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Predictors and Consequences of Brand Preference in Luxury Restaurants  

Jin, Nae-Hyun Paul (George Mason University)
Lee, Sang-Mook (Dept. of Foodservice Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.20, no.5, 2014 , pp. 22-28 More about this Journal
Abstract
This research proposes and empirically tests a model of the relationships among perceived food quality, perceived service quality, perceived environment quality, brand preference, trust, satisfaction and favorable recipient behavior within the context of luxury restaurant patronage. Hypotheses implied by the model are tested on a sample of 398 patrons of U.S. luxury restaurants. Findings revealed that perceived food quality, perceived service quality, and perceived environment quality positively effect on the brand preference, and the brand preference positively and directly influence on favorable recipient behaviors as well as trust and satisfaction. These findings are discussed in terms of both academic and practitioner implications.
Keywords
Luxury Restaurants; Brand Preference; Trust; Favorable Recipient Behaviors; Perceived Food Quality; Perceived Service Quality; Perceived Environment Quality;
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