Browsing by Author "Chinelato, Flavia Braga"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
- Do satisfied customers recommend restaurants? the moderating effect of engagement on social networks on the relationship between satisfaction and eWOMPublication . Chinelato, Flavia Braga; Oliveira, Alessandro Silva de; Souki, GustavoPurposeAcademics and managers scour to understand which perceived quality factors are paramount to consumers during their restaurant experiences and how they influence their emotions, satisfaction, propensity to loyalty and electronic word-of-mouth (eWOM). However, previous studies are divergent regarding the impacts of satisfaction on eWOM. This survey aims to (a) investigate the impacts of perceived quality by restaurant consumers on positive emotions, negative emotions and satisfaction; (b) verify the impacts of satisfaction on the propensity to loyalty and eWOM; (c) test whether the consumers' behavioural engagement in the SNS (CBE-SNS) moderates the relationship between satisfaction and eWOM.Design/methodology/approachThis survey included 416 university students in Peru who completed an electronic form about their experiences at a la carte restaurants. PLS-SEM tested the hypothetical model based on S-O-R Theory (Mehrabian and Russell, 1974).FindingsThe perceived quality by consumers regarding their restaurant experiences positively impacts satisfaction and positive emotions and negatively affects negative emotions. Satisfaction strongly influences the propensity to loyalty but weakly the eWOM. The CBE-SNS moderates the intensity of the relationship between satisfaction and eWOM.Originality/valueThis study is the first to concomitantly test the relationships between perceived quality, positive and negative emotions, satisfaction, the propensity to loyalty, e-WOM and CBE-SNS. Consumer engagement moderates the relationship between satisfaction and eWOM. Accordingly, to stimulate positive eWOM, restaurants must provide their customers with experiences with high perceived quality, impacting their satisfaction, emotions and propensity for loyalty, and developing strategies to increase CBE-SNS.
- Sharing is entertaining: the impact of consumer values on video sharing and brand equityPublication . Souki, Gustavo; Chinelato, Flavia Braga; Gonçalves Filho, CidPurpose The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity. Design/methodology/approach A survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey ' s hypothetical model. Findings The entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity. Practical implications Entertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs. Originality/value This research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.