Optimizing Value Co-Creation in Education Supply Chains: An Evaluation of Determinants and Resiliency in Service Systems

Services and service-based business are a major part of any economy. However, service-based supply chains require a greater level of interaction between provider and consumer than the traditional manufacturing or product-based supply chain. Therefore, they require optimization and resiliency models that acknowledge the constraints and goals unique to service-based industries. Value co-creation and service-dominant logistics (SDL) are relatively new to operations research. Existing literature in management science provides a framework for value co-creation but does not provide a model for optimizing value cocreation and resiliency in a complex or dynamic systems such as education supply chains (ESC). This dissertation addresses these knowledge gaps through 3 essays. The first essay establishes a method for optimizing investment in resiliency measures when utilizing parallel supply chains. The essay examines the intersection of value co-creation theory between higher education and service-dominant logistics (SDL) to understand the role of supply chain elements in value cocreation. The second essay provides a theoretical approach to incorporating resilience planning into the customer relationship management model. The final essay establishes a method for optimizing investment in resiliency measures when utilizing parallel service supply chains.
Date: August 2022
Creator: Smith, Justin Thomas
System: The UNT Digital Library

Factors Influencing Continued Usage of Telemedicine Applications

This study addresses the antecedents of individuals' disposition to use telemedicine applications, as well as the antecedents of their usage to provide insight into creating sustained usage over time. The theoretical framework of this research is Bhattacherjee's expectation-confirmation IS continuance model. By combining a series of key factors which may influence the initial and continued usage of telemedicine applications with key constructs of Bhattacherjee's IS continuance model, this study aims to provide a deeper understanding of barriers to telemedicine app usage and how to facilitate continued use of these apps. Online survey data was collected from college students who are telemedicine application users. A total of 313 responses were gathered, and data analysis was conducted using SmartPLS 3. This dissertation contributes by looking at the IS adoption and IS continuance research simultaneously to connect these two research streams as well as suggesting the usage context of some established IS theory being different with regard to healthcare applications.
Date: August 2022
Creator: Liu, Xiaoyan
System: The UNT Digital Library

Three Essays on Phishing Attacks, Individual Susceptibility, and Detection Accuracy

Phishing is a social engineering attack to deceive and persuade people to divulge private information like usernames and passwords, account details (including bank account details), and social security numbers. Phishers typically utilize e-mail, chat, text messages, or social media. Despite the presence of automatic anti-phishing filters, phishing messages reach online users' inboxes. Understanding the influence of phishing techniques and individual differences on susceptibility and detection accuracy is an important step toward creating comprehensive behavioral and organizational anti-phishing awareness programs. This dissertation seeks to achieve a dual purpose in a series of three essays. Essay 1 seeks to explore the nature of phishing threats that including identifying attack intentions, and psychological and design techniques of phishing attacks. Essay 2 seeks to understand the relative influence of attack techniques and individual phishing experiential traits on people's phishing susceptibility. Essay 3 seeks to understand an individual's cognitive and affective differences that differentiate between an individual's phishing detection accuracy.
Date: August 2022
Creator: Bera, Debalina
System: The UNT Digital Library

Robust Methodology in Evaluating and Optimizing the Performance of Decision Making Units: Empirical Financial Evidence

Intelligent algorithm approaches that augment the analytical capabilities of traditional techniques may improve the evaluation and performance of decision making units (DMUs). Crises such as the massive COVID-19 pandemic-related shock to businesses have prompted the deployment of analytical tools to provide solutions to emerging complex questions with incredible speed and accuracy. Performance evaluation of DMUs (e.g., financial institutions) is challenging and often depends on the sophistication and robustness of analytical methods. Therefore, advances in analytical methods capable of accurate solutions for competitive real-world applications are essential to managers. This dissertation introduces and reviews three robust methods for evaluating and optimizing the decision-making processes of DMUs to assist managers in enhancing the productivity and performance of their operational goals. The first essay proposes a robust search field division method, which improves the performance of evolutionary algorithms. The second essay proposes a robust double judgment approach method that enhances the efficiency of the data envelopment analysis method. The third essay proposes a robust general regression neural network method to examine the effect of shocks on GDP loss caused by COVID-19 on the global economy. These three essays contribute to optimization methodology by introducing novel robust techniques for managers of DMUs to improve …
Date: August 2022
Creator: Gharoie Ahangar, Reza
System: The UNT Digital Library

The Impact of Blockchain Food Tracing Information Quality and Trust on Intention to Purchase

The purpose of our research is to empirically test how system attributes of blockchain build trust through system and information components in blockchain food traceability systems. Findings showed that system attributes of blockchain are strong predictors of trust leading to intention to purchase. A sample of 358 responses were collected from college students through online survey. SmartPLS 3.0 is adopted for data analysis. We made contributions by building a new research model to guide future studies on trust formation in blockchain based systems as well as informing practice to adopt proven features of blockchain to create and capture values for customers.
Date: August 2022
Creator: Lai, Im Hong
System: The UNT Digital Library

A Heuristic Approach to Selection of Analytical Methods: Three Empirical Healthcare Studies

Managers rely on analytics to make decisions and the choice of the analytical method can influence their decision-making. This dissertation considers three cases and examines how the choice of analytical methods influence interpretations and implications. These areas are communication for health-related information in social media, health information technology investment by hospitals as it relates to patient satisfaction, and health related expenditure policies of countries. These studies develop theoretical models and empirically test them on primary or secondary data, comparing the performance of popular analytical methods. The conduct of these three studies contributes to a better understanding about the choice of analytical methods and allow development of a heuristic approach by offering guidelines for selecting an appropriate methodology. They demonstrate the value of heuristic approaches for use with non-traditional and traditional statistical methods, as the information gained from non-traditional methods (NNs) provides insights into traditional statistical methods, similar to insights gained from exploratory data analysis. The studies also show the value in examining any dataset with multiple methods because they either confirm each other or fail to confirm, providing insights.
Date: August 2021
Creator: Tarakci, Yasemin
System: The UNT Digital Library

Three Essays on Information Privacy: Awareness, Sharing, and Resilience

This work embraces three essays on information privacy: 1) Measures of Personal Information Privacy in Social Networks: Information Control and Situation Awareness, 2) Care to Share your Personal Information? and 3) Privacy Breaches: How Resilient Are You? Every transaction made either online or offline, and every social interaction that is transferred or stored electronically in some way, are generally consumed as big data and ultimately drives the analytics from which consumers benefit. However, this raises some concerns about privacy and ethics. For example, should companies that consumers interact with be allowed to sell their personal information? Consumers derive certain benefits such as personalized content when they choose to offer their data to many websites. However, consumers providing personal data to websites subject themselves to possible privacy invasion when third parties purchase their data. In this case, since the consumer willfully gave away their personal information, is it genuinely personal, and should they retain some, if any, control over it? Theories such as privacy calculus and protection motivation theory (PMT) are a couple of prominent examples that focus on the privacy risks and benefits that drive consumer behavior. However, there is still a lack of research on the instantiation of privacy …
Date: August 2021
Creator: Kim, Kevin
System: The UNT Digital Library

Extensions of the Neural Network Models into Applications and Comparisons with General Linear Models

This dissertation is designed to answer the following questions: (1) Which measurement model is better to contribute to the research model in different areas? (2) Within a given model, how does the data size influence the performance of a neural network (NN) and some other methods? (3) Compared to partial least square (PLS), ordinary least square (OLS), XGBoost, how is the performance of NN? Essay 1 systematically compares PLS-SEM to ANN and builds the hybrid vehicle purchasing intention model (HVPIM). It investigates different models that have been previously applied to study the theory of planned behavior (TPB). The methods find those factors that significantly correlated with consumer purchase intention. Essay 2 posits, develops, and tests a PNN model with healthcare data. A research survey is designed and distributed to undergraduate students from a major research school in the U.S. southwest region. Research hypotheses are tested using PLS-SEM and PNN. Essay 3 targets on testing the performance of the NN model with panel data from the soccer transfer market. To achieve this purpose, the essay posits and develops an empirical test built on game theory. The NN model is tested and compared to OLS and XGBoost. As the research compares the …
Date: August 2021
Creator: Wang, Yuchen
System: The UNT Digital Library

An Analysis of Information Technology (IT) Post-Adoption Behavior

The primary focus of this research is explicating the role of emotion in IT post-adoption behavior. Studied in the context of intelligent personal assistants (IPA), a class of conversational artificial intelligence (AI), the first study integrates elements from computer science, communications, and IS disciplines. The research identifies two constructs vital for speech-based technologies, natural language understanding, and feedback, and examines their role in use decisions. This work provides guidance to practice on how best to allocate R&D investments in conversational AI. The second essay examines the IT continuance through the theoretical lens of the expectation-confirmation model (ECM), incorportating cognitive and emotional satisfaction into the ECM framework. Empirical testing of the model suggests that it offers additional clarity on IT continuance phenomena and provides a significant improvement to the explanatory power of ECM in the context of an emerging technology. The third essay is one of the earliest efforts to conceptualize and test a theoretical model that considers emotional attachment in IT continuance behavior. This essay develops a novel model to investigate this phenomenon based on emotional attachment theory, and empirically validates the proposed model in the context of conversational artificial intelligence systems. While the existing theories of IT continuance focus …
Date: August 2020
Creator: Mamun, Md Rasel Al
System: The UNT Digital Library

Does Quality Management Practice Influence Performance in the Healthcare Industry?

This research examines the relationship between quality management (QM) practices and performance in the healthcare industry via the conduct of three studies. The results of this research contribute both to advancing QM theory as well as in developing a unique text mining method that is illustrated by examining QM in the healthcare industry. Essay 1 explains the relationship between operational performance and QM practices in the healthcare industry. This study analyzed the findings from the literature using meta-analysis. We applied confirmatory semantic analysis (CSA) to examine the Baldrige winners' applications. Essay 2 examines the benefits associated with an effective QM program in the healthcare industry. This study addressed the research question about how effective QM practice results in improved hospital performance. This study compares the performance of Baldrige Award-winning hospitals with matching hospitals, state average, and national average. The results show that the Baldrige Award can lead to an increase in patient satisfaction in certain periods. Essay 3 discusses the contribution of an online clinic appointment system (OCAS) to QM practices. An enhanced trust model was built on understanding the mechanism of patients' trust formation in the OCAS. Understanding the determinants related to patients' trust and willingness to use OCAS …
Date: August 2020
Creator: Xie, Heng
System: The UNT Digital Library

Augmented Reality Intentions in Social Networking and Retail Apps

This dissertation contributes to IS research by explaining user intentions while using AR features in mobile social networking and retail app contexts. It consists of three essays, which use partial least squares modeling to analyze different consumer behavior models. The first essay examines the influence of quality, human, and environmental factors on AR reuse intention in a mobile social networking context. The second essay introduces position relevance, a new construct essential to AR research in e-commerce, and it looks at the influence of this construct and app involvement on user purchase intention, while using view-in-room features on mobile retail apps. The third essay examines the influence of service quality and visual quality on recommendation intention of mobile retail apps while using view-in-room features compared to shopping without using these AR features.
Date: August 2020
Creator: David, Alsius
System: The UNT Digital Library

Three Essays on Artificial Intelligence Adoption and Use

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Artificial intelligence (AI) is quickly transforming business operations and society, as AI capabilities are incorporated into applications ranging from mobile personal assistants to self-driving cars. The potentially disruptive nature of AI calls for an extensive investigation into all aspects of AI-human interactions at individual, group, organizational and market levels. However, there is paucity of academic information systems (IS) research in this area that goes beyond the development and testing of specific narrow AI capabilities. AI represents an important opportunity for organizational and behavioral IS researchers, but also presents challenges associated with the underlying complexity of AI technologies and the diversity of AI applications. Understanding how existing AI research and business practice relate to traditional areas of IS research is an important step towards creating a comprehensive behavioral and organizational AI research agenda. This dissertation seeks to achieve a dual purpose in a series of three essays. Essay 1 seeks to understand the current state of business AI research and practice in business through a quantitative literature review, relate the findings to traditional IS research areas, and identify potentially fruitful research areas for AI-focused IS research. Essays 2 and 3 seek to address specific research questions related to one of such …
Date: August 2019
Creator: Nguyen, Quynh
System: The UNT Digital Library

Relationship Quality in Social Commerce Decision-Making

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This research study involves three essays and examines CRQ-driven decision making from the points of view of the common firm, social-commerce platform provider, and social-commerce echo-system. It addresses CRQ's progression from traditional business-to-consumer (B2C) initiatives to social platform-specific antecedents and to environment-driven factors lying outside the direct control of the platform provider, yet influencing social commerce business decisions, such as user-generated content from peers (e.g. family, friends) and expert authority (e.g. specialists, experts, professional organizations). The research method used statistical, data mining and computer science techniques. The results suggest that social platform providers should take a proactive approach to CRQ, fully leverage their online platform to improve CRQ while paying special attention to security as a potential barrier, and consider the analysis of elements of the echo-system such as the electronic word of mouth (eWOM) to further drive CRQ and determine the level of alignment between customers and experts, suppliers and products featured, that may lead to value-added managerial insights such as the prioritization, promotion and optimization of such relationships.
Date: August 2019
Creator: Dinulescu, Catalin C
System: The UNT Digital Library
Hybrid Models in Automobile Insurance: Technology Adoption and Customer Relations (open access)

Hybrid Models in Automobile Insurance: Technology Adoption and Customer Relations

Customer relationship management (CRM), a primary activity in the business value chain to relate to the customer, involves solicitation, analysis, and the use of the knowledge about the customer to provide goods and services through effective and efficient methods. It is a wise strategy and source of competitive advantage for customer behavior understanding and business performance management. The use of information technology (IT) in CRM allows companies to simplify their processes, to integrate product or service related decision making with the business strategies, and to optimize their operations by embracing analytical techniques. The insurance industry is facing unprecedented challenges and decisions in this data-driven business paradigm. It is a strategic necessity for customer-centric insurers to utilize emerging IT capability to support interactions between customers and business operations. The research in the dissertation seeks to provide insights into the application of early technology innovation and data-driven strategies by investigating the following two groups of CRM technology issues: technology adoption and data-driven technology application. Through three essays, the dissertation explores the use of information technology and data analytical tools to provide insight into how automobile insurance companies make decisions regarding their relationships with their customers. The results from these studies provide a …
Date: August 2019
Creator: Tian, Xiaoguang
System: The UNT Digital Library

Measurement of Positive Continuance Intention Drivers within a Service Domain

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The contribution of this dissertation is how model measurement allows examination of the balance between what is practical in terms of consumer concerns versus what is optimal in terms of cost control. Essay 1 examines a research framework that incorporates various service recovery strategies and simultaneously evaluates their comparative influences. Essay 2 evaluates the complex interrelationships among different factors related to the post-complaint behavioral process. Essay 3 fills a research gap by examining the role of brand equity by operationalizing a reflective model using PLS in operations management (OM) research. These three essays provide insight into the quality management domain and the value that is achieved via a data driven examination of theory. Moreover, this research will provide operations management practitioners a basis to carry out future research on quality management phenomena as well as insight into how to balance cost control and service recovery strategies with the goal of achieving a competitive advantage.
Date: August 2019
Creator: Harun, Md Ahasan Uddin
System: The UNT Digital Library
Enhancing the Efficacy of Predictive Analytical Modeling in Operational Management Decision Making (open access)

Enhancing the Efficacy of Predictive Analytical Modeling in Operational Management Decision Making

In this work, we focus on enhancing the efficacy of predictive modeling in operational management decision making in two different settings: Essay 1 focuses on demand forecasting for the companies and the second study utilizes longitudinal data to analyze the illicit drug seizure and overdose deaths in the United States. In Essay 1, we utilize an operational system (newsvendor model) to evaluate the forecast method outcome and provide guidelines for forecast method (the exponential smoothing model) performance assessment and judgmental adjustments. To assess the forecast outcome, we consider not only the common forecast error minimization approach but also the profit maximization at the end of the forecast horizon. Including profit in our assessment enables us to determine if error minimization always results in maximum profit. We also look at the different levels of profit margin to analyze their impact on the forecasting method performance. Our study also investigates how different demand patterns influence maximizing the forecasting method performance. Our study shows that the exponential smoothing model family has a better performance in high-profit products, and the rate of decrease in performance versus demand uncertainty is higher in a stationary demand environment.In the second essay, we focus on illicit drug overdose …
Date: August 2019
Creator: Najmizadehbaghini, Hossein
System: The UNT Digital Library

Optimizing Production System Maintenance Policies when Cyber Threats are Considered

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In a production environment, physical and cyber-related failures become unavoidable because of the complexity of highly connected manufacturing systems and a finite equipment life cycle. The main purpose of this thesis is to investigate optimal maintenance outsourcing and replacement policies in the presence of cyber-threats, as well as policies to achieve channel coordination via cost subsidization. Although well-developed maintenance outsourcing literature has addressed many advanced and trending issues such as the costs and benefits of new technology adoptions, learning effects, forgetting effects, and systems with back-up machines, no study has looked at the effect of cyber threats on connected production systems. Besides filling this gap, this thesis addresses the most common replacement policies including preventive maintenance with minimal repairs and age replacement. The advent of the Internet of Things (IoT) has enabled the creation of "smart" manufacturing systems, However the resulting connected format makes these systems potential targets for cyber-attacks. Manufacturers have to face a difficult decision as to whether they should adopt costly security technologies or let the manufacturing systems be vulnerable to cyber-threats. This study develops a model addressing this dilemma by providing some insights into the effects of cost subsidization and installation of security systems on the …
Date: August 2019
Creator: Ta, Anh V
System: The UNT Digital Library
The Importance of Construct Definition and Specification in Operations Management Structured Model Research: The Case for Quality and Sustainability Constructs in a Decision-Making Model (open access)

The Importance of Construct Definition and Specification in Operations Management Structured Model Research: The Case for Quality and Sustainability Constructs in a Decision-Making Model

In the operations management research, the inconsistent use of the same term for different concepts and the use of the similar concepts for different constructs potentially causes theoretical and statistical problems. This research addresses the importance of construct definitions and specification methodologically within the context of quality and sustainability management. It involves three essays using multiple quantitative methods such as partial least squares structural equation modeling and multiple regression in different consumer decision-making models in the automobile industry. In the first two essays, a comprehensive literature review results in definition and contextualization of the quality and sustainability constructs as applied to operations management and marketing research. The relationships of these constructs with consumer behavior are empirically tested. Building upon the first two essays, the third essay addresses the methodological issues on formative and reflective measurements by summarizing a procedure of validating formative measurements. The quality construct was used to illustrate the methodology. This research contributes to the literature, theory, and practices in the area of quality and sustainability management.
Date: August 2018
Creator: Xu, Lu
System: The UNT Digital Library
Costs and Benefits of Mind Wandering in a Technological Setting: Findings and Implications (open access)

Costs and Benefits of Mind Wandering in a Technological Setting: Findings and Implications

The central purpose of this dissertation is to develop and test a theoretical model of mind wandering in a technological setting by integrating the emerging work and theory on mind wandering—a shift of attention from the primary task to the processing of internal goals. This dissertation is intended to advance our understanding on the costs and benefits of mind wandering in information systems (IS) research and in turn, contribute to the literature of cognitive IS research. Understanding the consequences of mind wandering in a technological setting is imperative because mind wandering plays a vital role in influencing various outcomes associated with technology use and/or technology learning, such as technology anxiety, software self-efficacy, and task performance. This dissertation is composed of three essays which examine the determinants and consequences of mind wandering and focus of attention on a number of emotional and cognitive outcomes. A multi-method approach (i.e., online survey and laboratory experiment) across three essays is used to test the research models. Essay 1 focuses on developing the measurement items and estimating the impact of mind wandering on users' emotional outcomes (i.e., technology anxiety and users' satisfaction). Drawing upon the content regulation hypothesis of mind wandering, the content of thoughts …
Date: August 2016
Creator: Sullivan, Yulia
System: The UNT Digital Library
Three Essays on Information Privacy of Mobile Users in the Context of Mobile Apps (open access)

Three Essays on Information Privacy of Mobile Users in the Context of Mobile Apps

The increasing demand for mobile apps is out the current capability of mobile app developers. In addition, the growing trend in smartphone ownership and the time people spend on mobile apps has raised several opportunities and risks for users and developers. The average time everyday a user spend on smartphones to use mobile apps is more than two hours. The worldwide mobile app revenue increase is estimated to grow 33%, $19 billion. Three quarter of the time used on mobile apps is solely for using game and social networking apps. To provide more customized services and function to users, mobile apps need to access to personal information. However, 80% of mobile apps put people's information privacy at risk. There is a major gap in the literature about the privacy concerns of mobile device users in the context of mobile apps. This dissertation addresses one fundamental research question: how does individuals' privacy change in the context of mobile apps? More precisely, the focus of this dissertation is on information privacy role in individuals' and mobile app developers' protective behaviors. We investigate the information sensitivity level influence on mobile app developers' emphasis on privacy across mobile app categories. The results show information …
Date: August 2016
Creator: Koohikamali, Mehrdad
System: The UNT Digital Library
Decision-Making with Big Information: The Relationship between Decision Context, Stopping Rules, and Decision Performance (open access)

Decision-Making with Big Information: The Relationship between Decision Context, Stopping Rules, and Decision Performance

Ubiquitous computing results in access to vast amounts of data, which is changing the way humans interact with each other, with computers, and with their environments. Information is literally at our fingertips with touchscreen technology, but it is not valuable until it is understood. As a result, selecting which information to use in a decision process is a challenge in the current information environment (Lu & Yuan, 2011). The purpose of this dissertation was to investigate how individual decision makers, in different decision contexts, determine when to stop collecting information given the availability of virtually unlimited information. Decision makers must make an ultimate decision, but also must make a decision that he or she has enough information to make the final decision (Browne, Pitts, & Wetherbe, 2007). In determining how much information to collect, researchers found that people engage in ‘satisficing' in order to make decisions, particularly when there is more information than it is possible to manage (Simon, 1957). A more recent elucidation of information use relies on the idea of stopping rules, identifying five common stopping rules information seekers use: mental list, representational stability, difference threshold, magnitude threshold, and single criterion (Browne et al., 2007). Prior research indicates …
Date: August 2016
Creator: Gerhart, Natalie
System: The UNT Digital Library
Three Research Essays on Online Users' Concerns and Web Assurance Mechanisms (open access)

Three Research Essays on Online Users' Concerns and Web Assurance Mechanisms

Online users struggle with different concerns whenever they use information systems. According to Miyazaki and Fernandez (2001), there are three important categories of concerns for online users: privacy concern, third party fraudulent behavior concern ("system security"), and online website fraudulent behavior concern ("security"). Kim, Sivasailam, and Rao (2004) proposed a similar categorization for web assurance dimensions. They argue that online websites are supposed to address users' privacy, security, and business integrity concerns to decrease user concerns. Although several researchers tried to answer how different factors affect these concerns and how these concerns affect users' behavior, there are so many ambiguities and contradictions in this area. This Essay I in this work develops a comprehensive map of the role of online privacy concern to identify related factors and categorize them through an in-depth literature review and conducting meta-analysis on online privacy concern. Although users have concerns about their privacy and security, there is still growth in the number of internet users and electronic commerce market share. One possible reason is that websites are applying assurance mechanisms to ensure the privacy of their users. Therefore, it could be an interesting research topic to investigate how privacy assurance mechanisms affect users concern and, …
Date: August 2016
Creator: Mousavizadeh Kashipaz, Seyed Mohammadreza
System: The UNT Digital Library
Extensions of the General Linear Model into Methods within Partial Least Squares Structural Equation Modeling (open access)

Extensions of the General Linear Model into Methods within Partial Least Squares Structural Equation Modeling

The current generation of structural equation modeling (SEM) is loosely split in two divergent groups - covariance-based and variance-based structural equation modeling. The relative newness of variance-based SEM has limited the development of techniques that extend its applicability to non-metric data. This study focuses upon the extension of general linear model techniques within the variance-based platform of partial least squares structural equation modeling (PLS-SEM). This modeling procedure receives it name through the iterative PLS‑SEM algorithm's estimates of the coefficients for the partial ordinary least squares regression models in both the measurement model and the overall structural model. This research addresses the following research questions: (1) What are the appropriate measures for data segmentation within PLS‑SEM? (2) What are the appropriate steps for the analysis of rank-ordered path coefficients within PLS‑SEM? and (3) What is an appropriate model selection index for PLS‑SEM? The limited type of data to which PLS-SEM is applicable suggests an opportunity to extend the method for use with different data and as a result a broader number of applications. This study develops and tests several methodologies that are prevalent in the general linear model (GLM). The proposed data segmentation approaches posited and tested through post hoc analysis …
Date: August 2016
Creator: George, Benjamin Thomas
System: The UNT Digital Library
The Impact of Culture on the Decision Making Process in Restaurants (open access)

The Impact of Culture on the Decision Making Process in Restaurants

Understanding the process of consumers during key purchasing decision points is the margin between success and failure for any business. The cultural differences between the factors that affect consumers in their decision-making process is the motivation of this research. The purpose of this research is to extend the current body of knowledge about decision-making factors by developing and testing a new theoretical model to measure how culture may affect the attitudes and behaviors of consumers in restaurants. This study has its theoretical foundation in the theory of service quality, theory of planned behavior, and rational choice theory. To understand how culture affects the decision-making process and perceived satisfaction, it is necessary to analyze the relationships among the decision factors and attitudes. The findings of this study contribute by building theory and having practical implications for restaurant owners and managers. This study employs a mixed methodology of qualitative and quantitative research. More specifically, the methodologies employed include the development of a framework and testing of that framework via collection of data using semi-structured interviews and a survey instrument. Considering this framework, we test culture as a moderating relationship by using respondents’ birth country, parents’ birth country and ethnic identity. The results …
Date: August 2015
Creator: Boonme, Kittipong
System: The UNT Digital Library