Hyejo Hailey Shin, Miyoung Jeong, Natalia Zapata-Cuervo, Maricela Isabel Montes Guerra, Mi-Hea Cho and Yensoon Kim
This study aims to investigate how customers’ perceived risks of sharing economy (SE) affect their self-protective behaviors when using SE, leading to their future behavioral…
Abstract
Purpose
This study aims to investigate how customers’ perceived risks of sharing economy (SE) affect their self-protective behaviors when using SE, leading to their future behavioral intention. Additionally, this study looks into whether there are any differences between accommodation-sharing and ride-sharing customers in the aforementioned relationships.
Design/methodology/approach
An online survey targeting two groups of SE customers (i.e. accommodation sharing and ride sharing) was used. Using partial least squares structural equation modeling, the mechanism of how SE customers’ perceived risks of SE affect their self-protective behaviors, which in turn influence their future behavior intention. A multigroup analysis was performed to assess the difference between the two groups of SE customers. Finally, a multivariate analysis of variance (MANOVA) was conducted to see the potential differences between the five classifications of self-protective behaviors in their perceived risks.
Findings
SE customers’ psychological risks positively affected their hygiene protective behaviors and social protective behaviors, influencing their behavior intention and relative intention (compared with traditional services). Social risk had a negative impact on SE customers’ hygiene protective behaviors. There was a significant difference between accommodation sharing and ride sharing customers in their psychological mechanism of how perceived risks influence their self-protective behaviors.
Practical implications
The findings of this study help SE platforms and service providers better understand their customers’ perceived risks of their services and suggest them to promote their customers’ self-protective behaviors so that perceived risks can be mitigated, thereby generating strong behavior intentions. As the results indicated that there is a significant difference between the two major forms of SE (i.e. accommodation sharing and ride sharing) in their customers’ perceived risks and self-protective behavior, SE platforms can further refine their operational and marketing efforts based on the findings.
Originality/value
This study offers a comprehensive understanding of SE customers’ self-protective behaviors by examining the effects of SE customers’ different perceived risks on their self-protective behaviors during the unprecedented pandemic. Furthermore, the comparison of the two most popular forms of SE (i.e. accommodation sharing and ride sharing) provides new perspectives to understand customers’ behavior in the SE context.
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Nak Hwan Choi and Yen‐Soon Kim
Cheerful emotions are associated with achievement goals and quiescence emotions are associated with protection goals. The compatibility between consumer's goal orientation and the…
Abstract
Purpose
Cheerful emotions are associated with achievement goals and quiescence emotions are associated with protection goals. The compatibility between consumer's goal orientation and the types of emotions can be extended to linking the types of emotions with the types of the product attributes used in advertisement. Previous studies have kept silent about the roles of differences between types of feelings induced from different advertisements on evaluating target advertised. The purpose of this paper is to explore the different effects of emotions triggered by the advertising information on evaluating the target.
Design/methodology/approach
Restaurant attributes were classified into hedonic and performance and reliability attributes. In total, three types of scenarios and advertisements were developed to induce the specific affect and 165 undergraduate students were assigned to one of three groups, each group consisting of 55 participants. Different scenarios and advertisements were provided to different group members and participants filled out the questionnaire. ANOVA was used to verify differences of feeling types (cheerful and quiescent) induced from each scenario and advertisement. Multiple regression analysis was used to verify the effects of feeling types induced from each scenario and advertisement on restaurant evaluations.
Findings
The appeals created by using each attribute induce positive emotions differently between the types of attributes which have a strong influence on restaurant appraisal. That is, the appeal using hedonic and performance attributes helps consumers feel cheerful more than quiescence. In addition, the appeal by using reliability attributes helps consumers feel more quiescence than cheerful. Also the cheerful emotions have more positive influences on restaurant appraisal than quiescence emotions do when appealed by using hedonic and performance attributes. Furthermore, quiescence emotions have more positive influences on restaurant appraisal than cheerful emotions when appealed by using reliability attributes.
Practical implications
It is of great importance for restaurant marketers to induce positive affects useful for customers' evaluation in a competitive environment. This research provides the insights into the roles of specific emotions induced from three types of restaurant attributes on the evaluation. Marketers should examine what types of goals consumers have and make an effort to trigger emotions by carefully using product attribute to be advertised to be consistent with the goals.
Originality/value
The main theoretical contribution of this paper is to extend prior affect‐as‐information researches to the effects of specific feelings compatible with certain types of restaurant attributes on evaluation.
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Nak Hwan Choi and Yen‐Soon Kim
Past researches have not explored the roles of staff's hotel identification on customer‐related behaviors and the relationship between hotel identification inducing factors (trust…
Abstract
Purpose
Past researches have not explored the roles of staff's hotel identification on customer‐related behaviors and the relationship between hotel identification inducing factors (trust in supervisor, job satisfaction, perceived external prestige) and hotel identification. The purpose of this paper is to examine the roles of staff's hotel identification as a mediator of the relationship between hotel identification inducing factors and customer‐related behaviors. Through reviewing the existing literature concerned, the authors propose a research model involving staff's trust in the supervisor, job satisfaction, perceived external prestige, hotel identification, organization citizenship behavior, and customer satisfaction behavior and test it.
Design/methodology/approach
Hotel samples were from the south‐west area of Korea. Questionnaires were given to 250 staff of the hotels and 224 were returned with no problems. The sample was used to purify the measures and test their convergent and discriminant validity. The final measurement model includes 24 items across six constructs. The authors conducted exploratory factor analysis to show that there are convergent validities of measurement items related to each construct, and explored correlations between the constructs and calculated average variance extracted to verify that there are discriminant validities between constructs. LISREL 8.30 was used to verify the hypotheses.
Findings
The results provided evidence that hotel identification plays important mediating roles between them. Identification with the hotel will be strengthened when job satisfaction and trust in the supervisor becomes strong. Trust in the supervisor plays a more important role in forming hotel identification than job satisfaction does. The role of organization citizenship behavior on the customer satisfaction behavior is also explored. Hotel identification affects organization citizenship behavior which in turn positively affects customer satisfaction behavior. But the results do not provide support for a central role of perceived external prestige.
Practical implications
The study gives information to hotel managers who want to encourage customer‐related behaviors that they should induce staff's identification with the hotel by improving the level of trust in the supervisor and job satisfaction.
Originality/value
Little past literature has explored the role of hotel identification as the substance of staff action. This study explored the influence of hotel identification on staff behavior that results in contributing to theoretical development and hotel management.
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Ruth Annette Smith, Andrea White-McNeil and Faizan Ali
The purpose of this paper is to determine the students’ perceptions of an on-campus foodservice operation at an identified historically black college and university (HBCU) and its…
Abstract
Purpose
The purpose of this paper is to determine the students’ perceptions of an on-campus foodservice operation at an identified historically black college and university (HBCU) and its effect on their satisfaction and dining frequency.
Design/methodology/approach
A survey of 685 students was conducted to collect data. Partial least squares based structural equation modeling is used to test the proposed structural model with SmartPLS 3.0.
Findings
Results confirm that quality of food, ambience, value for money, food and beverage options and service quality have a positively significant impact on students’ overall satisfaction with the on-campus foodservice operation and dining frequency. As such, all the hypotheses are supported.
Research limitations/implications
These findings indicate that on-campus foodservice operators should focus on quality of food, ambience, value for money, food and beverage options and service quality to achieve student satisfaction. This in turn could positively impact the institution’s reputation, student retention and the marketability of the institution to future students.
Originality/value
This study would help on-campus foodservice operators to better understand the impact of the various elements of foodservice experience which will lead to students’ overall satisfaction and dining frequency, particularly in a HBCU setting.