The Impact of Customer Loyalty and Restaurant Sanitation Grades on Revisit Intention and the Importance of Narrative Information: The Case of New York Restaurant Sanitation Grading System

Autor:	Anna S. Mattila, Hyunjoo Yang, Min Gyung Kim
Rok vydání:	2017
Předmět:	Sanitation Tourism Leisure and Hospitality Management 0502 economics and business 05 social sciences Information processing Grade system 050211 marketing Narrative Advertising Business Marketing 050212 sport leisure & tourism Loyalty business model
Zdroj:	Cornell Hospitality Quarterly. 59:275-284
ISSN:	1938-9663 1938-9655
Popis:	New York City launched a restaurant sanitation letter grade system in 2010. We evaluate the impact of customer loyalty on restaurant revisit intentions after exposure to a sanitation grade alone, and after exposure to a sanitation grade plus narrative information about sanitation violations (e.g., presence of rats). We use a 2 (loyalty: high or low) × 4 (sanitation grade: A, B, C, or pending) between-subjects full factorial design to test the hypotheses using data from 547 participants recruited from Amazon MTurk who reside in the New York City area. Our study yields three findings. First, loyal customers exhibit higher intentions to revisit restaurants than non-loyal customers, regardless of sanitation letter grades. Second, the difference in revisit intentions between loyal and non-loyal customers is higher when sanitation grades are poorer. Finally, loyal customers are less sensitive to narrative information about sanitation violations.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::47dec836fce44257e6f10a59dc6b143b https://doi.org/10.1177/1938965517744075 Zobrazit plný text záznamu