IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v45y2018icp221-229.html
   My bibliography  Save this article

Beyond the shadow of a doubt: The effect of consumer knowledge on restaurant evaluation

Author

Listed:
  • Naderi, Iman
  • Paswan, Audhesh K.
  • Guzman, Francisco

Abstract

This paper investigates the effect of consumer knowledge about the type of restaurant on perceived restaurant quality on seven dimensions: food quality, healthiness, ambience, food variety, value, contextual, and social. Existing studies comparing chain restaurants with independent restaurants have yielded mixed results. The findings of the present investigation show that both types of restaurants are equally likely to do well and their success or failure depends on what consumers know about a restaurant and how they evaluate it. In contrast, not having a clear identity and position in consumers’ minds does not help the restaurant to succeed. The implications of these findings are discussed in detail.

Suggested Citation

  • Naderi, Iman & Paswan, Audhesh K. & Guzman, Francisco, 2018. "Beyond the shadow of a doubt: The effect of consumer knowledge on restaurant evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 221-229.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:221-229
    DOI: 10.1016/j.jretconser.2018.09.004
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698918303060
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2018.09.004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Maheswaran, Durairaj & Sternthal, Brian, 1990. "The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 66-73, June.
    2. Alba, Joseph W & Hutchinson, J Wesley, 2000. "Knowledge Calibration: What Consumers Know and What They Think They Know," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 123-156, September.
    3. Wood, Stacy L & Lynch, John G, Jr, 2002. "Prior Knowledge and Complacency in New Product Learning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 416-426, December.
    4. Mitchell, Andrew A & Dacin, Peter A, 1996. "The Assessment of Alternative Measures of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 219-239, December.
    5. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    6. Blair Kidwell & Adam Farmer & David M. Hardesty, 2013. "Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 350-367.
    7. Nepomuceno, Marcelo Vinhal & Laroche, Michel & Richard, Marie-Odile, 2014. "How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 619-629.
    8. Melih Madanoglu & Kyuho Lee & Gary J. Castrogiovanni, 2013. "Does franchising pay? Evidence from the restaurant industry," The Service Industries Journal, Taylor & Francis Journals, vol. 33(11), pages 1003-1025, August.
    9. Johnson, Eric J & Russo, J Edward, 1984. "Product Familiarity and Learning New Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 542-550, June.
    10. Qian, Lixian & Soopramanien, Didier & Daryanto, Ahmad, 2017. "First-time buyers' subjective knowledge and the attribute preferences of Chinese car buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 189-196.
    11. Domingo Ribeiro Soriano, 2003. "The spanish restaurant sector: evaluating the perceptions of quality," The Service Industries Journal, Taylor & Francis Journals, vol. 23(2), pages 183-194, March.
    12. Bettman, James R & Park, C Whan, 1980. "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 234-248, December.
    13. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    14. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    15. Bettman, James R & Sujan, Mita, 1987. "Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 141-154, September.
    16. Madanoglu, Melih & Lee, Kyuho & Castrogiovanni, Gary J., 2011. "Franchising and firm financial performance among U.S. restaurants," Journal of Retailing, Elsevier, vol. 87(3), pages 406-417.
    17. Frank, Björn & Schvaneveldt, Shane J., 2016. "Understanding consumer reactions to product contamination risks after national disasters: The roles of knowledge, experience, and information sources," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 199-208.
    18. Bambauer-Sachse, Silke & Mangold, Sabrina, 2013. "Do consumers still believe what is said in online product reviews? A persuasion knowledge approach," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 373-381.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cervi, Cleber & Brei, Vinicius Andrade, 2022. "Choice deferral: The interaction effects of visual boundaries and consumer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Sara Javed & Md. Salamun Rashidin & Mingxia Zhu & Zhexiao Xu & Wang Jian & Siming Zuo, 2021. "Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust," SAGE Open, , vol. 11(1), pages 21582440211, March.
    3. Xingyuan Wang & Yingying Du & Yun Liu & Shuyang Wang, 2022. "Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention," IJERPH, MDPI, vol. 19(20), pages 1-19, October.
    4. Sara Javed & Md. Salamun Rashidin & Wang Jian, 2021. "Predictors and outcome of customer satisfaction: moderating effect of social trust," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(1), pages 27-48, March.
    5. Liu, Chih-Hsing & Gan, Bernard & Ko, Wen-Hwa & Teng, Chih-Ching, 2022. "Comparison of localized and foreign restaurant brands for consumer behavior prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Rajabion, Lila & Khorraminia, Marieh & Andjomshoaa, Amineh & Ghafouri-Azar, Mona & Molavi, Homa, 2019. "A new model for assessing the impact of the urban intelligent transportation system, farmers’ knowledge and business processes on the success of green supply chain management system for urban distri," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 154-162.
    7. Min Tian & Bo Pu & Yini Chen & Zhian Zhu, 2019. "Consumer’s Waste Classification Intention in China: An Extended Theory of Planned Behavior Model," Sustainability, MDPI, vol. 11(24), pages 1-18, December.
    8. Sara Javed & Md. Salamun Rashidin & Wang Jian, 2021. "Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility," Future Business Journal, Springer, vol. 7(1), pages 1-18, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    2. Heribert Gierl & Hans Höser, 2002. "Der Reihenfolgeeffekt auf Präferenzen," Schmalenbach Journal of Business Research, Springer, vol. 54(1), pages 3-18, February.
    3. Sanjay Kumar Mishra & Manoj Kumar, 2011. "How mutual fund investors’ objective and subjective knowledge impacts their information search and processing behaviour," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 16(1), pages 27-41, June.
    4. Gupta, Pranjal & Yadav, Manjit S. & Varadarajan, Rajan, 2009. "How Task-Facilitative Interactive Tools Foster Buyers’ Trust in Online Retailers: A Process View of Trust Development in the Electronic Marketplace," Journal of Retailing, Elsevier, vol. 85(2), pages 159-176.
    5. de Bont, Cees J. P. M. & Schoormans, Jan P. L., 1995. "The effects of product expertise on consumer evaluations of new-product concepts," Journal of Economic Psychology, Elsevier, vol. 16(4), pages 599-615, December.
    6. Seung Lee, 2013. "Ethics and Expertise: A Social Networks Perspective," Journal of Business Ethics, Springer, vol. 118(3), pages 607-621, December.
    7. Bayuk, Julia Belyavsky & Patrick, Vanessa M., 2021. "Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks," Journal of Business Research, Elsevier, vol. 128(C), pages 436-449.
    8. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    9. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    10. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    11. Aljukhadar, Muhammad & Senecal, Sylvain, 2016. "The user multifaceted expertise: Divergent effects of the website versus e-commerce expertise," International Journal of Information Management, Elsevier, vol. 36(3), pages 322-332.
    12. Sanjay Kumar Mishra & Manoj Kumar, 2012. "A comprehensive model of information search and processing behaviour of mutual fund investors," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 17(1), pages 31-49, April.
    13. Smith, Gerald E. & Venkatraman, Meera P. & Dholakia, Ruby Roy, 1999. "Diagnosing the search cost effect: Waiting time and the moderating impact of prior category knowledge," Journal of Economic Psychology, Elsevier, vol. 20(3), pages 285-314, June.
    14. Gergaud, Olivier & Livat, Florine, 2007. "How do consumers use signals to assess quality?," Working Papers 37296, American Association of Wine Economists.
    15. Lee, Hanjoon & Herr, Paul M. & Kardes, Frank R. & Kim, Chankon, 1999. "Motivated Search: Effects of Choice Accountability, Issue Involvement, and Prior Knowledge on Information Acquisition and Use," Journal of Business Research, Elsevier, vol. 45(1), pages 75-88, May.
    16. Bosul Yoo & Sotaro Katsumata & Takeyasu Ichikohji, 2017. "The Impact of Customer Orientation on Quantity and Quality of User-Generated Content: A Multi-Country Case Study of Mobile Applications," Discussion Papers in Economics and Business 17-12, Osaka University, Graduate School of Economics.
    17. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    18. Catherine Viot, 2012. "Subjective knowledge, product attributes and consideration set : the wine case," Post-Print hal-01803724, HAL.
    19. Tajdini, Saeed, 2021. "The effects of the subjective-experiential knowledge gap on consumers’ information search behavior and perceptions of consumption risk," Journal of Business Research, Elsevier, vol. 135(C), pages 66-77.
    20. Wirawan Dony Dahana & HeeJae Shin & Sotaro Katsumata, 2018. "Influence of individual characteristics on whether and how much consumers engage in showrooming behavior," Electronic Commerce Research, Springer, vol. 18(4), pages 665-692, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:221-229. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.