行銷硏究 : Marketing research

The fast-food service industry has been growing rapidly across China over the last few decades. In accordance with the rising consumption level in the country, Chinese customers care increasingly about their food choices. The purpose of this study is to investigate the factors that can influence customer satisfaction, loyalty, and happiness, with a particular focus on the moderating role of gender. Data were collected through an online survey completed by customers who visited Western fast-food restaurants (KFC, McDonalds, etc.) in China. The structural equation model was applied to test 12 hypotheses. Results showed that perceived price, food, service, and physical environment quality positively affected customer satisfaction. Perceived price can significantly influence customers’ judgement of the quality dimensions of a restaurant. Moreover, customer satisfaction and happiness can lead to a sense of loyalty. Happiness functions as a mediator between satisfaction and loyalty. Nonetheless, our findings indicated that customers’ perceptions of food quality based on price and satisfaction levels based on service quality differ significantly between the genders, which demonstrated that gender moderation exists in food consumption. This study will contribute to a better understanding of managerial and theoretical perspectives, which will be beneficial for subsequent research.

What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender

Economic theory and empirical findings suggest that the way in which agricultural support is provided has an influence on land markets. Support payments tend to become capitalised into land values to some degree, affecting both the sales and rental prices of land. These effects in turn have a bearing on the transfer efficiency of the support and structural change in agriculture.
Since 2005, the EU has provided decoupled support to farmers through the single payment scheme (SPS), as part of the reform of its common agricultural policy. This book investigates whether the SPS has led to the capitalisation of support into land values in the EU, and if so, to what extent. Drawing from a combination of data sources – including Eurostat, the Farm Accountancy Data Network, 11 country and 18 regional studies – this extensive empirical analysis offers preliminary evidence of the reaction of EU land markets and asset values to the changes in policy.

EU Land Markets and the Common Agricultural Policy. CEPS Paperbacks. February 2010

Methods of Multivariate Analysis

Sustainability in orchard crops is an important goal for farmers, decision-makers and consumers. The United Nations Sustainable Development Goals emphasize the importance of the soils in the Earth System to achieve sustainability and accomplish the Land Degradation Neutrality Challenge. Within the world agriculture land, olive and vineyards are within the eldest crops in the world, and they are also the ones with the highest degree of soil degradation. Cover crops (CC) are widely accepted as sustainable crop management that reduces soil and water losses, restores organic matter, increases biodiversity and fertility in degraded agriculture soils. The agriculture land must shift into a more sustainable agricultural practices for achieving soil and water conservation targets, and CC are of help, but not widely applied by farmers that usually expect subsidies. Runoff and soil water storage are two key processes that determine the crop production, plant health and sustainability. However, after four decades of use, there is not a consistent State-of-the-Art that clarifies the impact of service crops. Our review highlights, in quantitative terms, the role of CC exerted in vineyard and olive grove in runoff reduction and soil water status. Statistical differences were found between the average values of RC (7.37 % and 10.05 % for CC and conventional tillage (CT) management, respectively). For the soil water conservation, the ratio SWCCT/SWCCC is always higher than 1. Water competition was more pronounced in spring and decreased after blooming. The use of CC is a strategy can have a positive influence on water use efficiency, through the reduction of the excessive vine vigour in fertile soils or favouring the growth of roots in deeper layers. In low vigour vineyards, low fertile soils and in dry environment, the water competition should be correctly monitored to avoid negative effect in grape yields. Cover crops are a positive contribution to the agriculture sustainability, although Mediterranean ecosystems, where most of the olive oil and wine is produced should pay attention to their impact on water availability

Cover crop management and water conservation in vineyard and olive orchards

Dried pasta is the Italian food “par excellence”. Traditional foods have characteristics that can stimulate or evoke in the consumer sensorial stimuli and experiences, especially when these foods are consumed in a typical-traditional restaurant. Traditional restaurants can use sensory marketing as a promotional advantage, creating a unique and original atmosphere that can represent their main way of differentiation. The aims of this paper are to know consumer liking with regard to two high quality types of Sicilian pasta, common dried pasta, and whole-wheat pasta, consumed in three different venues of a typical-traditional Italian franchised restaurant, and to measure the influence of environmental factors of the venues on consumers’ acceptance. Results showed that consumers are able recognize when the atmosphere of a restaurant is integrated and consistent with the food on offer and they appreciate more the contexts wherein they find this coherence. Moreover, the high degree of quality of the two types of pasta tasted was recognized by consumers that appreciated its gustative equilibrium, confirming that the gustatory sensations are not affected by the context in which a food is consumed. Finally, the study highlighted the importance of Olfactory marketing to influence the evaluation of the customer on restaurant’s atmospherics.

Pasta experience: Eating with the five senses—a pilot study

Consumers’ attitude and preferences in regard to food ingredients, country of origin, social corporate responsibility toward the environment, and work conditions have changed over the last 10 years. Consumers are getting more educated and therefore more sensitive around cultivation practices in agriculture and food processing, which increases concerns in regard to production practices in agriculture. Several studies have been conducted on consumers’ preferences about quality food, but not with regard to blonde oranges cv. Washington Navel cultivated in southern Italy. This quality fruit is a niche product that achieved the Protected Designation of Origin (PDO) certification for high organoleptic properties and fine taste. In this study, by a survey of 400 Italian consumers, we discovered preferences in regard to the cv. Washington Navel PDO (Riberella) attributes and revealed variables that may influence consumers’ purchasing behavior. Cluster analysis, based on respondents’ rates on 20 attributes...

Study of Consumer Preferences in Regard to the Blonde Orange Cv. Washington Navel “Arancia Di Ribera PDO”

Influence of an evoked pleasant consumption context on consumers’ hedonic evaluation for minimally processed cactus pear (Opuntia ficus-indica) fruit

The market of berries is a niche of high value in Italy. Small fruit’s healthy properties are well known in the international market, but little is known about the reason for a low commercialization rate of fresh small fruit in Italy. The objective of this study was to assess consumer preferences in Italy for selected berry species. Moreover, the study aims to identify the relevant attributes of berries that affect the demand for this produce according to consumers and to compare these attributes. We assessed relevant attributes affecting the demand for fresh berries for different consumers’ profiles and compared berries’ attributes rankings. The results reveal high concordance between blackberries and raspberries; price is the attribute that constrains more purchases because it is deemed too high. Consumers prefer small fruit because of the rising interest in their nutraceutical value, and they have a higher willingness to pay because of this important attribute.

Quality Factors Influencing Consumer Demand for Small Fruit by Focus Group and Sensory Test

The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni’s activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and “local food & wine”. Specifically, it measured the contribution of local food used as an evocative factor in the appreciation of a tourist destination and its power in different contexts. Hundreds of posts on the influencer’s IG profile were observed using the netnographic analysis. Subsequently, the AGIL model (Adaption, Goal Attainment, Integration, and Latent pattern maintenance) was applied to measure the main dimensions of this communication campaign and its effectiveness to relaunch touristic catering sectors. The study offers a new model of open innovation for advertising and promoting food and catering businesses.

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Stefania Chironi

Papers

Pasta experience: Eating with the five senses—a pilot study

Study of Consumer Preferences in Regard to the Blonde Orange Cv. Washington Navel “Arancia Di Ribera PDO”

Influence of an evoked pleasant consumption context on consumers’ hedonic evaluation for minimally processed cactus pear (Opuntia ficus-indica) fruit

Quality Factors Influencing Consumer Demand for Small Fruit by Focus Group and Sensory Test

Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector