英国泰式精选餐厅品牌忠诚度的前因后果

Business and Economic Horizons Pub Date : 2017-01-01 DOI:10.15208/BEH.2017.33

Puris Sornsaruht, S. Sawmong

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引用次数: 5

摘要

本研究考察了泰国精选餐厅品牌忠诚度的决定因素，包括餐厅品牌形象、员工服务质量、感知质量、品牌意识和品牌联想对品牌忠诚度的影响。在英国大约1600家泰式餐厅中，只有57家获得了“泰式精选”的认证，这是泰国政府为泰式餐厅打造的全球品牌。使用lisrel9.1进行验证性因子分析，并使用结构方程建模来检验影响整体品牌忠诚度的12个假设相互关系。研究人员对伦敦13家大都会餐厅的550名顾客进行了问卷调查。结果表明，潜在变量员工服务质量、品牌意识、餐厅品牌形象、品牌意识和感知质量的总价值分别为0.88、0.54、0.47、0.42和0.26。具体来说，用餐顾客认为员工服务质量最重要的方面是员工能够有效地沟通，了解他们所提供的食物，并能够按时上菜。

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Antecedents of Thai Select restaurant brand loyalty in the United Kingdom

This study examined the determinants of Thai Select restaurant brand loyalty which included restaurant brand image, staff service quality, perceived quality, brand awareness, and brand association on brand loyalty. Of the estimated 1,600 Thai restaurants within the United Kingdom, only 57 have been certified as having the authenticity and quality of "Thai Select", which functions as a global branding effort for Thai restaurants by the Thai government. LISREL 9.1 was used to conduct a confirmatory factor analysis, and structural equation modelling to test the 12 hypothesized interrelationships affecting overall brand loyalty. Questionnaires were administered to 550 patrons at 13 London metropolitan restaurants. Results showed that the latent variables staff service quality, brand awareness, restaurant brand image, brand awareness, and perceived quality had a total value of 0.88, 0.54, 0.47, 0.42, and 0.26, respectively. Specifically, dining patrons felt that the most important aspect of staff service quality was that the staff could communicate effectively, were knowledgeable about the food they served, and could deliver the food on time.

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Business and Economic Horizons ECONOMICS-

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期刊介绍： The Business and Economic Horizons (BEH) is an international peer-reviewed journal that publishes high quality theoretical, empirical, and review papers covering the broad spectrum of research in areas of economics, business, management, and finance. The journal aim is to bridge the gap between the theory and the observed data in these constantly developing domains. BEH Editorial Board welcomes the high-quality original research articles and review papers that verify the well-grounded and the emerging theories by employing the econometric, statistical methods or other relevant empirical methods in theoretical and applied economic analysis. BEH does not discriminate articles utilizing the non-mainstream approaches such as experimental research, institutional analysis, other variations of heterodox and developmental economic studies. Therefore, the submissions in any field of micro- and macroeconomics, business ethics, economic policy or finance are appropriate for this journal. We hope, the provided contributions will help to understand the contemporary challenges faced by the private and public sector and will establish an international forum of empirical research.