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Service Business
Erschienen in: Service Business 2/2019

18.09.2018 | Empirical article

Building corporate reputation, overcoming consumer skepticism, and establishing trust: choosing the right message types and social causes in the restaurant industry

verfasst von: Dae-Young Kim, Sung-Bum Kim, Kathleen Jeehyae Kim

Erschienen in: Service Business | Ausgabe 2/2019

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Abstract

This study aims to examine the effects of message type and adoption of various social-cause categories on consumers’ reactions in building trust, reducing consumer skepticism, and bolstering corporate reputations within the restaurant and foodservice industries. A 2 (type of message: a text-only message versus one with text and visuals) × 4 (types of social causes: health, human services, animal welfare, and environmental concern) between-subjects experimental design was employed. The sample involved 433 U.S. adult consumers who volunteered to take a survey. Participants responded with the lowest levels of skepticism, the highest levels of trust, and the greatest respect for corporate reputation when the messages they viewed included visuals to go along with the message text. No differences were found among the four types of social causes with regard to participants’ responses, except for perceived trust. We also found interaction effects on participants’ responses regarding the relationships between types of messages and social-cause categories.
Vorheriger Artikel Test of an integrative model of travel-related social media users’ switching intentions
Nächster Artikel Effects of key value co-creation elements in the healthcare system: focusing on technology applications

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Metadaten
Titel
Building corporate reputation, overcoming consumer skepticism, and establishing trust: choosing the right message types and social causes in the restaurant industry
verfasst von
Dae-Young Kim
Sung-Bum Kim
Kathleen Jeehyae Kim
Publikationsdatum
18.09.2018
Verlag
Springer Berlin Heidelberg
Erschienen in
Service Business / Ausgabe 2/2019
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-018-0386-5

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