Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice

The purpose of this study is to examine the effect of restaurant image on customer satisfaction and re-patronage intention towards fast food restaurant. This study also aims to examine the moderating role of brand choice on the relationship between restaurant image and re-patronage intention. In th...

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Main Author:	Wong, Chiu Yen
Format:	Thesis
Language:	English
Published:	2013
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/8961/1/mt0000000334.pdf
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id	my-ums-ep.8961
record_format	uketd_dc
spelling	my-ums-ep.89612017-10-26T02:22:31Z Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice 2013 Wong, Chiu Yen HF Commerce The purpose of this study is to examine the effect of restaurant image on customer satisfaction and re-patronage intention towards fast food restaurant. This study also aims to examine the moderating role of brand choice on the relationship between restaurant image and re-patronage intention. In this study, restaurant image is conceptualized as a multi-dimensional construct which consisted of six dimensions of image attributes namely restaurant atmosphere, facilities, service, product, value and convenience. The respondents for this study are targeted on individual who had patronized fast food restaurant in Kota Kinabalu. 268 questionnaires were collected for data analysis by using Statistical Package for Social Science (SPSS) software version 21.0. The results of multiple regression analysis showed that four dimensions of restaurant image (restaurant atmosphere, service, product and value) were found to have significant and positive effect on repatronage intention. Restaurant image (restaurant atmosphere, facilities, service, product, value and convenience) was found to have significant effect on customer satisfaction. Meanwhile, customer satisfaction was also found to have significant effect on re-patronage intention. Result of hierarchical regression analysis showed that customer satisfaction has a significant mediating effect on the relationship between restaurant image (restaurant atmosphere, service, product and value) and re-patronage intention. However, brand choice was found to have no significant moderating effect on the relationship between restaurant image and re-patronage intention. The findings of this study indicated that the managerial personnel need to focus on restaurant atmosphere, service, product and value in developing positive restaurant image which lead to customer satisfaction and thus encourage customer's re-patronage towards fast food restaurants in the future. 2013 Thesis https://eprints.ums.edu.my/id/eprint/8961/ https://eprints.ums.edu.my/id/eprint/8961/1/mt0000000334.pdf text en public masters University Malaysia Sabah School of Business and Economics
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Wong, Chiu Yen Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice
description	The purpose of this study is to examine the effect of restaurant image on customer satisfaction and re-patronage intention towards fast food restaurant. This study also aims to examine the moderating role of brand choice on the relationship between restaurant image and re-patronage intention. In this study, restaurant image is conceptualized as a multi-dimensional construct which consisted of six dimensions of image attributes namely restaurant atmosphere, facilities, service, product, value and convenience. The respondents for this study are targeted on individual who had patronized fast food restaurant in Kota Kinabalu. 268 questionnaires were collected for data analysis by using Statistical Package for Social Science (SPSS) software version 21.0. The results of multiple regression analysis showed that four dimensions of restaurant image (restaurant atmosphere, service, product and value) were found to have significant and positive effect on repatronage intention. Restaurant image (restaurant atmosphere, facilities, service, product, value and convenience) was found to have significant effect on customer satisfaction. Meanwhile, customer satisfaction was also found to have significant effect on re-patronage intention. Result of hierarchical regression analysis showed that customer satisfaction has a significant mediating effect on the relationship between restaurant image (restaurant atmosphere, service, product and value) and re-patronage intention. However, brand choice was found to have no significant moderating effect on the relationship between restaurant image and re-patronage intention. The findings of this study indicated that the managerial personnel need to focus on restaurant atmosphere, service, product and value in developing positive restaurant image which lead to customer satisfaction and thus encourage customer's re-patronage towards fast food restaurants in the future.
format	Thesis
qualification_level	Master's degree
author	Wong, Chiu Yen
author_facet	Wong, Chiu Yen
author_sort	Wong, Chiu Yen
title	Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice
title_short	Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice
title_full	Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice
title_fullStr	Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice
title_full_unstemmed	Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice
title_sort	effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: the moderating role of brand choice
granting_institution	University Malaysia Sabah
granting_department	School of Business and Economics
publishDate	2013
url	https://eprints.ums.edu.my/id/eprint/8961/1/mt0000000334.pdf
_version_	1747836353625718784

Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice

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