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

Wong, Chiu Yen (2013) Effect of restaurant image on customer satisfaction and repatronage intention towards fast food restaurants: The moderating role of brand choice. Masters thesis, University Malaysia Sabah.

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Abstract

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.

Item Type:Thesis (Masters)
Uncontrolled Keywords:restaurant image, customer satisfaction, re-patronage, fast food restaurant, SPSS, brand choice
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:8961
Deposited By:IR Admin
Deposited On:19 May 2014 10:01
Last Modified:19 May 2014 10:01

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