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AN INVESTIGATION OF PROSOCIAL RULE BREAKING WITHIN THE CASUAL RESTAURANT INDUSTRY
Title
AN INVESTIGATION OF PROSOCIAL RULE BREAKING WITHIN THE CASUAL RESTAURANT INDUSTRY.
Creator
Curtis, Catherine, Dickson, Duncan, University of Central Florida
Abstract / Description
In the hospitality industry, the role of the frontline employee is integral. These employees are the face of the organization and have a strong role in shaping and forming the opinions of consumers by way of their product and service delivery. Therefore, the decisions an employee makes during the product or service delivery is critical in maintaining the relationship with the customer. Employees may be faced with opportunities to better service a customer at the cost of breaking an...
Show moreIn the hospitality industry, the role of the frontline employee is integral. These employees are the face of the organization and have a strong role in shaping and forming the opinions of consumers by way of their product and service delivery. Therefore, the decisions an employee makes during the product or service delivery is critical in maintaining the relationship with the customer. Employees may be faced with opportunities to better service a customer at the cost of breaking an organizational rule or procedure. When an employee is faced with this dilemma and decides to break the rule on the behalf of the customer knowing the risks involved, this is called prosocial rule breaking. One distinct difference between this concept and general rule breaking is that this is performed as a nonselfish gesture; the employee does not receive any personal benefit. To examine this further, this study investigated the overall propensity to participate in prosocial rule breaking and the impact of the Big Five personality dimensions on prosocial rule breaking. To gain a better understanding of these constructs, a review of literature related to ethical decision making, prosocial behavior, and the five factor theory of personality was conducted. To investigate the research objectives, a purposive sample of frontline employees from a nationally branded restaurant chain completed a four part self-administered questionnaire by answering questions on the five factor personality dimensions through the Big Five Inventory (BFI), a restaurant based scenario followed by MorrisonÂÂ's (2006) prosocial rule breaking scale, a section on demographic information, and an open ended section for qualitative comments. Overall, three-hundred and five (305) usable questionnaires were completed and interpreted. The results demonstrated that this sample of restaurant employees revealed a moderate propensity for prosocial rule breaking. Moreover, the results revealed that the Agreeableness dimension is the most common personality dimension for this group of restaurant employees, but the Conscientiousness domain was the best predictor of oneÂÂ's propensity not to participate in prosocial rule breaking. The implications for managers from this study indicate a need for managers to recognize and encourage prosocial behaviors from their employees. They also need to understand which personality domains contribute to prosocial behavior, which can ultimately have implications for hiring, selection, and training.  
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Date Issued
2010
Identifier
CFE0003075, ucf:48316
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0003075
The Effect Of Brand Diversification And Systematic Risk On Firm Shareholder Wealth: The Case Of Brinker International, Inc.
Title
The Effect Of Brand Diversification And Systematic Risk On Firm Shareholder Wealth: The Case Of Brinker International, Inc.
Creator
Makki, Abdullah, Croes, Robertico, Lee, Ji-Eun, Hara, Tadayuki, Beaumont, Paul, University of Central Florida
Abstract / Description
Divestiture activity within the restaurant industry has increased in the last twenty years, however there is a dearth of research investigating the subsequent effects of the phenomenon. In particular none of the studies in the literature, have specifically examined the effects of restaurant firms' brand diversification strategies and systematic risk on shareholder wealth when controlling for divestiture completions. This research extends the knowledge from previous work on corporate...
Show moreDivestiture activity within the restaurant industry has increased in the last twenty years, however there is a dearth of research investigating the subsequent effects of the phenomenon. In particular none of the studies in the literature, have specifically examined the effects of restaurant firms' brand diversification strategies and systematic risk on shareholder wealth when controlling for divestiture completions. This research extends the knowledge from previous work on corporate unbundling and brand diversification strategies to the unique restaurant industry. Drawing on agency theory, the long- and short-term effects of the resulting brand diversification levels on firm shareholder wealth following a divestiture is examined. In addition, the effect of systematic risk on shareholder wealth following a divestiture is investigated. The study is applied to one of the leading U.S. restaurant firms, Brinker International, Inc., since the company has completed a number of divestitures that have resulted in a reduction of its brand diversification. Time series data from 1994 to 2013 is used in the study. The Wharton Research Data Services database and Brinker International, Inc.'s Securities and Exchange Commission annual and quarterly filings are utilized in acquiring the data for the study. Data analysis for the study consists of a cointegration error correction model. Specifically, the study's methodology includes unit root tests, cointegration, vector error correction, and causality tests for the proposed hypotheses. The results indicate that there is a long-run equilibrium relationship between shareholder wealth, brand diversification, and systematic risk. In addition, a short-term positive relationship exists between Brinker's level of systematic risk and divestiture completion. In addition, a negative short-term relationship is found between Brinker's brand diversification and shareholder wealth with divestiture completion. However, no statistically significant relationships are found between brand diversification, systematic risk, and shareholder wealth for Brinker in the short term. Overall, the study's model for the short-term explains 23.63% of the variance in Brinker's shareholder wealth. This study provides various theoretical and managerial implications for the restaurant literature, as well as, provides a catalyst for future studies to expand on the relationships between brand diversification, systematic risk, and shareholder wealth for restaurant firms when considering divestitures.
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Date Issued
2016
Identifier
CFE0006473, ucf:51431
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006473
A Comparison of Self-Service Technologies (SSTs) in the U.S. Restaurant Industry: An Evaluation of Consumer Perceived Value, Satisfaction, and Behavioral Intentions
Title
A Comparison of Self-Service Technologies (SSTs) in the U.S. Restaurant Industry: An Evaluation of Consumer Perceived Value, Satisfaction, and Behavioral Intentions.
Creator
Zaitouni, Motaz, Murphy, Kevin, Zhang, Tingting, Wei, Wei, Severt, Kimberly, University of Central Florida
Abstract / Description
Innovation in technology has been growing rapidly in recent years. Many restaurants have been utilizing different types of self-service technologies (SSTs) to enhance their operations and customer satisfaction. Despite, the rapid spread of SSTs in the restaurant industry, very limited empirical research has been conducted to evaluate the influence of SSTs type on customer dining experience.Therefore, the purpose of this dissertation was to examine the SSTs values that influence restaurant...
Show moreInnovation in technology has been growing rapidly in recent years. Many restaurants have been utilizing different types of self-service technologies (SSTs) to enhance their operations and customer satisfaction. Despite, the rapid spread of SSTs in the restaurant industry, very limited empirical research has been conducted to evaluate the influence of SSTs type on customer dining experience.Therefore, the purpose of this dissertation was to examine the SSTs values that influence restaurant customers' satisfaction and their decision to continue to reuse SSTs. More specifically, this study utilized the Theory of Consumption Values (TCV) to examine consumers' perception of the SST values across different types of restaurant proprietary SSTs (kiosk, tabletop, restaurant mobile app, and web-based SSTs).In order to examine the hypothesized relationships, a quantitative research approach was utilized with the survey research method. An online self-administered questionnaire was developed in Qualtrics for each type of SSTs. The questionnaires were distributed utilizing Amazon mechanical Turk (MTurk). Data was collected in May 2019 from restaurant customers who previously used/experienced one of four SSTs. A total of 619 questionnaires were usable and retained for the data analysis procedures. PLS-SEM and PLS-MGA were utilized to evaluate the conceptual model.The results revealed that emotional values were the most significant SST values that influence customer satisfaction with the restaurant SST experience and continuance intention. SSTs customization features were positively related to customer satisfaction across all the SSTs included in this study. The theoretical and practical implications of the results were discussed as well as the limitations of the study and future research directions.
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Date Issued
2019
Identifier
CFE0007744, ucf:52406
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007744