Kimberly Severt

Applying customer equity to the convention industry

Purpose – The purpose of this study is to determine the value a convention center provides its customers, the brand the center offers, and the importance of the customer/business relationship. Value, brand, and relationship equity (RE) are components of customer equity (CE).Design/methodology/approach – Interviews were conducted with meeting planners related to their experiences with top‐tier convention centers in the USA.Findings – Meeting planners confirmed value equity (VE) as the most important in the customer to business exchange. RE followed with brand equity (BE) as the least important of the three. Meeting planners identified the sub‐drivers of VE as location, quality and price received from the convention center. BE sub‐drivers included: reputation and the awareness of the convention center. RE sub‐drivers included: the interactions, responsiveness, and special treatment received from the convention center personnel. A CE model is presented.Practical implications – The application of the CE model...

A comparison of motivators and inhibitors for association meeting attendance for three generational cohorts.

This study is the first to examine the similarities and differences in what motivates and inhibits meeting attendance within generational groups. Three generational cohorts were identified as the older Generation Xers, the younger Baby Boomers, and the older Baby Boomers. The members of four professional associations were surveyed. The results suggest that motivations and inhibitors to conference attendance by all three cohorts were relatively similar, contradicting some literature depicting specific differences between generations.

Consumers’ Willingness to Patronize Locally Sourced Restaurants: The Impact of Environmental Concern, Environmental Knowledge, and Ecological Behavior

ABSTRACT The purpose of the study was to examine the effects of three environmental triggers, environmental knowledge, environmental concern, and ecological behavior, on consumer’s willingness to visit a locally sourced restaurant. Such triggers were expected to influence the target population’s intention to visit locally sourced restaurants. The target population was actual and potential restaurant customers in the United States who are 18 years of age or older. Data were collected using an online survey with a self-administered questionnaire. A total of 423 responses were retained and analyzed by using a two-step approach of structural equation modeling. The study results indicated that while environmental knowledge and environmental concern positively influence attitude toward visiting a locally sourced restaurant, ecological behavior does not. Theoretical and managerial implications are discussed.

College Students Must Overcome Barriers to Use Calorie Labels in Fast-Food Restaurants

OBJECTIVE To explore predictors of intention of college students to use calorie labels on fast-food menus and differences in calories ordered after viewing calorie information. DESIGN Quasi-experimental design. Participants selected a meal from a menu without calorie labels, selected a meal from the same menu with calorie labels, and completed a survey that assessed demographics, dietary habits, Theory of Planned Behavior constructs, and potential barriers to use of calorie labeling. SETTING A southern university. PARTICIPANTS Undergraduate university students (n = 97). MAIN OUTCOME MEASURES Predictors of intention to use calorie labels and whether calories selected from the nonlabeled menu differed from the labeled menu. ANALYSIS Confirmatory factor analysis, exploratory factor analysis, multiple regression, and paired t tests. RESULTS Participants ordered significantly fewer calories (P = .02) when selecting from the labeled menu vs the menu without labels. Attitudes (P = .006), subjective norms (P < .001), and perceived behavioral control (P = .01) predicted intention to use calorie information but did not predict a difference in the calories ordered. Hunger (P = .03) and cost (P = .04) were barriers to using the calorie information. CONCLUSIONS AND IMPLICATIONS If students can overcome barriers, calorie labeling could provide information that college students need to select lower-calorie items at fast-food restaurants.

Information communication technologies: usages and preferences of generation Y students and meeting professionals.

Researchers have been investigating the meeting and convention industry for many years. Recently, attention has been given to the attitudes and perceptions of stakeholders who represent the different generations. Generations’ views on information communication technology, in particular, are now of interest to academics and industry practitioners. The present study considers the preferences and usages of information communication technologies by Generation Y students and meeting professionals. Data analysis included descriptive statistics and logistic regression. Findings confirm similarities and differences between the groups.

Building association attendance: differences between chapter, regional and annual meetings from the perception of the association members.

The objective of this study was to identify meeting patterns and trends related to chapter, regional, and/or annual conference attendance. Factors likely to increase attendance, attendance trends over a 5-year period, recommendations by association members, and the preferred mode of delivery were identified. Results will assist meeting planners in providing maximum benefits to association members and to potentially increase attendance at each conference level.

Show Managers´Perceptions of Customer Equity in the Convention Industry

Using relevant marketing and convention literature as justification, this study explores and further defines customer equity factors in a business‐to‐business context (i.e., the show manager to a convention center) from the show managers perspective. A factor analysis revealed that relationship equity explained more of the variance in the data, followed by value equity and then brand equity. Nine factors (five were classified as value, three as brand, and one as relationship) were revealed and then further used to identify any dominant drivers of customer equity considering intention to rebook by the show manager. The study results further supported location as the primary driver for intention to rebook with personal connection, ease in booking process, and easy move in and move out noted as important drivers to rebooking. From the convention center and show manager viewpoint, this output can be used to better define and hence enhance the value strategy, brand strategy, and relationship strategy offered to show managers by convention centers. For researchers, the study indicates some direct avenues for future research (e.g., further refinement the scales of brand, value, and relationship equity for the convention industry).

Locally Sourced Restaurant: Consumers Willingness to Pay

ABSTRACT This study tested (1) the theory of planned behavior to identify factors influencing customers’ willingness to pay more when visiting a locally sourced restaurant, and (2) assesses the effect of health consciousness and community attachment on willingness to pay more through attitude, subjective norms, and perceived behavioral control in visiting a locally sourced restaurant. A total of 423 responses were analyzed using a two-step approach of structural equation modeling. The findings indicated that health consciousness and community attachment positively influences attitude, subjective norm, and perceived behavioral control in visiting a locally sourced restaurant, which ultimately influence willingness to pay more.

An Examination of Locally Sourced Restaurant Patronage Intention

ABSTRACT This study proposed a comprehensive model to explain how electronic word-of-mouth (eWOM) and environmental concern influence on customers’ intention to visit a locally sourced restaurant. The proposed research model was built upon the model of goal-direct behavior (MGB) and extended by incorporating eWOM and environmental concern. The results indicated that environmental concern positively influences desire through affecting attitude toward visiting a locally sourced restaurant. In addition, eWOM positively influences customers’ intention directly and indirectly through predictive variables of the MGB. This study contributed to extend the MGB by revealing the role of environmental concern and eWOM within the model. In addition, managerial implications were discussed in regards to developing effective marketing strategies in locally sourced restaurants.

College Students' Intentions to Use Calorie Information on a Restaurant Menu: Application of the Theory of Planned Behavior

Background: Obesity continues to be an epidemic in the United States and is associated with multiple chronic diseases. Greater numbers of people eat in restaurants and select high calorie foods. Labeling laws require calorie information on menus in some restaurants. Purpose: The purpose of this study was to determine the predictors of intention to use calorie labels among college students using constructs of the Theory of Planned Behavior (TPB). Methods: College students selected a meal from a menu without calories and from the same menu with calorie information, and completed a survey that addressed TPB constructs. Regression analysis was used to determine predictors of intention to use labels and calorie changes of meals ordered. Results: Students (n = 100) ordered significantly fewer calories with posted calorie information. Intention was significantly correlated with attitudes, subjective norms, and perceived behavioral control. Discussion: The TPB may help explain factors involved in the intention to use posted calorie information on a restaurant menu. Results support the inclusion of the calorie statements on these menus. Translation to Health Education Practice: Education efforts should include constructs of the TPB. When planning, implementing and evaluating programs, utilizing strategies to influence attitudes, subjective norms and perceived behavioral control is suggested.