The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions Jessie Liu

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

Introduction  Motivation Become competitive  Understand customer behavior  Brand Image  Service Quality No research discussing customer behavior of chain restaurant in Southern Taiwan

Research Question  From Southern Taiwan customer’s perspective  Brand image have impact on repurchase intention?  Service quality have impact on repurchase intention?

Background  Food and beverage industry in Taiwan

Literature Review  Brand Image  Customer Satisfaction  Repurchase Intention  Chen (2012) Häagen-Dazs in Taiwan Brand Image AFFECT Repurchase Intention mutual relationship

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

Theoretical Framework  Sunyansanoa, Farquhar, and Czarnecka (nd)

Theoretical Framework  Yap Sheau Fen and Kew Mei Lian (nd)

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

Survey Participants

Result  Cross-tab of Frequency of Repurchase vs. Brand Satisfaction  Positive relations between satisfaction of the brand and the repurchase intention

Result.  Cross-tab of Efficiency of Service vs. Service Satisfaction

 Cross-tab of Repurchase Frequency vs. Service Satisfaction Result

Discussion The 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

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

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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