Influence of price and brand image on restaurant customers’ restaurant selection attribute

Sungpo Yi · Jinling Zhao · Hyun-Woo Joung

87 citations0/0 files storedJournal of Foodservice Business Research

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Culinary Culture and Tourism

Abstract

The study examines the influence of price and brand image on three major restaurant quality attributes (ambiance, food quality, and service quality). A total number of 363 cases from the survey were used to assess the proposed model for structural equation modeling. The results of this study indicated that brand image significantly affected customers’ restaurant attribute preference. Living status (residents vs. tourists) partially affected customers’ restaurant attribute preference. This study provides valuable information about restaurant customers’ preferences. The results also demonstrate how restaurant operators attract new customers and retain existing customers by improving their ambiance, food, and service quality.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1974Atmospherics as a Marketing Tool

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