Customer experience management strategies in upscale restaurants: Lessons from the Covid-19 pandemic

Bonfanti, Angelo; Vigolo, Vania; Yfantidou, Georgıa; Gutuleac, Rada

doi:10.1016/j.ijhm.2022.103416

Cited by 23 publications

(18 citation statements)

References 88 publications

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“…We claim that customer engagement in interactions is a crucial touchpoint in the customer journey and enables hospitality firms to maximize customers’ perceived value, leading to MCEs. Therefore, we contribute to the literature on MCEs and customer experience frameworks by identifying perceived coolness and customer engagement as two crucial factors that create MCEs (Bonfanti et al , 2023; Rahimian et al , 2021).…”

Section: Discussion Implications and Conclusionmentioning

confidence: 99%

Can perceived coolness enhance memorable customer experience? The role of customer engagement

Tsaur

Teng

Han

et al. 2023

IJCHM

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Purpose Memorable customer experience (MCE) is a key factor affecting customer loyalty and revisit intention. Hospitality managers must identify factors that create MCEs. This study aims to investigate relationships among perceived coolness, customer engagement and MCE and examine the mediation effect of customer engagement. Design/methodology/approach Two samples of 434 restaurant customers and 372 hotel customers in Taiwan returned questionnaires. Hypotheses were examined by structural equation modeling. Findings The results demonstrated that perceived coolness positively affected customer engagement and MCE and that customer engagement positively affected MCE. Furthermore, customer engagement mediated the relationship between perceived coolness and MCE. Research limitations/implications This study is cross-sectional, which limits causal inference. Furthermore, this study only investigated customers of Taiwanese restaurants and hotels, and the findings may not be generalizable to other industries and countries. Originality/value This study contributes to the MCE knowledge in hospitality by elucidating the association among perceived coolness, customer engagement and MCE. The findings can aid hospitality managers in developing marketing strategies, fostering customer engagement and creating MCEs.

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Section: Discussion Implications and Conclusionmentioning

confidence: 99%

Can perceived coolness enhance memorable customer experience? The role of customer engagement

Tsaur

Teng

Han

et al. 2023

IJCHM

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“…This makes it possible for companies, like SMEs, to offer products and services that give customers experiences they value. As a result, this helps to Metaverse marketing into strategic agility create a dynamic method of managing the customer experience, which influences the capacity for SA of businesses like SMEs (Bonfanti et al, 2023). In light of the foregoing literature assessment, this study proposes that:…”

Section: Moderating Role Of Managerial Capabilities On the Relationsh...mentioning

confidence: 99%

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

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“…Second, the COVID-19 pandemic created lasting changes in how customers view the physical environment, creating a need for refreshed understandings of customers’ needs to support the identification of new opportunities in the services marketplace (Russell-Bennett and Rosenbaum, 2022). Many service industries which were unable to offer a full customer experience during the COVID-19 lockdown restrictions have noticed a change in what customers value pre- and post-COVID-19 (Bonfanti et al , 2023), such as opportunities for social interaction and recreational experiences (Vilnai-Yavetz et al , 2022).…”

Section: Rationale For Exploring the Effect Of The Physical Context O...mentioning

confidence: 99%

Guest Editorial: Investigating the effect of the physical context on customer experience

Bruce

Krolikowska

Rooney

2023

JSM

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Purpose This editorial introduces a special issue of the Journal of Services Marketing, dedicated to papers discussing the effect of the physical context on customer experience. This study aims to identify diverse areas of extant knowledge, upon which researchers might draw when investigating the effect of the physical context on customer experience, to inform future research agendas. Design/methodology/approach Drawing on available literature, the authors argue that, as prior studies in diverse scholarly fields have explored the physical context, these bodies of knowledge may offer theories and constructs that meaningfully inform explorations of the effect of the physical context on customer experience. Findings The authors identify five marketing subdisciplines and six nonmarketing disciplines, each offering theories, constructs and perspectives which researchers might draw upon in future studies of the effects of the physical context on customer experience. Originality/value The authors develop a novel map which depicts the field of study of the effects of the physical context on customer experience, which scholars might use to inform future research design. In addition, the authors suggest several directions for future research.

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Customer experience management strategies in upscale restaurants: Lessons from the Covid-19 pandemic

Cited by 23 publications

References 88 publications

Can perceived coolness enhance memorable customer experience? The role of customer engagement

Can perceived coolness enhance memorable customer experience? The role of customer engagement

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Guest Editorial: Investigating the effect of the physical context on customer experience

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