Exploring customer perceptions toward different service volumes: An integration of means–end chain and balance theories

Online recommenders' anthropomorphism improves user response to hedonic and benefit-based product appeals through the recommenders' perceived ability to learn

Previous studies reveal the limited effectiveness of benefit-based and hedonic-based product recommendations provided by online recommenders, and recommender anthropomorphism is considered a remedy. This paper aims to investigate the positive effect of anthropomorphism by involving the online recommender's perceived ability to learn as a mediator. Based on schema congruity theory, perceived benefit/hedonic appeals appropriateness is considered a dependent variable. In Study 1, subtle anthropomorphic cues within an online recommender had a positive effect on perceived benefit-appeals appropriateness through the perceived ability to learn. Study 2 demonstrated the positive relationship between perceived anthropomorphism and perceived hedonic-appeal appropriateness, with the mediating role of the perceived ability to learn. The results advance the knowledge about consumer response to online recommenders from the perspective of anthropomorphism and schema congruity theory. Marketers and consumer organizations are advised on how to deal with online recommender systems providing benefit and hedonic appeals.

Has passenger satisfaction at airports changed with the onset of COVID-19? The case of Seville Airport (Spain)

The changes that have come about at airports in recent decades in the areas of security, deregulation, and technological advances have affected both airport management and the passenger experience at airport facilities. In addition, all around the world, the airport sector has been struck by the COVID-19 pandemic during 2020 and 2021. Using a broad sample of data taken from Airport Service Quality (ASQ) surveys and robust econometric methodology, specifically, an Ordered Logit model with Principal Component Analysis, this paper seeks to cover the gap in the academic literature regarding the effect of a worldwide pandemic on passenger satisfaction at airports during the 2015-2021 period, while taking into consideration the passenger profile and journey and airport attributes. It takes as its reference a Spanish regional airport, which had been experiencing a strong expansion process prior to the pandemic. With respect to the variables linked to the passenger profile, a differential behavior is observed in satisfaction depending on nationality, motive for travel, and destination. In addition, the four facility- and airport process-related dimensions are significant, with cleanliness and comfort standing out above all others. These are even more important in a health emergency scenario such as is currently being experienced. Lastly, 2021 is shown to cause a downturn in the positive passenger satisfaction with the airport that had been observed during the first year of the pandemic. Therefore, more long-term management is required alongside the initial rapid and efficient action taken by airports, with up-to-date information for passengers to internalize the inconveniences associated with this long-drawn-out period of uncertainty.

How Do Consumers' Food Values across Countries Lead to Changes in the Strategy of Food Supply-Chain Management?

Although one of the main goals of supply-chain management is to maximize consumer values, the research to date has mainly focused on the supply side. In the case of the food industry, understanding consumer needs and maximizing its utility are essential. In this study, we analyze consumers’ 12 meta-values (e.g., safety, taste, health, price, environment, etc.), then suggest the strategy of food cold-chain management satisfying consumers’ perception. We focused on consumers from three countries in Asia: Korea, China, and Japan. The survey was conducted with over 1000 consumers in those three countries, and a random parameter logit model was utilized to determine the importance of each food value that could affect consumers’ food choice. Similarities and differences were both found in share of preference of each food value across countries. While safety is one of the top three values in all three countries, naturalness and nutritional value ranked among the top three only in China. To propose the consumer-centric strategy of food cold-chain management, we investigated the relationship between each food value and each node of supply chain based on the big data analysis. It shows that consumers prefer when the entire supply chain is managed where each node is organically connected with each other instead of individual nodes being managed separately. Further, strategies for food cold-chain management should be developed differently by country, incorporating differences of consumers’ preferences on food value. These results would motivate governments and companies related to food cold chain to reconsider their marketing strategies on the import and export food market.

Analyzing Older Adults' Perceived Values of Using Smart Bracelets by Means-End Chain

To cope with the demands for medical care in an aging society, smart healthcare wearable devices that can measure physiological signals are being regarded as the primary tools in medical care programs, allowing the users to acquire basic health data. Although the smart healthcare wearable devices could be applied to disease management and prevention that could help older adults control their health, older adults must be willing and able to use and continue to use them. In this research, interviews conducted through means–end chain (MEC) and laddering were used to guide the older adults step-by-step by explaining abstract ideas and emphasizing value in their perceptions of specific attributes. A “hierarchical value map” was further constructed to confirm the perceived value of smart healthcare wearable devices to older adults. The research results showed that, in terms of attribute functions, seniors believed that smart bracelets in mobile health devices should have the attributes of safe use, real-time information feedback, correct data, comfortable wear, and clear screen. In terms of consequent benefits, older adults can use smart bracelets in mobile health devices to gain benefits in learning about smart products, understanding technology applications, increasing health awareness and relaxation, and satisfying curiosity. In terms of value goals, older adults want to achieve the value goals of a sense of social belonging, improved quality of life, and healthier bodies. Health is the most important thing for older adults, but previous research has often focused on the use of equipment for physical examinations; relatively few studies have allowed older adults to experience the equipment personally. The device can provide the ultimate value of long-term health promotion for older adults.