Yazar "Hancer, Murat" seçeneğine göre listele

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    Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes
    (Emerald Group Publishing Ltd, 2019) Erkmen, Ezgi; Hancer, Murat
    Purpose The purpose of this study is to examine the role of other customers in explaining customers' relation with a brand. A conceptual model, which incorporates other customers along with atmospherics, food quality and service quality, is proposed to better understand how customers form their brand preference for fine dining restaurants. Design/methodology/approach A quantitative research methodology, using structural equation modeling, was adopted to understand the role of other customers along with other restaurant attributes. Data were collected from the customers of fine dining restaurants resulting in 324 usable surveys. Findings The findings supported the sequential link for: restaurant experience attributes - brand relationship and brand preference. While all restaurant attributes except other customers explain the satisfaction of customers, only service quality and other customers played a significant role in forming the brand image in the minds of restaurant guests. Overall, this study acknowledged the importance of both other customers and employees in fine dining restaurants' branding. Research limitations/implications The results suggest that customers in servicescape have a significant role in creating a successful brand image for restaurants. Moreover, service quality is also key to achieve a unique image, thereby suggesting that employees could be a source of differentiation and competitive advantage by managing their brand related behaviors. Originality/value This research was one of the first to study the role of other customers in restaurant service experience along with other attributes to assess customers' brand relation and brand preference for fine dining restaurants.
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    Creating Value for Restaurant Customer: The Role of Other Customers in Dining Experience
    (Springer International Publishing Ag, 2018) Erkmen, Ezgi; Hancer, Murat
    The purpose of this chapter is to understand the different roles of different dining experience attributes in creating value for restaurant customers. This research is one of the first study to examine the role of other customers as a part of dining experience along with other restaurant satisfaction attributes to better understand value creation in restaurant industry. A conceptual model is proposed and tested to investigate the different effects of restaurant attributes on creating value as well as behavioral intentions by adopting multidimensional conceptualization of consumer perceived value. A quantitative research design performing structural equation modeling is used to test series of linear relations between study constructs. Data were collected from customers of a restaurant group, which operates different restaurant brands in Istanbul. The findings supported the sequential link of restaurant attributes-customer value and behavioral intentions. The results also identify other customers as being part of dining experience in creating value. Moreover, this chapter also confirms that different restaurant attributes satisfy different needs of restaurant guests in creating overall perceived value and affecting future behavioral intentions.
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    HOW INTERNAL BRANDING PROCESS REALLY PAYS OFF THROUGH BRAND TRUST
    (Cognizant Communication Corp, 2017) Erkmen, Ezgi; Hancer, Murat; Leong, Jerrold K.
    Internal branding is gaining importance for services to manage brand-related attitudes and behaviors of service employees. Although service branding literature points out employees' brand commitment as the key for internal branding activities to influence their brand supporting behaviors, previous studies neglect the role of brand trust to explain both commitment and brand-related behaviors of employees. Therefore, the present study mainly aims to investigate the effect of brand trust for the relationship between internal branding and brand citizenship behaviors of employees. Data were collected from airline customer contact employees and structural equation modeling was used to test the proposed relations. The results suggest that brand trust has a significant effect on brand citizenship behaviors as well as mediates the effect of internal branding activities on brand commitment of airline employees. Managerial implications are provided for internal branding in services and further research topics are suggested.