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Purpose – The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand. Design/methodology/approach – A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain...
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influence trust, which in turn positively affects commitment and loyalty. Design/methodology/approach – The proposed hypotheses …, server disclosure and customer disclosure aid in the creation of trust, and can thus help to enhance commitment and loyalty …
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