 20(1), 62-75. https://doi.org/10.1086/209333
  16. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  17. Kim, S., & Lee, J.-S. (2013). Is satisfaction enough to ensure reciprocity with upscale restaurants? The role of gratitude relative to satisfaction. International Journal of Hospitality Management, 33, 118-128. https://doi.org/10.1016/j.ijhm.2012.06.009
  18. Kim, W., Ok, C., & Canter, D. D. (2010). Contingency variables for customer share of visits to full-service restaurant. International Journal of Hospitality Management, 29(1), 136-147. https://doi.org/10.1016/j.ijhm.2009.07.003
  19. Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984
  20. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. https://doi.org/10.2307/3172742
  21. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.
  22. Namkung, Y., & Jang, S. C. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924
  23. Oh, H., & Parks, S. C. (1997). Customer satisfaction and service quality: a critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal, 20(3), 35-64.
  24. Rundle-Thiele, S., & Mackay, M. M. (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546. https://doi.org/10.1108/EUM0000000006210
  25. Wakefield, K. L., & Blodgett, J. G. (1999). Customer response to intangible and tangible service factors. Psychology and Marketing, 16(1), 51-68. https://doi.org/10.1002/(SICI)1520-6793(199901)16:1<51::AID-MAR4>3.0.CO;2-0
  26. Wall, E. A. & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 59-69. https://doi.org/10.1177/0010880406297246
  27. Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management 30(1), 34-50. https://doi.org/10.1108/09590550210415248