کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1010359 | 1482527 | 2007 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Restaurant membership fee and customer choice: The effects of sunk cost and feelings of regret
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
استراتژی و مدیریت استراتژیک
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چکیده انگلیسی
Membership marketing is highly prevalent in today's restaurant industry. The purpose of the study was to examine the joint effects of membership fees and competition on customer choice, willingness to join other programs and feelings of regret in a restaurant setting. Using a 2×2×22×2×2 experimental design, the study found that the effect of sunk cost and mental accounting do exist. Moreover, high levels of regret were detected when a higher membership fee was paid and when the competition provided superior service or a lower membership fee. However, when the membership fee was low, customers were more reluctant to go to another restaurant that offered a membership program. Marketing implications for restaurateurs are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 26, Issue 3, September 2007, Pages 687–697
Journal: International Journal of Hospitality Management - Volume 26, Issue 3, September 2007, Pages 687–697
نویسندگان
Dongsuk Jang, Anna S. Mattila, Billy Bai,