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Effects of Constructs of Brand Evidence on Brand Satisfaction and Customer Loyalty in the Family Restaurant  

Ha, Dong-Hyun (Dept. of Hotel Convention Management, Dongguk University)
Kim, Si-Hyun (Graduate School of Hotel and Tourism Management, Dongguk University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.20, no.3, 2010 , pp. 458-472 More about this Journal
Abstract
In the service industry brand was getting more importance in marketing and brand should be researched more. So the purpose of this study was to identify the causal relationships of 'constructs of brand evidence-brand satisfaction-feelings-brand satisfaction-customer loyalty'. In this research constructs of brand evidence were brand image, price (value for money), servicescapes, core service, employee service, and self-image congruence. This research used family restaurants settings using a sample of customers visiting and enjoying menus at family restaurant stores of Youngnam province. A total of 222 questionnaires were analyzed with SPSS/PC+12.0 and LISREL8.30. Empirical results were that firstly, price, core service and employee service affected brand satisfaction and secondly, employee service, core service, servicescape affected postive feelings and thirdly, brand evidence constructs except self-image congruence influenced negative feelings and lastly, brand satisfaction influenced customer loyalty. On the basis of these findings, family restaurant manager should pay much attention to constructs of brand evidence and use these variables to appeal to and understand target market.
Keywords
Brand evidence; brand satisfaction; customer loyalty;
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