کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1009280 1482488 2015 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Ethnic dining: Need to belong, need to be unique, and menu offering
ترجمه فارسی عنوان
غذای قومی: نیاز به تعلق، نیاز به منحصر به فرد و ارائه منو
کلمات کلیدی
غذای قومی، ارائه منو، سایر مشتریان، نیاز به تعلق دارد، نیاز به منحصر به فرد است رضایت مشتری
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
چکیده انگلیسی

Many ethnic restaurants “Americanize” their menus to cater to mainstream American customers’ palate; on the other hand, they offer a “secret” (more authentic) menu to their original, ethnic customers. Inspired by consumer online reviews reflecting “secret menus” in ethnic restaurants, this research examines the joint impact of offering an authentic menu and the presence of other customers on customer satisfaction. Results from this study show that mainstream American customers’ satisfaction decreases when an authentic menu is not offered. The moderated mediation analysis further demonstrates that authentic menu offering influences satisfaction through the activation of two distinct psychological motivations, depending on the ethnic composition of other customers. Specifically, being surrounded by Asian (Caucasian) customers activates the need to belong (need to be unique) when an authentic menu is not offered. Such heightened psychological needs consequently lead to declines in customer satisfaction. Theoretical and managerial implications are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 49, August 2015, Pages 1–7
نویسندگان
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