1 / 18

Jessie Liu

The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions. Jessie Liu. Introduction. Problem P eople are too busy to cook More money to pay for delicacy  Dependence on restaurants increase

vaughan
Télécharger la présentation

Jessie Liu

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu

  2. Introduction • Problem People are too busy to cook More money to pay for delicacy  Dependence on restaurants increase  Restaurant industry grows sharply & competitive  Difficultto manage

  3. Introduction • Motivation Become competitive  Understand customer behavior Brand Image Service Quality No research discussing customer behavior of chain restaurant in Southern Taiwan

  4. Research Question • From Southern Taiwan customer’s perspective • Brand image have impact on repurchase intention? • Service qualityhave impact on repurchase intention?

  5. Background • Food and beverage industry in Taiwan

  6. Literature Review • Brand Image  Customer Satisfaction  Repurchase Intention • Chen (2012) Häagen-Dazs in Taiwan Brand Image AFFECT Repurchase Intention mutual relationship

  7. Literature Review • Parasuraman, Zeithaml, and Berry (1988) Service quality is an intangibleconcept • Huang, Chen, and Huang (2010) T.G.I. Fridays restaurant in Taipei Service Quality AFFECT Repurchase Intention

  8. Theoretical Framework • Sunyansanoa, Farquhar, and Czarnecka (nd)

  9. Theoretical Framework • Yap Sheau Fen and Kew Mei Lian (nd)

  10. Methodology • Part of questionnaire adapted from Chen (2012), Huang et al. (2010), and Zeithaml(1988). • 111 participants, all valid • Questionnaire – 3 sections Section 1：Demographic - 6 multiple choice Section 2：Brand Image - 2 multiple choice & 9 scaled questions Section 3：Service Quality – 15 scaled questions

  11. Survey Participants

  12. Result • Cross-tab of Frequency of Repurchase vs. Brand Satisfaction Positive relations between satisfaction of the brand and the repurchase intention

  13. Result. • Cross-tab of Efficiency of Service vs. Service Satisfaction

  14. Result • Cross-tab of Repurchase Frequency vs. Service Satisfaction

  15. Discussion The brand image of a chain restaurant affects the consumer repurchase intention in Southern Taiwan • Brand Image  Customer Satisfaction  Repurchase Intention • Positive Brand Image  Increase repurchase intention  Attract new customers Heard from others or media • Unexpected Outcome income vs. price acceptance mutual relationship

  16. Discussion • The service quality of a chain restaurant affects the consumer repurchase intention in Southern Taiwan • Efficiency of Service (Social Factor) Consumers feel they have been respected  Satisfaction of Service Quality Repurchase Intention • Design of Restaurant (Design Factor) • Cleaning Condition (Ambient Factor)  Repurchase Intention

  17. Future Consideration & Conclusions • Future Consideration • Consider other variables • Focus on which factor affects more • Positive answer to the hypothesis • Brand image affect repurchase intention (V) • Service quality affect repurchase intention (V)

  18. Thanks for your attention

More Related