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    • Graduate School - MU Theses and Dissertations (MU)
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    • 2009 Theses (MU)
    • 2009 MU theses - Access restricted to MU
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    Consumer reactions to restaurants' post-food crisis marketing strategies : a risk-benefit appraisal approach

    Seo, Soobin
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    [PDF] public.pdf (2.238Kb)
    [PDF] short.pdf (446.6Kb)
    [PDF] research.pdf (2.266Mb)
    Date
    2009
    Format
    Thesis
    Metadata
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    Abstract
    [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Due to the huge impact of food safety events on hospitality industry, needs for planning effective restaurant post-food crisis strategies have been increased. This study attempted to adopt Protection Motivation Theory (PMT) in designing post-food crisis marketing strategies in order to minimize revenue loss and to maintain customer loyalty. A risk-benefit appraisal, one method of PMT, is used to design two different marketing strategies: benefit-enhancing strategy (price down promotion) and risk-reducing strategy (safe beef campaign). The impacts of those strategies on consumers' intention to visit restaurants are examined using a scenario-based survey. Results revealed that while the benefit-enhancing strategy failed to prevent consumers' intention from being reduced significantly, the risk-reducing strategy succeeded in maintaining the consumers' previous intention even after the outbreak of food safety event. However, young consumers react favorably to quick-service restaurants' benefit-enhancing strategies. This study can provide both academic and practical implications.
    URI
    https://doi.org/10.32469/10355/6601
    https://hdl.handle.net/10355/6601
    Degree
    M.S.
    Thesis Department
    Food science (MU)
    Rights
    Access is limited to the campus of the University of Missouri--Columbia.
    Collections
    • 2009 MU theses - Access restricted to MU
    • Food Science electronic theses and dissertations (MU)

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