The impact of Wi-Fi service on millennial diners

Abstract

Purpose The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of Wi-Fi service on three different types of restaurants (coffee shops, fast-food restaurants and casual dining restaurants). Furthermore, this study examines the similarities and differences that exist cross-culturally between Americans and Koreans. Design/methodology/approach A total number of 480 questionnaires were collected to empirically test the study model. A factor analysis that used a principal components analysis with varimax rotation was performed to condense the loyalty items into a few underlying constructs, and the Cronbach’s alpha was checked to test for reliability. A multiple regression analysis and t-test were performed to test the study hypotheses. Findings The results show that Wi-Fi service has a significant impact on millennials’ loyalty behavior on all three types of restaurants in this study. However, the differences between Americans and Koreans on how they perceive the Wi-Fi services turned out to be significant only for coffee shops. Research limitations/implications The authors used a non-probability convenience sampling method for data collection. The findings cannot be generalized to other types of restaurants, such as fine dining and luxury restaurants. Although the results indicate a positive relation between Wi-Fi usage and a customer’s loyalty, loyalty is a multifaceted concept where a variety of factors, such as frequency or convenience can have an impact. Practical implications The findings should encourage marketers in the restaurant industry to use Wi-Fi as a value-added service for their customers. Originality/value There are limited studies on how significant Wi-Fi service is for the hospitality industry, and in particular, for restaurants. This study builds on the scholarship of Cobanoglu et al. (2012) on the value of the customer loyalty by providing new insights into customers’ views on Wi-Fi service in the restaurant industry.

Identification of consumption patterns: an empirical study in millennials

“…In the same sense, we have identified papers that connect the "Me Generation" with coffee consumption in different contexts (Kim and Jang, 2017;Tangsupwattana and Liu, 2018;Aguirre Gonz alez, 2016;Dalle Ave et al, 2015;Jeon et al, 2019;Mundel et al, 2017;Aguirre Gonz alez, 2016;Tangsupwattana and Liu, 2018). According to the International Coffee Organization (2019), coffee is one of the most popular beverages in the world (11.06 m bags, with 1% annual growth); it is associated to a great extent with recreational activities and gatherings of family members and friends.…”

“…They consider themselves different and base their shopping experiences on both tangible and intangible factors. In general, few studies have linked millennials' behavior to the consumption of products that have undergone major changes in terms of shopping experience and whose main characteristic is their use in social contexts such as coffee and wine (Calienes et al, 2016;Mueller et al, 2011;Jeon et al, 2019;Bauman et al, 2019).…”

Factors influencing Generation Y’s tourism-related social media activity: the case of Polish students

“…The literature abounds in delimitations of Generation Y. For example, Bilgihan et al (2013) indicate the years 1978–1994, while Pendergast (2010), Jeon et al (2019) and Strauss and Howe (2000) opt for the years 1982–2002. Polish researchers accept the cut-off point at the year 2000 (Kowalczyk-Anioł, 2012).…”

Atribut – Atribut Kedai Teh Yang Berkaitan Dengan Kepuasan Pelanggan Dan Loyalitas Merek

“…Layanan IT secara gratis memiliki tingkat signifikansi tertinggi untuk kepuasan klien dari semua fasilitas yang ditawarkan (Bulchand-Gidumal et al, 2011). Terlebih pada konsumen milenial yang notabene merupakan pengguna internet aktif, dimana layanan IT secara gratis memiliki dampak signifikan terhadap loyalitas para milenial pada restoran (Jeon et al, 2019). Berdasarkan literatur tersebut, hipotesis yang diajukan adalah: H3 : Secara positif layanan IT mempengaruhi kepuasan pelanggan pada kedai teh.…”

“…Enam variabel berupa suasana, sikap karyawan, layanan IT, kualitas minuman, citra merek dan variasi menu merupakan variabel-variabel yang mempengaruhi kepuasan pelanggan, dimana kepuasan pelanggan tersebut pada akhirnya juga akan mempengaruhi loyalitas merek. Beberapa penelitian digunakan sebagai referensi alat pengukuran dalam penelitian ini, antara lain: suasana (Grayson & McNeill, 2009;Heide et al, 2009; W. S. Lee et al, 2018;Parsons, 2011), sikap karyawan (Adsit et al, 1996;Bodderas et al, 2011;Eccles & Durand, 1997; W. S. Lee et al, 2018), layanan IT (Bulchand-Gidumal et al, 2011;Jeon et al, 2019;Kim, 2010; W. S. Lee et al, 2018), kualitas minuman (Arinda et al, 2018;Belal, 2019; W. S. Lee et al, 2018;Matzler et al, 1996), citra merek (Arinda et al, 2018;Martínez et al, 2014;Ogba & Tan, 2009), variasi menu (Arinda et al, 2018;Beldona et al, 2014;Lindholm et al, 2018), kepuasan (Arinda et al, 2018; W. S. Lee et al, 2018;Matzler et al, 1996), loyalitas (Arinda et al, 2018; W. S. Lee et al, 2018).…”