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![Page 1: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/1.jpg)
The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase
IntentionsJessie Liu
![Page 2: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/2.jpg)
Introduction Problem
People are too busy to cook
More money to pay for delicacy
Dependence on restaurants increase
Restaurant industry grows sharply & competitive
Difficult to manage
![Page 3: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/3.jpg)
Introduction Motivation
Become competitive
Understand customer behavior
Brand Image
Service Quality
No research discussing customer behavior of chain restaurant
in Southern Taiwan
![Page 4: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/4.jpg)
Research Question
From Southern Taiwan customer’s perspective
Brand image have impact on repurchase intention?
Service quality have impact on repurchase intention?
![Page 5: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/5.jpg)
Background Food and beverage industry in Taiwan
![Page 6: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/6.jpg)
Literature Review
Brand Image Customer Satisfaction Repurchase
Intention
Chen (2012)
Häagen-Dazs in Taiwan
Brand Image AFFECT Repurchase Intention
mutual relationship
![Page 7: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/7.jpg)
Literature Review
Parasuraman, Zeithaml, and Berry (1988)
Service quality is an intangible concept
Huang, Chen, and Huang (2010)
T.G.I. Fridays restaurant in Taipei
Service Quality AFFECT Repurchase Intention
![Page 8: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/8.jpg)
Theoretical Framework Sunyansanoa, Farquhar, and Czarnecka (nd)
![Page 9: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/9.jpg)
Theoretical Framework Yap Sheau Fen and Kew Mei Lian (nd)
![Page 10: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/10.jpg)
Methodology Part of questionnaire adapted from Chen (2012), Huang et
al. (2010), and Zeithaml (1988).
111 participants, all valid
Questionnaire – 3 sections
Section 1:Demographic - 6 multiple choice
Section 2: Brand Image - 2 multiple choice & 9 scaled
questions
Section 3: Service Quality – 15 scaled questions
![Page 11: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/11.jpg)
Survey Participants Amounts Responses %
Gender Male
Female
29
82
26.1%
73.9%
Age
Under 18
18-29
30-39
40-49
50 or older
11
66
20
3
11
9.9%
59.5%
18.0%
2.7%
9.9.%
Occupation
Civil servant
Business person
Service person
Student
Retired
Others
10
12
31
39
5
14
9%
10.8%
27.9%
35.1%
4.5%
12.6%
Education Level
Under senior high school
Senior high school
University / College
Postgraduate or above
8
25
70
8
7.2%
22.5%
63.1
7.2%
Income
< 20,000
20,001-40,000
40,001-60,000
60,001-80,000
> 80,001
52
40
7
4
8
46.8%
36.0%
6.3%
3.6%
7.2%
Place of Resident
Chiayi
Tainan
Kaoshiung
Pingtung
Penghu
27
20
55
6
3
24.3%
18.0%
49.5%
5.4%
2.7%
![Page 12: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/12.jpg)
Result Cross-tab of Frequency of Repurchase vs. Brand Satisfaction
Positive relations between satisfaction of the brand and the repurchase intention
Q9.9 Brand Satisfaction
Total Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Q8
Frequency of
repurchase
Never
Seldom
Sometimes
Usually
2
7
9
8
1
16
30
7
1
8
9
1
1
3
0
0
8
0
0
0
13
34
48
16
Total 26 54 19 4 8 111
![Page 13: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/13.jpg)
Result. Cross-tab of Efficiency of Service vs. Service
Satisfaction
Q10.15 Service Satisfaction
Total
Strongly
Agree Agree Neutral
Strongly
Disagree
Q10.1 Waiters
quickly attend
to me when I
walk into the
restaurant.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
30
2
0
0
1
10
32
9
2
0
1
8
7
1
0
0
0
0
0
8
41
42
16
3
9
Total 33 53 17 8 111
![Page 14: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/14.jpg)
Cross-tab of Repurchase Frequency vs. Service Satisfaction
Result
Q10.15 Service Satisfaction
Total
Strongly
Agree Agree Neutral
Strongly
Disagree
Q8 How often
do you
repurchase in
this restaurant
Never
Seldom
Sometimes
Usually
2
9
15
7
1
18
27
7
2
7
6
2
8
0
0
0
13
34
48
16
Total 33 53 17 8 111
![Page 15: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/15.jpg)
DiscussionThe brand image of a chain restaurant affects the consumer repurchase intention in Southern Taiwan
Brand Image Customer Satisfaction Repurchase Intention
Positive Brand Image
Increase repurchase intention
Attract new customers
Heard from others or media
Unexpected Outcome
income vs. price acceptance
mutual relationship
![Page 16: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/16.jpg)
Discussion The service quality of a chain restaurant affects the
consumer repurchase intention in Southern Taiwan
Efficiency of Service (Social Factor)
Consumers feel they have been respected
Satisfaction of Service Quality Repurchase Intention
Design of Restaurant (Design Factor) Cleaning Condition (Ambient Factor)
Repurchase Intention
![Page 17: The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu.](https://reader036.fdocuments.us/reader036/viewer/2022062422/56649f295503460f94c4275f/html5/thumbnails/17.jpg)
Future Consideration & Conclusions Future Consideration
Consider other variables
Focus on which factor affects more
Positive answer to the hypothesis
Brand image affect repurchase intention (V)
Service quality affect repurchase intention (V)
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Thanks for your attention