Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

Sornsaruht, Puris; Sawmong, Sudaporn

doi:10.15208/beh.2017.33

Cited by 2 publications

(3 citation statements)

References 58 publications

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“…This is because the significance value obtained in the t-test is below the minimum value of 0.05, which is 0.00. The results of this study are in line with research (Sornsaruht & Sawmong, 2017) that Customer Authentic Perception has a positive effect on Perceived Quality. These finding also align with (Phung et al, 2019) saying that the restaurant meets the customer's desire to experience authentic fastfood cuisine and service and is regarded as a better service.…”

Section: Discussionsupporting

confidence: 90%

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Analysis on Customer Authentic Perception on Fast-Food Chain’s Brand Loyalty with the Mediation Variables being Perceived Quality

Robby Kurniawan,

Stevannie Chang

2024

RESLAJ

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The aim of this research is to examine the impact of fast-food restaurants brands toward tourist’s restaurants authentic perception with the perceived quality as the mediating variables This study uses a quantitative approach to collect empirical data and conduct hypothesis testing. The population studied in this study consists of the population of Batam City. The methodology used in this study included selecting a sample from individuals who visited a fast food restaurant chain. Data collection occurred from Q4 to Q1 of 2022-2023, resulting in a total of 400 observations. The process of hypothesis testing was performed using the IBM SPSS Statistics software with the application of descriptive analysis, quantitative analysis, and classical assumption tests. It was found that the customer perception has significant impacts on quality variable, and it also has a significant and positive effect on customer loyalty. This suggests that consumers consider the perception they received influenced the perceived quality of the restaurants they purchase from when they decide to continue to order from them in the future. The results of this study reveal the key aspects of service quality that have the greatest impact on customer loyalty. Factors such as punctuality, accuracy, responsiveness, and staff courtesy have been proven to be important factors in customer loyalty. Therefore, it is essential for fast food restaurants to continuously invest in improving these aspects to improve the quality of their service and thereby gain customer loyalty.

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Section: Discussionsupporting

confidence: 90%

“…From the literature review and theory for perceived quality (PQ), the following observed variables were included in the study. These were identified as superior ingredients, delicious taste, and enticing smell (Sornsaruht & Sawmong, 2017).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Analysis on Customer Authentic Perception on Fast-Food Chain’s Brand Loyalty with the Mediation Variables being Perceived Quality

Robby Kurniawan,

Stevannie Chang

2024

RESLAJ

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“…When a product is in process, the focus should be on customer relationships (Rust et al, 2000). Modern branding focuses on creating brand loyalty while building long-term relationships (Sornsaruht & Sawmong, 2017). Awan & Rehman (2014) see a unifying correlation between customer satisfaction and brand loyalty.…”

Section: Brand Loyaltymentioning

confidence: 99%

Behavior Analysis of Brand Loyalists and Brand Switcher in 5-Star Accommodation Services in Medan City

Dalimunthe¹

2021

Society (Bangka. Online)

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A brand is a fundamental part of the marketing strategy in influencing purchase interest. A person’s buying ability will influence a customer to choose the product they want. In addition, higher competitiveness among hotels will create more awareness to maintain customer satisfaction and turn it into customer loyalty as the main target of their marketing. In connection with achieving customer loyalty, hotels must study the factors influencing customers to become loyal or switch from the hotel brand. A brand can be measured through brand equity which consists of a set of assets and liabilities of the Brand associated with the name and symbol of the Brand that can be given to consumers. Important and measurable components in forming brand equity include brand awareness, brand association, perceived quality, and brand loyalty. This study examines the variables that make the difference between loyalists and customers who switch hotel brands. The data used were taken from 42 respondents spread across the International Departure Terminal of Kualanamu Airport. The research method used is descriptive with a quantitative approach. The data were analyzed using the discriminant analysis method through the SPSS 12.0 program. And other limitations for this research are 5-Star Hotels and Chain International in Medan. Discriminant analysis shows that one factor requiring search variation distinguishes between brand loyalists and brand switchers. The Brand switching matrices show that all hotels serving consumers in Medan have low customer loyalty. The ratio between brand loyalists and brand switchers was 1:9, which means that only one person is loyal to one brand out of 10 consumers of accommodation services. The rest are types of consumers who like to switch to other brands.

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Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

Cited by 2 publications

References 58 publications

Analysis on Customer Authentic Perception on Fast-Food Chain’s Brand Loyalty with the Mediation Variables being Perceived Quality

Analysis on Customer Authentic Perception on Fast-Food Chain’s Brand Loyalty with the Mediation Variables being Perceived Quality

Behavior Analysis of Brand Loyalists and Brand Switcher in 5-Star Accommodation Services in Medan City

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