Examining the relationship between restaurant experience and brand loyalty intention
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | brand image brand loyalty brand relationship brand satisfaction restaurant dimensions restaurant experience restaurant industry |
| Online Access: | http://dolgozattar.uni-bge.hu/28563 |
| Kivonat: | The purpose of this study was to investigate the relationship between restaurant experience and brand loyalty intention. The meaning of brands together with the antecedents of customer loyalty were also discussed. A self-structured questionnaire of 119 respondents was used to explain which are the most important restaurant attributes in they eyes of the customers and how can restaurateurs use these attributes in order to create brand-customer loyalty. The results indicate that the food quality is by far the most important restaurant attribute, closely followed by other restaurant dimensions. It is important to consider that these dimensions alone may not bring customer loyalty, but a combination of them, more specifically, an overall restaurant experience, may lead to customer-brand loyalty. |
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