Details

Autor(en) / Beteiligte

• Park, Kwangmin
• Kong, Kyunghoon

Titel

Certification paradox: Reverse response on the non-hygiene restaurant certification

Ist Teil von

• Journal of hospitality and tourism management, 2022-06, Vol.51, p.268-278

Ort / Verlag

Elsevier Ltd

Erscheinungsjahr

2022

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Prior research investigated the effect of restaurant hygiene certification and discovered that restaurateurs make greater efforts to maintain hygiene quality, effectively resolving the information asymmetry. With the proliferation of non-hygiene certificates, little effort has been made to research the impacts of non-hygiene certifications. In addition, the influence of brand has not been adequately examined in earlier certificate studies. For the purpose of this study, a scenario-based questionnaire was randomly distributed in a big retail complex in Seoul, Korea. Consistent with prior studies, we found in general positive influence of non-hygiene certificate and high brand equity in customer trust and behavior intention. Based on 737 useable responses, however, this study revealed that the once-beneficial impact of non-hygiene certification on high-end restaurants has unexpectedly reversed, resulting in the certification paradox. This paradox has also been discovered in customer trust by a strong negative three-way interaction effect of cognition at a high-end restaurant with a non-hygiene certificate. This is the inverse of what was expected. Customers may be dubious of a high-end restaurant that displays a non-hygiene certification, resulting in a reduced level of trust when combined with consumer cognition. It implies that the government's simple accumulation of multiple certificates may have unintended repercussions. To put it another way, supplying a lot more information through certificates damages consumer trust and behavior intention. Finally, this study confirmed that customer trust appears to be a pure mediator between certification, brand equity, and behavior intention.