• 0974-4274(PRINT), ISSN NO: 2582-1148(ONLINE)
2

Archive Details

Help Desk

Year 2026 1 Downloads
Volume/Issue/Review Month Volume-XIX | Issue-I | Jan.-Jun.
Title Sustainability in Practice: Deriving Restaurant Touchpoints from ESG Disclosure using NVivo Software
Authors Manjira Roy, Dr. Manas Ranjan Chowdhury, Dr. Sangeeta Mohanty
Broad area Marketing
Abstract Abstract: In the Restaurant Industry sustainability which encompasses environmental, social, economic and governance (ESG) obligations – has evolved as a strategic objective. Customer’s perception regarding sustainability through restaurant touchpoints have attracted little consideration in previous research, that has primarily focused on operational and managerial aspects. This study identifies sustainability practices which are mentioned in restaurant ESG reports, examines how these are allocated according to sustainability dimensions, and proposes a framework which describes hoe these practices impact client experiences. Several domestic and foreign restaurant ESG Reports spanning from 2022 until 2024 were employed in a mixed-method content analysis. Using NVivo 15, word-frequency analysis, auto-coding, and iterative topic coding were conducted for Food-People-Planet- Governance (FPPG) Framework. Significant differences in sustainability disclosures were identified utilizing a Chi-square Goodness-of-Fit test on 446 coded references (?2 = 19.60, df = 3, p < 0.001), with food accounting for 32.5% people for 26.4%, planet for 22.9% and governance for 18.2%. These findings demonstrate that restaurants put importance to sustainability initiatives that can be visible to consumers over disclosers relating to governance. Food safety, sustainable sourcing, employee engagement, community support, eco-friendly operations, energy conversation, sustainable packaging and transparency in governance are essential sustainable touchpoints. Taken overall these touchpoints encourage ethical consumption, trust authenticity, responsibility and credibility. These additionally provide theoretical and practical guidance for integrating sustainability into memorable dining experiences.
Citation Roy, M., Chowdhury, M. R., & Mohanty, S. (2026). Sustainability in practice: Deriving restaurant touchpoints from ESG disclosure using NVivo software. Srusti Management Review, 19(1), 166–185.
DOI https://doi.org/10.63340/SAMT/100000062
File
Referenceses
  1. Aoki, K., Obeng, E., Borders, A. L., & Lester, D. H. (2019). Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?. Journal of Global Scholars of Marketing Science, 29(1), 51-62.
  2. Baldwin, C., Wilberforce, N., & Kapur, A. (2011). Restaurant and food service life cycle assessment and development of a sustainability standard. The International Journal of Life Cycle Assessment, 16(1), 40-49.
  3. Bolton, R. N., Gustafsson, A., Tarasi, C. O., & Witell, L. (2022). Designing satisfying service encounters: Website versus store touchpoints. Journal of the Academy of Marketing Science, 50(1), 85–107. https://doi. org/10.1007/s11747-021-00808-9.
  4. Back, K. J. (2024). ESG for the hospitality and tourism research: Essential demanded research area for all. Tourism Management, 105, 104954. https://doi.org/10.1016/j.tourman.2024.104954
  5. Bonfanti, A., Bagnato, G., & Vigolo, V. (2025). The contribution of sustainable practices to the creation of memorable customer experience: Empirical evidence from Michelin Green Star restaurants. International Journal of Hospitality Management, 126, 104110.
  6. Bernard, S., Singal, M., Dias, A., Ho, J. A., & Zizka, L. (2025). Sustainable Horizons: Navigating ESG Reporting Challenges in the Hospitality and Tourism Industry. Journal of Hospitality & Tourism Research, 49(6), 1141-1158.
  7. Belhaj, M. (2022). Experiential marketing as focus differentiation: linking hospitality product to place (Doctoral dissertation, University of Tasmania).
  8. Calza, F., Sorrentino, A., & Tutore, I. (2023). Combining corporate environmental sustainability and customer experience management to build an integrated model for decision-making. Management Decision, 61(13), 54-84.
  9. Cao, Y., Li, X. R., DiPietro, R., & So, K. K. F. (2019). The creation of memorable dining experiences: Formative index construction. International Journal of Hospitality Management, 82, 308-317.
  10. Chen, C. D., Su, C. H. J., & Chen, M. H. (2022). Are ESG-committed hotels financially resilient to the COVID-19 pandemic? An autoregressive jump intensity trend model. Tourism Management, 93, 104581. https://doi.org/10.1016/j.tourman.2022.104581
  11. Cui, H., Zhang, P., & Jia, Y. (2025). Empirical Analysis of Brand Experience in the Ontact Era: A Touchpoint Strategy Framework for O2O Operations in the F&B Industry. Sustainability, 17(22), 10421.
  12. Camilleri, M. A. (2025). Sustainability accounting and disclosures of responsible restaurant practices in environmental, social and governance (ESG) reports. International Journal of Hospitality Management, 126, 104051.
  13. Calza, F., Sorrentino, A., & Tutore, I. (2023). Managing environmental sustainability in customer experience processes: A multi-stakeholder analysis within the food delivery ecosystem. Business Process Management Journal, 29(8), 210-229.
  14. Duncan, T. (2005). Principles of advertising & IMC. Journal of Marketing Communications, 11(4), 309-310.
  15. De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020). Moving the customer experience f ield forward: Introducing the touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4), 1094670520928390
  16. Fu, X. (2025). Dissecting the sustainable tourist experience: sustainable consumption theory and co-creation theory approach. Journal of Hospitality and Tourism Insights, 8(5), 1803-1824.
  17. Hamilton, R., Ferraro, R., Haws, K. L., & Mukhopadhyay, A. (2021). Traveling with companions: The social customer journey. Journal of Marketing, 85(1), 68–92. https://doi.org/10.1177/0022242920908227
  18. Herhausen, D., Kleinlercher, K., & Rudolph, T. (2019). Loyalty formation for different customer journey segments. Journal of Retailing, 95(3), 9– 29. https://doi.org/10.1016/j.jretai.2019.05.001
  19. Huang, Y., Hall, C.M., Chen, N., 2023. The sustainability characteristics of Michelin Green Star Restaurants. J. Foodserv. Bus. Res. 1–26. https://doi.org/10.1080/ 15378020.2023.2235258.
  20. Huynh, T., & Luu, T. (2025). Crucial elements for small-sized restaurant operations in Helsinki, Finland.
  21. Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of service theory and practice, 27(3), 642-662.
  22. Jürisoo, M., Lambe, F., & Osborne, M. (2018). Beyond buying: The application of service design methodology to understand adoption of clean cookstoves in Kenya and Zambia. Energy Research & Social Science, 39, 164–176. https://doi.org/10.1016/j.erss.2017. 11.023
  23. Johnston, R., & Kong, X. (2011). The customer experience: A roadmap for improvement. Managing Service Quality, 21, 5–24. https://doi. org/10.1108/09604521111100225
  24. Kim, J. H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel research, 51(1), 12-25.
  25. Kim, H., & So, K. (2024). Customer touchpoints: Conceptualization, index development, and validation. Tourism Management, 103, 104881. https://doi.org/10. 1016/j.tourman.2023.104881
  26. Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2020). Customer experience-driven business model innovation. Journal of Business Research, 116, 431-440.
  27. Kasim, A. (2007). Towards a wider adoption of environmental responsibility in the hotel sector. International journal of hospitality & tourism administration, 8(2), 25-49.
  28. Kale, R. B., Dangi, P. A., Nikam, V., Khandagale, K., Gadge, S. S., & Mahajan, V. (2025). How are new collective models transforming support for smallholder farmers? Empirical evidence from thematic and sentiment content analysis. Frontiers in Sustainable Food Systems, 8, 1542676.
  29. Legrand, W., & Matthew-Bolofinde, A. (2022). ESG, SDGs, and hospitality: Challenges and opportunities in activating sustainability. In C. N. Berrones-Flemmig, F. Contreras, and U. Dornberger (Ed.). Business in the 21st Century (pp. 25-39). Emerald Publishing Limited, Leeds
  30. Lee, S., Ham, S., Yeon, J., Lee, M., 2024. ESG themes of the restaurant industry: a comparison between full-service and limited-service restaurants. J. Travel Tour. Mark. 41 (1), 20–34.
  31. Lin, M.S., Zhang, H., Luo, Y., Li, Y., 2024. Environmental, social, and governance (ESG) measurement in the tourism and hospitality industry: views from a developing country. J. Travel Tour. Mark. 41 (1), 154–168.
  32. Lo, A., Huang, Z., Lin, P., Chopra, S. S., Milindi, P. S., & Yang, W. (2024). Calorie and carbon labels on menus in Chinese restaurants: effects of label presence and presentation format on customer behavior and brand perceptions. Journal of Travel & Tourism Marketing, 41(8), 1071-1089.
  33. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69–96. https://doi.org/10.1509/jm.15.0420
  34. Munjal, S., & Sharma, S. (2021). The Food and Beverage Hospitality Industry in India: An Emergent Segment. Apple Academic Press.
  35. Marinello, S., Butturi, M.A., Gamberini, R. and Martini, U. (2023), “Indicators for sustainable touristic destinations: a critical review”, Journal of Environmental Planning and Management, Vol. 66 No. 1, pp. 1-30, doi: 10.1080/09640568.2021.1978407.
  36. Okeke, N.I., Alabi, O.A., Igwe, A.N., Ofodile, O.C. and Ewim, C.P.-M. 2024. Customer journey mapping framework for SMEs: Enhancing customer satisfaction and business growth. World Journal of Advanced Research and Reviews, 24(1), pp.2004–2018. Retrieved on 06 May 2025. Available at https://doi.org/10.30574/wjarr.2024.24.1.3206
  37. Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020). The DAST framework for retail atmospherics: The impact of In – and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing, 96(1), 128–137. https://doi.org/10.1016/j.jretai.2019.11.002
  38. Sagkaya Güngör, A., & Ozansoy Çad?rc?, T. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. International Journal of Consumer Studies, 46, 1–30. https://doi.org/10.1111/ ijcs.12809
  39. Souki, G. Q., Oliveira, A. S. D., Guerreiro, M. M. M., Mendes, J. D. C., & Moura, L. R. C. (2023). Do memorable restaurant experiences affect eWOM? The moderating effect of consumers' behavioural engagement on social networking sites. The TQM Journal, 35(8), 2255-2281.
  40. Sheth, J.N., Sethia, N.K. and Srinivas, S. (2011), “Mindful consumption: a customer-centric approach to sustainability”, Journal of the Academy of Marketing Science, Vol. 39 No. 1, pp. 21-39, doi: 10.1007/s11747-010-0216-3
  41. Stickdorn, M., & Schneider, J. (2011). This is service design thinking. BIS Publishers. https://doi.org/10.1007/BF01405730
  42. Teng, Y. M., & Wu, K. S. (2019). Sustainability development in hospitality: The effect of perceived value on customers’ green restaurant behavioral intention. Sustainability, 11(7), 1987.
  43. Tsaur, S. H., Yen, C. H., Han, T. C., & Lin, Y. S. (2024). How and when restaurant innovativeness promotes a memorable dining experience: A moderated mediation model. International Journal of Hospitality Management, 122, 103868.
  44. Türker, N., Gökkaya, S., & Acar, A. (2019). Measuring the effect of restaurant servicescapes on customer loyalty. Turizm Akademik Dergisi, 6(2), 255-270.
  45. Vajpai, G. N., Webb, T., & Beldona, S. (2025). Designing a memorable dining experience lexicon based on theory and text mining. International Journal of Hospitality Management, 130, 104245.
  46. Vajpai, G. N., Porya, A., & Chowdhary, N. (2025). Strategic touchpoint mapping: advancing destination marketing and management in nature-based tourism. Tourism Recreation Research, 1-17.
  47. Wang, J., Ban, H. J., Joung, H. W., & Kim, H. S. (2022). Navigations for hospitality human resource management research: Observing the keywords, factors, topics under the COVID-19 pandemic. Information, 13(3), 126.
  48. Yoon, J., Han, S., Lee, Y., & Hwang, H. (2023). Text mining analysis of ESG management reports in South Korea: Comparison with sustainable development goals. Sage Open, 13(4), 21582440231202896.