This study aims to develop a performance evaluation model for Facebook (FB) marketing campaigns (FBMCs) for a franchised hotel, distinguish four quadrants based on efficiency and…
Abstract
Purpose
This study aims to develop a performance evaluation model for Facebook (FB) marketing campaigns (FBMCs) for a franchised hotel, distinguish four quadrants based on efficiency and customer attention and suggest improvements for inefficient FBMCs based on the slack value analysis.
Design/methodology/approach
The paper applied the elaboration likelihood model to select three inputs (text, picture and color) and three outputs (number of people reached; reactions, comments and shares; and clicks on post) based on the literature and expert opinions to assess 60 FBMCs for hotels through data envelopment analysis and a robustness test. The four-quadrant analysis (benchmark, improvements in efficiency and customer attention and fade-out) provides suggestions for underperforming FBMCs.
Findings
The results indicate that the efficiency of the greeting FBMCs is better than that of the event and promotion FBMCs. The projection of input value analysis showed that an average of 50 words, one picture and six colors is the benchmark of FBMCs.
Research limitations/implications
Sixty FBMCs for the same franchised hotel were examined. Further research could extend this model to different hotels for generalization.
Practical implications
The findings suggest that developing shorter text lengths, concise photos and colors of greeting messages on FB could be efficient for FBMCs.
Originality/value
This paper contributes in assessing the performance of FBMCs to identify the benchmark FBMCs with the higher efficiency and more customer attention for a franchised hotel.
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Chin‐Yi Fang, Pao‐Yu (Jessie) Peng and Wei‐Ta (Woody) Pan
The purpose of this study is threefold: to use an innovative metafrontier‐to‐data‐envelopment analysis (MDEA) model incorporating multiple outputs and inputs – including the item…
Abstract
Purpose
The purpose of this study is threefold: to use an innovative metafrontier‐to‐data‐envelopment analysis (MDEA) model incorporating multiple outputs and inputs – including the item revenue, gross profit, food costs, time‐driven labor costs, and other operating expenses (OOEs) – to distinguish four quadrants based on efficiency and profit to offer different strategies to the restaurateur under study; to compare the proficiency levels of the different meal categories of the à la carte and combo set menus using the metatechnology ratio (MTR) via the MDEA; and to use slack‐based analyses with simulation to improve the financial performance of a teppanyaki‐style restaurant.
Design/methodology/approach
Six months of point of sale (POS) data are obtained from a teppanyaki‐style restaurant. The proposed inputs are categorized into total food costs, total labor cost, the number of processes, and OOEs. Two outputs (total revenue and gross profit) are used to assess the efficiency of the menu items. The MTR is used to differentiate the proficiency level of the heterogeneous meal categories and to create four quadrants based on the efficiency index and financial performance.
Findings
The MTR is lower for the combo set category than for the à la carte category. Four quadrants are obtained based on the efficiency and financial performance to provide further menu suggestions. The MDEA analysis yields menu suggestions that could enhance the overall efficiency and profitability of the menu items. A simulation using these two models is conducted and shows that the restaurant profitability would be 22 percent greater using the MDEA than using the menu engineering model.
Research limitations/implications
Because there are no publicly listed teppanyaki‐style restaurants in Taiwan and it is difficult to find the same menu in different restaurants, this study consists of only a single restaurant, and the results may not be generalizable to other types of restaurants.
Originality/value
This paper contributes to menu analysis by establishing an efficiency index and using financial performance as criteria for determining which menu items to improve in a teppanyaki‐style restaurant. The MTR of the metafrontier model can differentiate the proficiency level of the heterogeneous categories, such as à la carte and combo set menus. This paper offers empirical results pertaining to the classification of menu items and describes a slack‐based analysis for improving menu items.
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Kuo-Fang Peng, Yan Chen and Kuang-Wei Wen
The purpose of this paper is to examine influential factors on branded app adoption from the perspectives of brand relationship and consumption values. Thus a research model…
Abstract
Purpose
The purpose of this paper is to examine influential factors on branded app adoption from the perspectives of brand relationship and consumption values. Thus a research model integrating consumer-brand relationship literature and the theory of consumption values is developed.
Design/methodology/approach
Using the survey approach, 245 participants were recruited from several app market forums and app fan communities. The banking apps issued by three large banks in Taiwan were used in the research.
Findings
The findings support the research model and confirm that brand relationship in terms of brand attachment and brand identification, and perceived overall consumption values are influencing factors in branded app adoption.
Research limitations/implications
The research advances the understanding of the effect of brand relationship on branded app use behavior and the functional and non-functional value components pertaining to branded apps.
Originality/value
Little research has investigated if brand-consumer relationship and consumption values can sustain and continually impact consumers’ choice in mobile apps.
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Shih-Hao Lu, Rohit Raj, Anupama Mahajan, Ajay Jha, Priyanka Verma, Hsia-Ping Lan and Sumanjeet Singh
The study aims to add to the existing literature on food supply chains by specifically taking into the redesigning of the alignment of storage, packaging and distribution…
Abstract
Purpose
The study aims to add to the existing literature on food supply chains by specifically taking into the redesigning of the alignment of storage, packaging and distribution practices in the modern complex supply chain. The redesign of the food supply chain’s storage, distribution and packaging is a transformative endeavor ultimately aimed at enhancing efficiency, sustainability and reliability.
Design/methodology/approach
In order to identify, classify and prioritize the main challenges, this study conducted an extensive analysis of the literature and experts’ opinions in the areas of academia, information technology and the food supply chain (FSC) using combined compromise solution method (CoCoSo) and complex proportional assessment (COPRAS).
Findings
The top three classes of key indicators revealed in this study are dynamic route optimization and on-demand delivery pods (RD4), implementation of active packaging with nanotechnology (RP3) and collaborative last-mile (RD2). The findings reveal that dynamic route optimization and on-demand delivery pods (RD4) and collaborative last-mile (RD2) are maintaining a balance between collaborative delivery networks through route optimization which is a very discussable theme in recent literature.
Originality/value
The research provides fresh insights into how perishable food shelf life parameters and the use of distribution networks within the short supply chain can be taken into consideration when redesigning the storage, packaging and distribution system for food supply chains.
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Keywords
Yu-Ching Chiao, Chun-Ju Huang, Chun-Chien Lin and Tang-Shun Chuang
This study aims to examine conditions in both inter- and intra-alliance contexts within an oligopolistic alliance industry operating across multiple markets. It focuses on how a…
Abstract
Purpose
This study aims to examine conditions in both inter- and intra-alliance contexts within an oligopolistic alliance industry operating across multiple markets. It focuses on how a focal firm’s optimal performance depends on nuanced evaluations of the trade-offs associated with coopetitive synergy, and on decisions about whether to collaborate or compete with its members.
Design/methodology/approach
The authors analyze the six leading global container shipping firms within two major alliances (The Grand Alliance and the New World Alliance) from 2003 to 2010, gathering 7,825 news articles from the Cyber Shipping Guide, a comprehensive global container shipping business database in Japan.
Findings
The findings reveal the following: (1) the focal firm cooperating with members of a rival alliance decreases the level of inter-alliance competition. (2) The focal firm cooperating with members of a rival alliance increases the level of intra-alliance competition. (3) Increased inter-alliance competition negatively impacts the performance of the focal firm. (4) Increased intra-alliance competition negatively impacts the performance of the focal firm.
Practical implications
Global container shipping firms should make optimal decisions about which firms to cooperate with, focusing on those that contribute to the focal firm’s overall synergies and thus performance.
Originality/value
This study contributes to the literature on coopetition in strategic alliances by extending the concept of dynamic coopetition to include strategic alliance groupings, and by examining how focal firm members cooperate in both inter- and intra-alliance contexts.