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Consequences of similarity to other customers in restaurant industry
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Abbas SANGI NOUR POUR   |
| Assistant Professor, Department of Business Administration, Bonab Branch, Islamic Azad University, Bonab, Iran , abbas.sangi@bonabiau.ac.ir |
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Abstract: (50 Views) |
The purpose of this study is investigating the role of perceived similarity to other customers on customer experience. Based on research process onion, the study has applied orientation, deductive approach, survey strategy, mono method choice, and cross-sectional time horizon. A questionnaire-based survey collected data from 121 customers of luxury restaurants by judgmental sampling in northwest of Iran. The data analyzed and the model validated using structural equation modelling and LISREL 8.80. The positive and significant effect of perceived similarity on self-image congruence and self-brand congruence, self-image congruence on self-brand congruence, and self-brand congruence on customer experience supported. In addition, the mediating role of self-brand congruence between self-image congruence and customer experience supported. However, the positive effect of self-image congruence on customer experience, and the mediating role of self-image congruence between perceived similarity and customer experience did not support. The contribution of this study is the development of an integrated framework, which give some suggestion to managers and future researcher.
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Article number: 17 |
| Keywords: perceived similarity to other customers, self-image congruence, self-brand congruence, customer experience, restaurant industry. |
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Full-Text [PDF 926 kb]
(20 Downloads)
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Article type: Research |
Subject:
Special
Received: 2022/08/26 | Accepted: 2022/11/17 | Published: 2022/12/1
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