Title: The Factors Influencing Customer Loyalty to Restaurant Brands in the Catering Industry of Henan Province – A Case Study of Time-Honored Brands
Author: Xing Xiangsong
Advisor: Dr. Ma Yu
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.184-193) Proceedings PDF
Abstract
As the products and services offered by the catering industry become increasingly homogenized and competition intensifies, the competition between catering enterprises has shifted from product competition to brand competition. Brand loyalty determines the value and influence of a brand, which in turn affects the establishment of its competitive advantage and market position. This study took the time-honored brands of Henan Province, China, as a case study to explore how these brands, under the impact of new catering trends, face challenges in realizing their brand value and to conduct a more comprehensive study of loyalty to time-honored brands.
The objectives of this study were: 1) To explore the key factors influencing customer loyalty to restaurant brands in Henan Province’s catering industry; 2) To examine the impact of brand service quality, brand perceived value, and brand image on customer loyalty to time-honored brands in Henan Province’s catering industry. A quantitative research method was employed to analyze data from a sample size of 300 respondents.
The research results show: 1) Customer loyalty to restaurant brands in Henan Province’s catering industry is influenced by service quality, brand perceived value, and brand image; 2) Brand service quality, brand perceived value, and brand image have a significant positive impact on customer loyalty.
In a highly competitive market environment, customers are the intangible assets of businesses. For restaurant brands, understanding the key factors that influence customer loyalty is a critical element in gaining a competitive advantage in the catering industry. By studying customer loyalty, restaurant brands can better understand and meet customer needs, continuously improve and optimize their offerings, accelerate brand extension, expand the influence of time-honored brands, enhance brand awareness, and provide momentum for long-term sustainable development.
Keywords: restaurant brands, customer loyalty, time-honored brands
The Factors Influencing Customer Loyalty to Restaurant Brands in the Catering Industry of Henan Province – A Case Study of Time-Honored Brands /
6517195829 Xing Xiangsong 2567 (2024) The Factors Influencing Customer Loyalty to Restaurant Brands in the Catering Industry of Henan Province – A Case Study of Time-Honored Brands สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University