Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation

Jin, Naehyun; Lee, Sang-Mook; Huffman, Lynn

doi:10.1080/10548408.2012.701552

Cited by 172 publications

(152 citation statements)

References 70 publications

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“…These researchers all support H12 in which BS is positively associated with BL (H12=0.42). This is consistent with previous research which has shown that a restaurant's environment and food quality positively influence brand image, which, therefore, influences brand loyalty in full service restaurants (Jin et al, 2012). This study supported this as patrons indicated they had no plans to switch to another Thai restaurant (BL5=0.89), and were loyal to their Thai restaurant (BL1=0.88).…”

Section: Brand Association (Bs) and Brand Loyalty (Bl)supporting

confidence: 81%

Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

Sornsaruht¹,

Sawmong²

2017

BEH

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Abstract:This study examined the determinants of Thai Select restaurant brand loyalty which included restaurant brand image, staff service quality, perceived quality, brand awareness, and brand association on brand loyalty. Of the estimated 1,600 Thai restaurants within the United Kingdom, only 57 have been certified as having the authenticity and quality of Thai Select, which functions as a global branding effort for Thai restaurants by the Thai government. LISREL 9.1 was used to conduct a confirmatory factor analysis, and structural equation modelling to test the 12 hypothesized interrelationships affecting overall brand loyalty. Questionnaires were administered to 550 patrons at 13 London metropolitan restaurants. Results showed that the latent variables staff service quality, brand awareness, restaurant brand image, brand awareness, and perceived quality had a total value of 0.88, 0.54, 0.47, 0.42, and 0.26, respectively. Specifically, dining patrons felt that the most important aspect of staff service quality was that the staff could communicate effectively, were knowledgeable about the food they served, and could deliver the food on time. JEL Classifications: M31, M37

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Section: Brand Association (Bs) and Brand Loyalty (Bl)supporting

confidence: 81%

Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

Sornsaruht¹,

Sawmong²

2017

BEH

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“…The dependent variable; brand equity as stated in the earlier sections consists of four elements; brand image, brand loyalty, brand preference, and brand leadership. Brand image was measured by five items which were proposed by Jin et al (2012) and Park (2009). Similarly, a four-items scale was employed to measure and operationalize brand loyalty.…”

Section: Methodsmentioning

confidence: 99%

Untitled

2016

JABS

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This paper aims to test the link between word of mouth and brand equity in the restaurant industry. The data were collected from293 customers of the international fast food restaurants in east coast Malaysia using convenience sampling technique. The collected data were analysed using SPSS and Structural Equation Modelling (SEM). The findings revealed that word of mouth has a significant relationship with brand image and brand loyalty. Furthermore, word of mouth has a significant relationship with brand preference and brand leadership. Finally, the findings indicated that word of mouth has a significant positive relationship with overall brand equity. This paper provides useful implications for the decision makers in the fast food restaurants by improving their understanding of the role of word of mouth in affecting brand equity.

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“…At the time when consumers evaluate the value of the services they receive, they always consider about the price that will make them satisfied, where the cheaper they perceive the price, the lower should be their sacrifice to acquire the service (Anderson et al, 2007). Several studies in marketing literature, found that fair prices can generate customer satisfaction, as in the context of automobile purchases (Hermann et al, 2007), airline passengers (Martin-Consuegra et al, 2007), restaurant (Jin et al, 2012), in the tourism industry (Chapuis, 2012). Based on the literature review and previous studies, this study proposes: H3: There is a positive effect of price fairness toward customer satisfaction Airlines safety to Customer satisfaction.…”

Section: Review Of Literaturementioning

confidence: 99%

“…The price offered rationally, will generate perceptions of fairness onconsumer's minds (Xia et al, 2010). Price fairness is the buyer's assessment of the seller's price (Kimes, 2010), whether the price is tolerable or acceptable based on competitor price (Bolton et al, 2003) and previous price (Jin et al, 2012). Consumer perceptions of price fairness will provide various outcomes (Garbarino and Maxwell, 2010).…”

Section: Review Of Literaturementioning

confidence: 99%

“…Brand loyalty becomes a predictor or an important element to intensify a company's profit (Saeed et al, 2013), as well as the achievement and sustainability of the company from time to time (Thakur, 2014). Research has been conducted to identify that satisfied customers will demonstrate more loyal behavior in various service sector, namely on international retail service brand (Kuan-Yin et al, 2007), restaurant service (Jin et al, 2012), hotel industry (Al-Msallam, 2015), healthcare insurance industry (Wong et al, 2014;Abdelfattah et al, 2015), education (Rojas-Mendez et al, 2009), and retail banking sector (Mohsan et al, 2011;Ibojo andAsabi, 2015, Minh andHuu, 2016). Based on the theory and previous research, the hypothesis proposed in this study as follows: H5: There is a positive influence of customer satisfaction toward brand loyalty …”

Section: Review Of Literaturementioning

confidence: 99%

See 1 more Smart Citation

Customer satisfaction low cost carrier: stimulus and its consequences

Riorini

Widayati

2018

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Airline industries are currently faced with challenges to satisfy consumers in order to improve organizational performance. The purpose of this study is to analyze service quality, corporate image, price fairness, and airline safety as a stimulus of customer satisfaction and its impact on brand loyalty. Samples data of 350 Low Cost Carrier/LCC passengers in Indonesia were collected and purposive sampling technique was used to analyze the developed hypothesis. Further data is processed with Structural Equation Modeling technique. The results of the study found that the stimulus of customer satisfaction of LCC is service quality, corporate image, price fairness, and airline safety. Furthermore, customer satisfaction will provide consequences for airline brand loyalty. The study also found that corporate image is the strongest factor affecting customer satisfaction. For further research, it is suggested to add customer value as a stimulus of customer satisfaction.

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Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation

Cited by 172 publications

References 70 publications

Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

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Customer satisfaction low cost carrier: stimulus and its consequences

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