An empirical study of the relationship between restaurant image and customer loyalty

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dc.contributor.authorOh, Heung Chulen
dc.contributor.committeechairKhan, Mahmood A.en
dc.contributor.committeememberWeaver, Pamelaen
dc.contributor.committeememberUysal, Muzafferen
dc.contributor.committeememberEvans, Michael R.en
dc.contributor.committeememberChon, Kye-Sungen
dc.contributor.departmentHospitality and Tourism Managementen
dc.date.accessioned2014-03-14T21:19:15Zen
dc.date.adate2008-09-23en
dc.date.available2014-03-14T21:19:15Zen
dc.date.issued1995en
dc.date.rdate2008-09-23en
dc.date.sdate2008-09-23en
dc.description.abstractThe primary objective of this study was to empirically determine the relationship between restaurant images and loyalties toward seven competing casual dinner house restaurant chains, and to understand the nature of their competition by matching patronage behavior toward alternative restaurant chains with perceptions of alternative restaurants) on particular image attributes. The canonical correlation analysis revealed that the measures of image had significant impact on both loyalty measures toward selected casual dinner house restaurant chains: (1) patronage intentions and (2) proportions of patronage. Furthermore, the interpretation of the canonical functions revealed the nature of competition in terms of market segments and positioning. The research findings of this study imply that the obtained restaurant image is not only an analytical device to diagnose the weaknesses and strengths possessed by each restaurant relative to other restaurants, but also a predictive tool for loyalty patterns toward alternative restaurants. This study contributes to the existing consumer patronage behavior literature by providing empirical research results for the interrelationships between multi-store image measures and multi-store loyalty measures. Further, this research illustrates the usefulness of canonical analysis, which is a powerful technique for exploring the relationships between one set of variables and a second set of variables. Lastly, this study is of empirical value to restaurant management. In terms of offering strategic guidelines, this study shows the magnitude of the relationships and explains the nature of competition in a local market by linking consumer's loyalty behavior toward one or more restaurants with the image strengths/weaknesses of alternative restaurants on salient image dimensions. As a consequence, restaurants can use this information in their repositioning strategies to improve or change their image.en
dc.description.degreePh. D.en
dc.format.extentx, 193 leavesen
dc.format.mediumBTDen
dc.format.mimetypeapplication/pdfen
dc.identifier.otheretd-09232008-144800en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-09232008-144800/en
dc.identifier.urihttp://hdl.handle.net/10919/39465en
dc.language.isoenen
dc.publisherVirginia Techen
dc.relation.haspartLD5655.V856_1995.O3.pdfen
dc.relation.isformatofOCLC# 33812384en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subject.lccLD5655.V856 1995.O3en
dc.titleAn empirical study of the relationship between restaurant image and customer loyaltyen
dc.typeDissertationen
dc.type.dcmitypeTexten
thesis.degree.disciplineHospitality and Tourism Managementen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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Theses and Dissertations, Hospitality and Tourism Management (HTM)