RELATIONSHIP BETWEEN CONSUMER BASED BRAND QUALTY AND BRAND LOYALITY : Hotel and restaurant industry of UK-mediating role of customer satisfaction
Shahzad, Zohaib (2016)
Shahzad, Zohaib
Centria-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016061713140
https://urn.fi/URN:NBN:fi:amk-2016061713140
Tiivistelmä
This study is aimed to investigate the relationship between consumer-based brand equity and brand loyalty with mediating effect of consumer satisfaction in restaurant industry of UK. The UK restaurant industry is one of the leading industry in UK, comprised of 16,766 restaurants. For collecting data and analyzing the identified relationships among constructs, the primary data was collected by using structured questionnaire from customers of Fiddie’s Italian Kitchen, located at 13th New College Parade, London NW3 5EP, England. Fiddie’s Italian Kitchen is aimed to deliver best Italian food in heart of London.
The data used to conduct the study was primary data, collected through structured questionnaire comprised of closed-ended questions on five-point Likert Scale. The sample of 150 respondents was selected by using non-probability sampling design among customers of Fiddie’s Italian Kitchen, who visited restaurant on day of interview. The collected data is analyzed by using descriptive statistics and SEM (Structural Equation Modeling operated by LISREL Program and hypotheses were tested. The results of this study revealed that all the components of consumer based brand equity including ideal self congruence, physical quality, staff performance and behavior, brand identification and lifestyle compatibility as components of consumer based brand equity have statistically significant, positive impact on the satisfaction level of consumers and hence influence the brand loyalty positively. The study also identified strong positive impact of consumer’s satisfaction on brand loyalty among consumers.
The data used to conduct the study was primary data, collected through structured questionnaire comprised of closed-ended questions on five-point Likert Scale. The sample of 150 respondents was selected by using non-probability sampling design among customers of Fiddie’s Italian Kitchen, who visited restaurant on day of interview. The collected data is analyzed by using descriptive statistics and SEM (Structural Equation Modeling operated by LISREL Program and hypotheses were tested. The results of this study revealed that all the components of consumer based brand equity including ideal self congruence, physical quality, staff performance and behavior, brand identification and lifestyle compatibility as components of consumer based brand equity have statistically significant, positive impact on the satisfaction level of consumers and hence influence the brand loyalty positively. The study also identified strong positive impact of consumer’s satisfaction on brand loyalty among consumers.