Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. (January 2019)

• Record Type: Journal Article
• Authors: Kim, Seoyoung; Ham, Sunny; Moon, Hyeyoung; Chua, Bee-Lia; Han, Heesup
• Is Part Of: International journal of hospitality management. Volume 77(2019)
• Page Start: 169
• Page End: 177
• Publication Date: 2019-01
• Subjects: Grocerants -- Experience -- Brand prestige -- Value -- Loyalty -- Restaurants; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2018.06.026
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: We investigated grocerant patrons' behavior. This research introduced an integrative theoretical framework of customer loyalty for grocerants. The intricate associations among experiences, brand prestige, perceived value, and loyalty were examined. Abstract: The food service industry has already observed that a merely good quality of products/services cannot make a business successful and has emphasized the importance of delivering unique and memorable experiences. Grocerants meet customer demand by filling the roles of grocery stores and restaurants, while offering novel and special experiences to customers. This study explores the unique experiences staged in grocerants by applying the experience economy and associates such experiences to brand prestige, customer perceived value, and loyalty. Data was collected at grocerants in Korea, using a mall-intercept survey. Our results identify the positive effects of entertainment and escapist experiences on brand prestige which significantly triggers functional, hedonic, social, and financial values. The three values (functional, hedonic, and financial) also affect loyalty. Overall, the proposed theoretical framework sufficiently accounts for customer loyalty. This study was the first attempt to investigate grocerant patrons' behaviors and thus includes a high degree of originality.