A study on restaurant brand and consumer behavior–An example of catering industry in Taiwan

Abstract

Under the impact of economic distress, merely food service industry among global industries presents counter growth. For most catering businesses, the market in Taiwan has advanced from simply selling meals for profits to the entire service process for consumer promotion. According to the market observation, food service markets in Taiwan are com- petitive and saturated; a lot of businesses therefore expand the businesses to Mainland Chi- na, Southeast Asia, and even the world through the successful business models in Taiwan. Nonetheless, delicious and characteristic meals have been the essential conditions for the success in catering industry, while “Brand” has currently become a key indicator for catering businesses in Taiwan actively investing in resource development. Aiming at consumers with dining experiences in Sushi Express, a chained food service brand in Taiwan, total 647 valid samples are retrieved. With Hierarchical Regression Analysis, brand reputation, restaurant atmosphere, and brand character indeed could significantly and positively affect consumer behavior, where brand identity presents partial mediating effects and consumer emotion shows moderating effects on brand identity towards consumer behavior.

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