Towards constructing the meaning of “aggressive hospitality”

Sorokina, Ekaterina; Wang, Youcheng; Cobos, Liza

doi:10.1080/10548408.2018.1470595

Cited by 4 publications

(1 citation statement)

References 46 publications

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“…It is important to note that these recommendations should be implemented gradually and naturally, bearing in mind the dangers of “staged authenticity” (MacCannell, 1973). Firms typically present culture as a product for sale; but if, in taking steps to “stage” authenticity for customers as if it were genuine, an aspect of the culture or history is distorted, then the true essence of authenticity is lost (Sorokina et al , 2018). According to some studies, this staging is perceived by customers as fake, leading them to feel manipulated (Sorokina et al , 2018); and, far from generating CBBE, this kind of “authenticity” generates negative, unfavorable attitudes toward the restaurant.…”

Section: Implications and Limitationsmentioning

confidence: 99%

Formation of customer-based brand equity via authenticity

Rodríguez-López

Barrio‐García

Alcántara‐Pilar

2020

IJCHM

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Purpose This study aims to examine the extent to which customers’ perceptions of restaurant authenticity facilitate the establishment’s customer-based brand equity (CBBE) – both directly and indirectly – via customer satisfaction. The study also analyzes whether restaurant type moderates the antecedent relationships of CBBE formation. Design/methodology/approach Two restaurants of different types were selected for the study: a mid-scale and a moderate/casual restaurant. Based on a final total sample of 402 customers of both restaurant types, a moderated mediation regression model was used. Findings It was found that the level of authenticity perceived by the restaurant visitor during the gastronomic experience is an antecedent of restaurant brand equity formation, both directly and indirectly, via customer satisfaction. Furthermore, these antecedent relationships were found to be partially moderated by restaurant type. Research limitations/implications Only two restaurants were used for the study. This study could be replicated by comparing other types of restaurants with differentiated characteristics to test whether the results obtained for these two types can be extrapolated to the rest. Originality/value There is no empirical evidence in the literature regarding the possible moderating effect of restaurant type on brand equity formation, so the particular note is the simultaneous application of CBBE measurement to the analysis of two different types of restaurant and the differences in their brand equity formation. On the other hand, there are few studies that use moderated mediation regression analysis as a methodological technique in the field of restaurants, so this is an interesting methodological contribution.

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Section: Implications and Limitationsmentioning

confidence: 99%