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Jessie Liu

The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase Intentions. Jessie Liu. Introduction. Problem P eople are too busy to cook More money to pay for delicacy  Dependence on restaurants increase

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Jessie Liu

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

  2. Introduction • Problem People are too busy to cook More money to pay for delicacy  Dependence on restaurants increase  Restaurant industry grows sharply & competitive  Difficultto manage

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

  4. Research Question • From Southern Taiwan customer’s perspective • Brand image have impact on repurchase intention? • Service qualityhave impact on repurchase intention?

  5. Background • Food and beverage industry in Taiwan

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

  7. Literature Review • Parasuraman, Zeithaml, and Berry (1988) Service quality is an intangibleconcept • Huang, Chen, and Huang (2010) T.G.I. Fridays restaurant in Taipei Service Quality AFFECT Repurchase Intention

  8. Theoretical Framework • Sunyansanoa, Farquhar, and Czarnecka (nd)

  9. Theoretical Framework • Yap Sheau Fen and Kew Mei Lian (nd)

  10. 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

  11. Survey Participants

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

  13. Result. • Cross-tab of Efficiency of Service vs. Service Satisfaction

  14. Result • Cross-tab of Repurchase Frequency vs. Service Satisfaction

  15. 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

  16. 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

  17. 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)

  18. Thanks for your attention

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