Effect of Dimensions of Service Quality on the Brand Equity in the Fast Food Industry (original) (raw)
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ijbmm, 2019
The purpose of this study is to find out how service quality, brand image, and product quality affect customer loyalty through customer satisfaction. This study is a census-based study, the object of research used in this study were 100 respondents. The research method used in this research is descriptive analysis, and data analysis techniques used are correlation analysis techniques and SEM (structural equation model). Correlation analysis technique to determine the relationship between independent variables on the dependent variable. The tool used to process and analyze data in this study is Smart PLS version 3.0. The results show that service quality, brand image, and product quality have a positive and significant effect on customer loyalty through customer satisfaction.
Review of European Studies, 2016
The aim of this study was to investigate the relationship between brand equity, customer’s satisfaction and brand loyalty. The study was a descriptive and in term of purpose is applied and in term of data collection will also be considered field. Data collection tool was questionnaire consisting of 21 questions to measure the research variables. The validity by professors and experts and its reliability by using Cronbach’s alpha was reviewed and approved. The study population consisted of students at Islamic Azad University who were customers of restaurants and fast food in Rasht city. Using the Cochran formula final study sample 420 subjects was studied. In order to test the hypothesis structural equation modeling was used. The results showed that brand equity has a significant relationship with rate of 0.18 with a customer’s satisfaction. As well as customer’s satisfaction is related to customer’s loyalty with rate of 0.88. Among the aspects brand equity as ideal inner satisfactio...
In the present situation of turmoil in global markets, competition without having strategic planning and strategic management, time management and quality management will not be successful. On the other hand, having a strong brand, advertising and marketing, are other complementary factors. Today, strong brand and its values are the most important factors in marketing and consumer attraction. Thus, identifying those marketing activities that particularly improve the brand equity in enterprises can be effective in successfulness of enterprises in the competitive environment. This study by emphasizing on the model of Aaker and Joachimsthaler, investigated the effects of services marketing mix (including: price, product, place, promotion, physical evidence, process, people) on the four dimensions of brand equity (including: perceived quality, brand loyalty, brand awareness and brand association). Required data was collected by using questionnaire was answered by customers of ten Etka chain stores of Tehran. To analyze the research model structural equation modeling (SEM) and regression test was used. The results show, high and strong reliability between service marketing mix and dimension of brand and the fitness indicators obtained for the research conceptual model show high reliability of the model for explaining the relationship between variables and key components.
2016
This paper was designed to examine the effect of customer service on brand equity of restaurant industry in Malaysian market. Past literature reveals that there are limited researches on this topic, particularly in Asian context. Therefore, the data in this study were collected from a sample of 293 customers of international fast food restaurants in East Coast region of Malaysia using convenience sampling technique. Data collection was done during different times of the day through personal administration of a designed questionnaire to the targeted respondents. The collected data were analysed using structural equation modelling on AMOS 18. The findings indicated that customer service has a significant positive effect on overall brand equity. The findings of this study also revealed that customer service has a significant positive effect on all of the dimensions of brand equity, namely brand loyalty, brand image, brand preference, and brand leadership. These results build upon the i...
How service quality influences brand equity
International Journal of Bank Marketing, 2013
PurposeThe aim of this study is to test a holistic model that investigates the direct influence of service quality on building consumer based brand equity, along with the mediating role of corporate credibility and perceived value.Design/methodology/approachA self‐administrated questionnaire was used to collect data from the customers of local and foreign banks in the Islamabad and Rawalpindi regions of Pakistan. The hypothesized relationships were tested using structural equation modeling procedure.FindingsThe results suggest that perceived value and corporate credibility fully mediate the relationship between perceived service quality and consumer based brand equity.Practical implicationsThis study is managerially important for two reasons. First, it will help managers to focus on a more integrated and holistic approach in building consumer based brand equity of their service firms. Second, it will provide clear guidelines for managers regarding how investments in different aspect...
International Journal of Business and Management Invention (IJBMI), 2023
The impact of perceived service quality on brand equity is a subject of ongoing debate in academic literature. This article aims to examine the effects of service quality dimensions on brand equity in Turkish telecommunication companies. The study develops a reliable instrument to measure customer-perceived service quality, incorporating both service delivery and technical quality aspects. Data was collected from a convenience sample of 513 mobile phone service users in Istanbul, with 395 valid questionnaires used for analysis. Through confirmatory factor analysis, a six-dimensional service quality instrument was empirically tested for reliability and construct validity. The findings indicate a significant direct impact of service quality on brand equity, mediated through five dimensions: network quality, responsiveness, tangibles, reliability, and empathy. Notably, there was no direct effect of assurance on brand equity. This research provides valuable guidance for companies to improve their service quality and assess the effect of their efforts on brand equity. The study emphasizes the importance for telecommunication companies to prioritize improving service quality dimensions to enhance customer-based brand equity.
Binus Business Review
Along with the increasing number of fast food restaurant (FFR), the level of competition has also increased. Business owners and managers of FFR are required to provide quality services and products to maintain their existence. Product and service quality and customer satisfaction have a close relationship with company profits. Customer satisfaction is determined by customers’ perceptions regarding product or service performance to meet customer expectations. The research aimed to determine the factors that influenced customer satisfaction of the FFR. The research was conducted in FFR in Jabodetabek using a descriptive approach with survey methods and convenience sampling techniques. Using the Structural Equation Model (SEM), the researchers analyzed several factors that influenced customer satisfaction: service and product quality. The results illustrate that service quality affects customer satisfaction. Satisfied customers will revisit the FFR. However, product quality has no dir...
The real value is not inherent in the product or service; rather, it is the brand that is associated with the real value in customers' minds. Increasing competition has resulted in more attention to the specific value of the brand, particularly from the viewpoint of the customers. The reason is that their success depends upon attracting and keeping customers. In this context, customer satisfaction and loyalty and identifying influential factors are of great importance. Customer satisfaction and loyalty indicates positive attitude and commitment of the customer toward brand and their buying intention in future. In this study, Keller's constructs of the pyramid of brand equity, including brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance, are investigated and their relations with brand equity, as well as their effect on customer loyalty and satisfaction in ETKA chain stores are determined. The statistical population of the present study is all customers of ten main branches of ETKA chain stores in Tehran. The data were collected by administering questionnaire. The population consisted on 385 randomly selected individuals. The research hypotheses were tested through Structural Equation Modeling and the final model was confirmed. The findings of the study revealed that only the relationships between brand imagery and customer loyalty, and brand resonance and brand equity were not significant, and all other relationships were significant. Also, fit indices obtained for the conceptual model refer to the high validity of the model in explaining the relations among variables.
2020
The aim of this paper is develop of a model for measure service quality factors in Servqual model and brand loyalty in respect to switching costs variable in relationship between two service quality and brand loyalty. This research is valuable for managers, especially for brand measures, marketers, as well as for academics and other researchers. managers are able to render this model for determination of switching costs in relationship between two: brand loyalty and service quality variables. This research has been done on the basis of last research. The results of this study have shown that in addition 5 factors of Servqual model (responsiveness, empathy, assurance, reliability, tangibles) which is considered as an affective factor of service quality. If we want to discuss about vitality, tangible variable is known as the most important influencing factor on brand loyalty and Responsiveness variable, assurance, empathy and reliability are in the next level of importance. According ...
Assessing Customer-based Brand Equity Ratings in Family Restaurant
Procedia Economics and Finance, 2016
Due to customer's changing demand and increased competition among restaurants, brand has become vital for the business to succeed. One of the strategies is to focus on improving their brand to add value to the restaurants. Brand equity holds the key element of differentiation among competitors and this has been regarded as valuable asset. This study employed four dimensions of customer-based brand equity; brand loyalty, perceived quality, brand awareness and brand association in determining the customer-based brand equity ratings. The study was conducted in three different family restaurant brands in Klang Valley with 349 usable questionnaires were analyzed by using one-way ANOVA. The Scheffe's test result proved that The Chicken Rice Shop was significantly different from others and obtained a higher brand equity rating (M=5.17, SD=.81). However, Pizza Hut (M=4.51, SD=.97) and Rasamas (M=4.30, SD=1.12) did not significantly different to each other. The implications and recommendations for restaurant operators and practitioners were also highlighted.