Dual pillars of hotel restaurant food quality satisfaction and brand loyalty


Bihamta, Hassan and Jayashree, Sreenivasan and Rezaei, Sajad and Okumus, Fevzi and Rahimi, Roya (2017) Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119 (12). pp. 2597-2609. ISSN 0007-070X

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The purpose of this paper is to investigate the impact of service quality (physical quality and staff behaviour) and brand equity (brand quality, brand awareness and brand image) on hotel restaurant food quality satisfaction and brand loyalty among international and local travellers in Malaysia. A total of 354 valid questionnaires were collected to assess the measurement and structural model for reflective latent constructs using the two steps of covariance-based structural equation modelling. The research findings suggest that while travellers’ nationality moderates the path between physical quality, staff behaviour and brand image on food quality satisfaction, it does not moderate the relationship between brand quality and brand awareness on food quality satisfaction. This finding further suggests that towards enhancing service quality and brand equity on food quality satisfaction and brand loyalty, managers should understand the important distinctions between international and local travellers.

Item Type: Article
Uncontrolled Keywords: Brand loyalty, Brand equity, Service quality, Restaurants, Tourist satisfaction, Hotel restaurant food quality
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 22 Oct 2020 15:22
Last Modified: 22 Oct 2020 15:22
URII: http://shdl.mmu.edu.my/id/eprint/7064


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