This research examines the relationships among consumption values, affective responses, and patronage intention for luxury brands. The study found that the consumption values positively influenced the consumer engagement and the flow, which in turn had a significant impact on the patronage intention, respectively. The affective responses exercised an important role as mediating variables.

This study examined the effects of the service quality of fine dining restaurants on the service value and customer satisfaction by targeting 310 customers with experience in using fine dining restaurants in Seoul. The results of this study are as follows. First, the quality of the physical environment and interactions and the result of fine dining restaurants had positive (+) effects on the service value. Second, the quality of the physical environment and interactions and the result of fine dining restaurants had positive (+) effects on customer satisfaction. Third, the service value had positive (+) effects on customer satisfaction. According to the result of this study, when customers visit fine dining restaurants, evaluations of the service quality, such as interior design, kindness, accessibility, pleasant environment, and good quality of food, are very important elements. The service quality has been verified to be a very important factor when evaluating fine dining restaurants. Overall, the result of this study can be used to develop measures for improving the service quality.

Numerous studies have explored the influence of Airbnb on the tourism and hospitality industry. However, relatively few studies have focused on customer engagement. Considering its crucial role of boosting customer satisfaction and behavioral intentions (Harrigan, Evers, Miles, & Daly, 2017; So, King, Sparks, & Wang, 2016), there is a great need for research into Airbnb in terms of customer engagement. Therefore, this study aims to investigate customer engagement, satisfaction, and behavioral intentions among Airbnb users. This study recruited a total of 374 US Airbnb users through Amazon Mechanical Turk (MTurk), which has been increasingly adopted to collect samples in tourism and hospitality studies. Data analysis for structural equation modeling (SEM) was conducted to determine the effects of customer engagement on satisfaction and behavioral intentions of Airbnb users. The results show that customer engagement plays a crucial role in Airbnb user experiences. This study contributes to tourism and hospitality research by applying a customer engagement scale previously developed by So et al. (2016) to examine the relationship between customer engagement and behavioral intention to use Airbnb. In addition to this relationship, satisfaction was included as a mediator to better grasp the importance of customer engagement and the role of satisfaction among U.S. Airbnb users. This research also extends the current literature of Airbnb by examining, through an empirical approach, how customer engagement with Airbnb impacts its users’ behavioral intentions.

Prior to the initiation of new marketing activities, the majority of companies make great efforts to figure out a means of collecting all-round information on overseas target markets and global consumers for the purpose of strengthening competitiveness and then further increasing market share and enterprise benefits. The concept of customer equity has been introduced as a tool to continuously secure customers and create profits in the future. Globalization trends have attached great importance to altering the structure of the fashion industry. In particular, with expectation of conducting innovative marketing, companies engaged in SPA brands are gradually developed into global companies. Furthermore, corporate profitability is very sensitive to consumers’ attitudinal changes due to the short trend cycle of SPA brands. Most of our behaviors are predicated on the attitudes and behaviors of the others. The influence of loyal customers may turn potential customers into loyal customer owing to high customer equity. That is to say, companies may obtain more profits through higher customer equity. The study aims to explore the relationships among social influence, social learning and customer equity. The results of the study can be summarized as follows. First, the study elaborates on the relationships among social influence, social learning and customer equity. Second, by comparing the economic and cultural differences between South Korea and China, the study finds the social influence has a positive influence on customer equity in different ways between the two countries.