Dual pillars of hotel restaurant food quality satisfaction and brand loyalty

British Food Journal - Tập 119 Số 12 - Trang 2597-2609 - 2017
Hassan Bihamta1, Sreenivasan Jayashree1, Sajad Rezaei2, Fevzi Okumuş3, Roya Rahimi4
1Faculty of Management, Multimedia University, Cyberjaya, Malaysia
2University of Hamburg, Hamburg, Germany
3University of Central Florida, Orlando, Florida, USA
4University of Wolverhampton, Wolverhampton, UK

Tóm tắt

Purpose The purpose of this paper is to investigate the impact of service quality (physical quality and staff behaviour) and brand equity (brand quality, brand awareness and brand image) on hotel restaurant food quality satisfaction and brand loyalty among international and local travellers in Malaysia. Design/methodology/approach A total of 354 valid questionnaires were collected to assess the measurement and structural model for reflective latent constructs using the two steps of covariance-based structural equation modelling. Findings The research findings suggest that while travellers’ nationality moderates the path between physical quality, staff behaviour and brand image on food quality satisfaction, it does not moderate the relationship between brand quality and brand awareness on food quality satisfaction. This finding further suggests that towards enhancing service quality and brand equity on food quality satisfaction and brand loyalty, managers should understand the important distinctions between international and local travellers. Originality/value Previous studies have mostly examined the impact of brand equity and service quality towards tourist satisfaction and very few studies have examined the impact of restaurant service quality and brand equity on consumer satisfaction and brand loyalty specifically among international and local travellers. This is one of the first few studies providing empirical evidence and discussions in this area.

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