Hanyang University · Business, Management and Accounting
Professor EunPyo Hong's research lab specializes in consumer behavior, with a focus on service experiences, brand perception, and the psychological drivers behind customer and franchisee behavior. The lab explores how individual differences—such as personality, age, and motivation—affect engagement with services, particularly in food and hospitality sectors. Key research directions include self-service technology adoption, organic and luxury service branding, and the role of perceived authenticity and social status in shaping customer loyalty. The lab employs advanced quantitative methods, including PLS-SEM, to analyze behavioral intentions and service outcomes in dynamic service environments.
Figures are computed from collected data and may differ slightly.
Purpose Understanding customers’ experiences with self-service technology (SST) is of high importance to service research. Previous research, however, has mainly focused on customers who are adept in using SST services. This study aims to provide insights into the under-researched field of the experiences of customers’ with difficulties in using SST. Design/methodology/approach Drawing on self-determination theory, the role of motivational aspects in SST usage behavior is proposed. A model invol
Utilizing a customer style inventory, in this research we find that customer personality is associated with customer behavior in a food service context. We collected responses from 125 independent and 99 franchise coffee houses recruited using an online survey platform. Based on partial least-structured structural equation models, our findings demonstrate that brand and recreation consciousness influence both brand attractiveness and similarity. Impacts of quality consciousness on attractiveness
Despite the popularity of organic consumption during the COVID-19 pandemic, little research has examined how organic service experience predicts brand-related outcomes. To examine how organic restaurant service providers benefit from signaling social status the authors examine identification, evaluation, and revisit intention as the key consequences. Using data from 204 American customers, the results of partial least squares structural equation modeling (PLS-SEM) show that social status signali
Purpose Due to increasing competition, creating and enhancing franchisee patronage behaviors are critical elements in the food franchise industry. Franchise brand-related characteristics are known to influence franchisees’ evaluations. Thus, this paper examines the antecedents of franchisees’ perceived value, which leads to positive behaviors in the food franchise sector.Design/methodology/approach A research model is proposed to describe relationships among different types of functional company
During the COVID-19 pandemic and the associated strain on consumption activities, demand for luxury hotels has risen steadily as a safe way to enjoy leisure services. This study aims to examine the consequences of congruence and identification. An online survey generating 315 datasets from international customers of luxury hotel services is conducted. Partial least squares structural equation modeling is used to test the hypotheses. The results demonstrate that perceived brand authenticity by cu
This study intends to recognize the old as an independent consumer, and to examine the behavioral characteristics of the old through literature review. This study also tries to suggest the direction of study on the elderly consumers' behavior. It has been generally accepted that the elderly consumers are highly constricted in purchase behavior or in information process capacity by the decline of biological competence. But according to the literature review, this general viewpoint does not reflec
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