Mikyoung Kong and Giri Jogaratnam
The purpose of the study is to explore and compare customer perceptions of service encounter behavior in the USA and the Republic of Korea and to identify the relationship of the…
Abstract
Purpose
The purpose of the study is to explore and compare customer perceptions of service encounter behavior in the USA and the Republic of Korea and to identify the relationship of the underlying behavioral dimensions to customer satisfaction.
Design/methodology/approach
A questionnaire was designed to collect data in the USA and Korea. Exploratory factor analysis was employed to extract the most distinct set of behavioral dimensions underlying each culture. Predictive validity was examined using correlations and regression analysis.
Findings
Key differences were found between US and Korean restaurant customers' perceptions of wait‐staff behavior and their impact on performance. While personalization was a significant predictor of satisfaction in the US sample, concern was a significant predictor for the Koreans. Courtesy and civility were important to both samples.
Practical implications
Customer satisfaction is strongly influenced by employee behavior. To ensure success in international markets, service providers should recognize and understand the differences that potentially exist based on nationality and culture. Resources allocation decisions pertaining to training and service provision should be designed to effectively respond to local customer needs.
Originality/value
Previous research seeking to explain customer satisfaction has for the most part overlooked the interaction between the customer and the service provider. This research extends previous work by examining cross‐cultural differences and intends to provide a better understanding of restaurant customers in the USA and Korea, as well as to enable restaurant operators and managers to better service their clientele in the global marketplace.
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Mollika Ghosh and ABM Shahidul Islam
The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in…
Abstract
Purpose
The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.
Design/methodology/approach
This research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.
Findings
Based on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.
Research limitations/implications
This research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing “Homefluencer's Endorsement Model for Purchase Intention” (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects “change-of-persuasion meaning” on Instagram and Facebook, where research is rare.
Practical implications
This research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.
Originality/value
The authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.