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Well-being perception and lovemarks formation through experiential value in the context of the eco-friendly restaurant

Seon Hee Kim (Department of Culinary and Foodservice Management, Sejong University, Seoul, Republic of Korea)
Do Hyun Jeon (Department of Hotel Culinary, Seoyeong University, Gwangju, Republic of Korea)
Hyeon Mo Jeon (Department of Hotel, Tourism, and Foodservice Management, Dongguk University - Gyeongju Campus, Gyeongju, Republic of Korea)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 June 2021

Issue publication date: 2 November 2021

903

Abstract

Purpose

The purpose of this study is to provide useful data for setting up eco-friendly restaurant (EFR) marketing strategies by analyzing experiential value and well-being perception, lovemarks and behavior intention, before presenting practical proposals.

Design/methodology/approach

The data used in this study were based on a sample of 300 customers at “Seasonal Dining Table” in South Korea. Data were analyzed using confirmatory factor analysis and structural equation modeling.

Findings

As a result of the study, playfulness showed the greatest influence on well-being perception, followed by service excellent, aesthetics and efficiency. In addition, well-being perception was found to have a positive effect on brand love and brand respect. Finally, the role of experiential value, well-being perception and lovemarks as the determinants factors to increase the customer's behavioral intention toward EFR was confirmed.

Practical implications

The present research informed that effectively dealing with four constituents of experiential value (efficiency, service excellence, aesthetic and playfulness) are of utmost importance in building customers' well-being perception. In addition, customers' well-being perception and lovemarks should be improved to boost the level of behavior intention for EFR.

Originality/value

This is the first study to examine experiential value, well-being perception, lovemarks and behavior intention in the context of restaurants. In particular, it is differentiated from previous foodservice studies by examining the relationship between experiential value and well-being perception.

Keywords

Acknowledgements

No external funding was received for this work.Conflicts of interest: The authors declare no conflict of interest.

Citation

Kim, S.H., Jeon, D.H. and Jeon, H.M. (2021), "Well-being perception and lovemarks formation through experiential value in the context of the eco-friendly restaurant", British Food Journal, Vol. 123 No. 12, pp. 4264-4283. https://doi.org/10.1108/BFJ-02-2021-0136

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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