Doctor of Philosophy / Department of Hospitality Management and Dietetics / Chihyung Ok / This study attempted to investigate antecedents and consequences of consumers’ utilitarian and hedonic attitudes toward restaurant brands and to examine the effects of brand prestige on brand preference and word-of-mouth intention with customer involvement as a moderator. In study 1, to investigate the antecedents and consequences of consumer attitudes toward restaurant brands in the full-service restaurant, this study proposed, based on existing theoretical premises, significant interrelationships among three service qualities (i.e., physical environment quality, interactional quality, and outcome quality). This study also hypothesized that these service qualities predict consumers’ utilitarian and hedonic attitudes toward restaurant brands. Finally, this study examined the effects of consumer attitudes toward restaurant brands in forming brand preference and relative customer share of visits. A theoretical model was proposed and then tested with data collected from 318 casual and 303 fine dining restaurant patrons. The results of data analysis indicated significant interrelationships among three service qualities in both casual and fine dining restaurants. In addition, interactional and outcome qualities had significant effects on utilitarian and hedonic attitudes toward restaurant brands in the casual dining restaurant. In the fine dining segment, interactional quality significantly influenced both utilitarian and hedonic attitudes toward restaurant brands, while physical environment and outcome qualities had positive impacts only on hedonic attitude toward the restaurant’s brand. Finally, utilitarian and hedonic attitudes toward restaurant brands enhanced brand preference, and in turn, brand preference increased relative customer share of visits in both casual and fine dining restaurants. The purpose of study 2 was to examine the effects of brand prestige on brand preference and word-of-mouth with customer involvement as a moderator in the fine dining restaurant segment. Based on a thorough literature review, this study hypothesized that brand prestige would have positive effects on brand preference and word-of-mouth and that brand preference would have a positive relationship with word-of-mouth. Finally, this study examined the moderating role of customer involvement in the relationships between (1) brand prestige and brand preference, (2) brand prestige and word-of-mouth, and (3) brand preference and word-of-mouth. A total of 293 questionnaire responses were used to empirically test the proposed relationships in fine dining restaurants. This study found that brand prestige has significant effects on brand preference and word-of-mouth. In addition, brand preference had a positive relationship with word-of-mouth. However, customer involvement as a moderator was not supported.

Background: The wave of Artificial Intelligence (AI) is marching on, replacing jobs and traditional services, and is predicted to be one of the biggest marketing trends in the close future. Four of the major Swedish banks have started to implement AI as a customer service channel. Simultaneously, the Swedish banking industry is experiencing an all-time low in customer satisfaction, where one of the main reasons is the diminishing number of local branches. Purpose: The purpose of this thesis is to explore the attitudes that customers have towards AI in customer service, as a substitute to local brick and mortar offices within the Swedish bank industry, as well as uncover any significant factors that could influence these attitudes. Method: This is a qualitative study of exploratory nature where five focus groups have been used to collect empirical data. A total sample of 26 participants, ranging from 20-55 years old, have partaken in the focus groups.  Conclusion: Findings show that there mainly exists a negative attitude towards AI as a substitute to brick-and-mortar offices, but positive attitudes towards it as a complement. Factors that influence the attitudes were found to be Convenience, Perceived Usefulness, Perceived Ease of Use, Trust, Risk and Social influence. Awareness and Prior Technological Experience were found to not have great influence on customer attitudes.

Modern technology has provided for greater company transparency and media coverage, which among other has led to customers being able to increasingly demand corporate social responsibility (CSR) initiatives from companies. Companies should however not consider CSR as a constraint, but rather as a way to create competitive advantage, generating positive outcomes. One of which could be consumer-based brand equity (CBBE), however, the implementation of efficient CSR strategies is a difficult task, where research has somewhat disregarded the customer aspect of CSR, which can drive CBBE. Hence, this research has focused on the customer attitudes towards CSR and how this impacts CBBE, as well as brand trust. The data for the survey was gathered through a convenience sample, which after data cleanup consisted of 106 respondents. The results of the data analysis suggested the impact which customer attitudes towards CSR can have on both CBBE and brand trust, within the context of the insurance industry, used for this paper, due its linkage to CSR, as described later on. Keywords Customer Attitudes, Brand Affection, Brand Trust, Brand Equity, Consumer-Based Brand Equity (CBBE), Corporate Social Responsibility (CSR), Insurance Industry.

This study aims to investigate the interplay between customer attitudes toward sustainable banking practices and their decision-making processes when selecting banks, focusing on the influence of Customer Relationship Management (CRM) systems in this dynamic. The research explores how a major Swedish bank communicates its sustainability efforts through CRM strategies, shaping customer perceptions and engagement. By integrating frameworks of CRM theory, Corporate Social Responsibility (CSR) theory, and the Theory of Planned Behavior (TPB), the study seeks to bridge the gap between theoretical knowledge and practical implementation in sustainable banking. A qualitative research design was employed, utilizing semi-structured interviews with twelve customers of a major Swedish bank. These interviews provided rich, detailed data on customer perceptions, attitudes, and behaviors related to sustainability in banking. Additionally, document analysis of the bank’s annual sustainability report and CRM approaches was conducted to contrast publicized efforts with actual customer perceptions. The major findings reveal that customers prioritize sustainability in their banking decisions and expect banks to adopt and promote sustainable practices. Effective communication of sustainability initiatives through CRM systems significantly enhances customer loyalty and engagement. However, the study also highlights limitations, including the focus on a single bank and geographic region, which may restrict the generalizability of the findings. This research contributes to the theoretical understanding of how sustainability initiatives can be effectively communicated and perceived through CRM systems, enhancing customer engagement and loyalty. It underscores the importance of aligning CRM strategies with sustainability goals, providing practical insights for banks aiming to enhance their sustainability efforts. The findings support the development of more robust theories around the integration of sustainability into CRM and CSR practices, ultimately contributing to global sustainability targets.