Hande Akyurt Kurnaz, Onur Cüneyt Kahraman, Alper Kurnaz and Ozan Atsız
This study aims to examine how travellers’ non-immersive virtual heritage authenticity, sense of presence and virtual tour satisfaction stimulate their behavioural intentions…
Abstract
Purpose
This study aims to examine how travellers’ non-immersive virtual heritage authenticity, sense of presence and virtual tour satisfaction stimulate their behavioural intentions (continuance and travel intention) within the stimulus–organism–response model.
Design/methodology/approach
A questionnaire was designed to survey Turkish travellers (n = 275) participating in a virtual tour. A structural equation modelling method was used to estimate the model and test the research hypotheses.
Findings
Research findings revealed that four out of six hypotheses were supported. Based on the study outputs, authenticity and sense of presence impact overall travellers’ satisfaction. Furthermore, satisfaction influences continuance intention and travel intention.
Originality/value
The study presents a pioneering effort to investigate tourists’ non-immersive virtual heritage tour experiences in a developing destination context through a theoretical framework.
Details
Keywords
Yilmaz Akgunduz, Mehmet Alper Nisari and Serpil Sungur
This study proposes a model that influences customer citizenship behavior during COVID-19, and empirically tests the effects of fast-food restaurant customers' perceptions of…
Abstract
Purpose
This study proposes a model that influences customer citizenship behavior during COVID-19, and empirically tests the effects of fast-food restaurant customers' perceptions of justice (price and procedural justice) on trust; trust on satisfaction and loyalty; and trust, satisfaction and loyalty on customer citizenship behavior. Furthermore, it was questioned whether there was a disparity between customer expectations based on the restaurant's image and consumption experience.
Design/methodology/approach
The data were gathered from customers of fast-food restaurants in the shopping centers in Turkey. The data set, which included 437 valid questionnaires, was subjected to CFA for validity and reliability, SEM analysis for hypothesis and paired sample t-Tests for the research questions.
Findings
The findings of the study indicate that perceived justice affects customer trust, which, consequently, affects customer loyalty and satisfaction during the COVID-19 period. Findings also demonstrate that, while customer loyalty and trust increase customer citizenship behavior, customer satisfaction alone is insufficient to increase customer citizenship behavior. The study also shows that during the COVID-19 period, fast-food restaurants should have raised awareness of employees’ fair behaviors toward the customers and provided additional services to differentiate themselves in the market. Also, it indicates that customer expectations related to price, cleanliness and professional appearance of staff are not met after taking service.
Originality/value
No research has been found in the literature focusing on the expectations, justice, trust, satisfaction, loyalty and citizenship behaviors of fast-food restaurant customers in the COVID-19 pandemic process. Therefore, the results can fill the gap in relevant literature by testing the relationships between justice, trust, satisfaction, loyalty and citizenship during the pandemic and provide inferences for fast-food business owners.