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The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT

Author

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  • Se Ran Yoo

    (Department of Foodservice Management, Kyung Hee University, Seoul 02447, Korea)

  • Suk Won Lee

    (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju 38066, Korea)

  • Hyeon Mo Jeon

    (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju 38066, Korea)

Abstract

This study proposes a research model in which food healthiness is considered in addition to the five strategic experiential modules (sense, feel, think, act, and relate) to test the antecedent variables that may enhance customer value and intention to revisit grocerants. For the empirical analysis, consumers with experience of using seven Korean grocerants were surveyed. Grocerant experience and food healthiness were found to be associated with hedonic and utilitarian values and these values were shown to have a significant effect on revisit intention. This study differentiates itself from earlier studies of consumer experience in the foodservice industry that ignore the importance of food healthiness. The presented research model shows the importance of the roles played by food healthiness and the five strategic experiential modules in enhancing customers’ value perception and intention to revisit grocerants. The theoretical framework proposed and tested in the research model of this study is thus expected to serve as the basis for future research on experiential marketing in the foodservice industry.

Suggested Citation

  • Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:6:p:2359-:d:333791
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    References listed on IDEAS

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    Cited by:

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    2. Hyeon Mo Jeon & Se Ran Yoo & Seon Hee Kim, 2020. "The Relationships among Experience, Delight, and Recollection for Revisit Intention in Chocolate Exposition," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    3. Hyeon Jo & Youngsok Bang, 2024. "From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    4. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    5. Jun-Ho Bae & Hyeon-Mo Jeon, 2022. "Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    6. Ha-Won Jang & Meehee Cho, 2022. "Application of the Constraint Negotiation Theory to the Plant-Based Meat Alternatives Food Service Business: An Exploration of Perceived Value and Negotiation–Constraint–Visit Intention Relationships," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    7. Hyeon Mo Jeon & Se Ran Yoo, 2021. "The relationship between brand experience and consumer-based brand equity in grocerants," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 369-389, June.
    8. Hafiz Wasim Akram & Samreen Akhtar & Alam Ahmad & Imran Anwar & Mohammad Ali Bait Ali Sulaiman, 2023. "Developing a Conceptual Framework Model for Effective Perishable Food Cold-Supply-Chain Management Based on Structured Literature Review," Sustainability, MDPI, vol. 15(6), pages 1-28, March.
    9. Nesrine Khazami & Zoltan Lakner, 2021. "Influence of Experiential Consumption and Social Environment of Local Tourists on the Intention to Revisit Tunisian Guesthouses: Mediating Role of Involvement in the Experience," Sustainability, MDPI, vol. 13(12), pages 1-23, June.

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