Typical family restaurant and tourist area: A case study on the impact of the brand in customer loyalty
DOI:
https://doi.org/10.25145/j.pasos.2011.09.036Keywords:
Brand personality, Restaurant, Emotion, Customer satisfaction, LoyaltyAbstract
The objective of this research is to analyze the effect of brand personality of a restaurant in the client’s emotions (positive and negative), customer satisfaction and brand loyalty, using structural equation models. The research also examines the applicability of the model in the fivefactor in brand personality scale for a restaurant. Empirical data were collected with the use of questionnaires in six typical restaurants of Campos de Jordão-SP. This research confirms five personality dimensions typi- cal of a tourist-focused restaurant. Also, the results suggest that emotions directly impact customer sa- tisfaction and brand loyalty. In this way, entrepreneurs will gain much with a constant accompaniment of the perceptions of customers regarding the brand and the personality of the restaurant.
Downloads
References
Aaker, D. A. 1996. “Measuring brand equity across products and markets”. California Management Review, 38(3):102-120.
Aaker, J. L. 1997. “Dimensions of brand personality”. Journal of
Marketing Research,34(3): 347-356. Anderson, J. C.; Gerbing, D. W. 1992. “Assumptions and comparative strengths of the two-step approach”. Sociological Methods and Re- search, 30(3): 321-333.
Back, K. J. 2005. “The Effects of Image Congruence on Hotel Customers' Brand Loyalty”. Journal of Hospitality and Tourism Research, 28(4): 448-467.
Bagozzi, R. P., Gopinath, M.; Nyer, P. U. 1999. “The role of emotions in marketing”. Journal of the Academy of Marketing Science, 27(2): 184-206.
Bagozzi, R. P.; YI, Y. 1988. “On the evaluation of structural equation models”. Journal of the Academy of Marketing Science,
(1): 74-94.
Baker, J., Grewal, D.; Levy, M. 1992. “An experimental approach to making retail store environmental decisions”. Journal of Retailing,
(4): 45-460.
Barsky, J. D.; Nash, L. 2002. “Evoking emotion: Affective keys to hotel loyalty”. Cornell Hotel and Restaurant Administration Quar- terly, 43(1): 39-46.
Batra, R.; Holbrook, M. B. 1990.”Developing a typology of affective responses to advertising”. Psychology and Marketing 7: 11-25. Becker C., Murrmann, S. K., Murrmann, K. F.,&
Cheung, G. W. 1999. “A pan-cultural study of restaurant service expectations in the United States and Hong Kong”. Journal of Hospitality & Tourism Research, 24(4): 526-538.
Biel, A. 1993. “Converting image into equity”. In D. A. Aaker & A. L. Biel (Eds.), Brand equity and advertising (pp.
-81). Hillsdale, NJ: Lawrence Erlbaum.
Bitner, M. J. 1990. “Evaluating service encounters: The effects of physical surroundings and employee responses”. Journal of Marketing, 54(2): 69-82.
Bollen, K. A. 1989. Structural equations with latent variables. Toronto, Ontario,Canada: Wiley.
Burke, B 1994. Position, personality, not price, should frame consumer messages. Brandweek, p.35-36.
Burt, J. 2010. “Opinion: Jaguar needs a new meow”. The San Diego Union-Tribune. http://www3.signonsandiego. com/news/business/ 05/13/2010.
Cronin, J. J.; Taylor, S. A. 1992. “Measuring service quality: A reexamination and extension” . Journal of Marketing, 56(3): 55-68.
D’astous, A.; Lévesque, M. 2003. “A scale for measuring store personality”. Psycho- logy & Marketing, 20(5): 455-469.
Davidow, W. H., & Uttal, B. 1989. Total customer service: The ultimate weapon. New
York: Harper & Row. Ruyter, K., & Bloemer, J. 1999. “Customer loyalty in extended service settings: The interaction between satisfaction, value attainment and positive mood”. International Journal of Service Industry Management, 10(3): 320-336.
Desai, K. K.; Mahajan, V. 1998.”Strategic role of affect-based attitudes in the acquisition, development, and retention of custo- mers”. Journal of Business Research, 42(3): 309-324.
Dubé, L.; Menon, K. 1993.”Multiple roles of consumption emotions in post- purchase satisfaction with extended service tran- sactions”. International Journal of Service Industry Management, 11(3): 287-304.
Eagly, A. C.; Chaiken, S. 1993. The psychology of attitudes. Dallas, TX: Harcourt.
Faria, M.S.A; Tachizawa, T. 2008. Criação de novos negócios:gestão de micros e pequenas empresas. São Paulo. FGV.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J.;& Bryant, B. E. 1996. “The American customer satisfaction index: Nature, purpose, and findings”. Journal of Marketing,
(4): 7-18.
Gilbert, G. R.; Veloutsou, C. 2006.”A cross-industry comparison of customer satisfaction”. Journal of Services Marketing, 20(5): 298-308.
Hair, J.F., Anderson, R. E., Tatham, R. L.; Black, W. C. 1998. Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.
Han, H. & Back, K. J. 2007.”Investigating the effects of consumption emotions on customer satisfaction and repeat visit intentions in the lodging industry”. Journal of Hospitality Marketing & Management, 15(3): 5-30.
Hsu, C. 2009. Hospitality and tourism education in Asia-Pacific: Trends,developments and a look into the future. Paper presented at 2009 I-CHRIE Conference, San Francisco, CA.
Izard, C. E., Libero, D. Z., Putnam, P.; Haynes, O. M. 1993.”Stability of emotion experiences and their relations to traits of personality”. Journal of Personality and Social Psychology, 64(5): 847-860.
Jiang, W., Dev, C. S.; Rao, V. R. 2002.”Brand extension and customer loyalty”. Cornell Hotel and Restaurant Administration Quarterly, 43(1): 5-16.
Larson, D. 2002.”Building a brand’s personality from the customer up”. Direct Marketing, 65(6): 17-21.
Laverie, D., Kleine, R. E., Iii; Kleine, S. S. 1993. Linking emotions and values in consumption experiences: An exploratory study. in Advances in Consumer Research, Vol. 20, ed. Leigh McAlister and Michael L. Rothschild, Provo, UT: Association for Consumer Research, p.70-75.
Lee, C. K., Lee, Y. K.; Lee, B. K. 2005.”Korea’s destination image formed by the 2002 World Cup”. Annals of Tourism Research, 32(4): 839-858.
Lee, H., Lee, Y.; Yoo, D. 2001.”The determinants of perceived service quality and its relationship with satisfaction”. Journal of Services Marketing, 14(3): 217-231.
Maassen, G. H.; Bakker, A. B. 2001.”Suppressor variables in path models: Definition and interpretation”. Sociological Methods & Re- search, 39(2): 241-270
Machleit, K.A.; Eroglu, S.A. 2000.”Describing and measuring emotional response to shopping experience”. Journal of Business Research, 49: 101-111.
Mattila, A. S.; Enz, C. A. 2002.”The role of emotions in service encounters”. Journal of Service Research, 4(4): 268.
Mattila, A. S., & Patterson, P. G. 2004. “Service recovery and fairness perceptions in collectivist and individualist contexts”. Journal of Service Research, 6(4), 336-346.
McCrae, R. R., Costa, P.T., Ostendorf, F., Angleitner, A., Hrebícková, M., Avia, M.D., et al. 2000.”Nature over nurture: temperament, personality, and life span development”. Journal of Personality and Social Psychology, 78(1): 173-186.
Meyer, G. J.; Shack, J. R. 1989.”Structural convergence of mood and personality: Evidence for old and new directions”. Journal of Personality and Social Psychology, 57(4): 691-706.
Morris, J. D., Woo, C., Geason, J.; Kim, J. 2002.”The Power of Affect: Predicting Intention”. Jour- nal of Advertising Research, 42(3): 7-17.
Oh, H. 2005.”Measuring affective reactions to print apparel advertisements: A scale development”. Journal of Fas- hion Marketing and Management, 9(3), p.283-305.
Oliver, R. L. 1997. Satisfaction: A behavioral perspective on the consumption. New York: McGraw-Hill.
Parasuraman, A., Zeithaml, V. A.; Berry, L. L. 1994.”Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research”. Journal of Marketing, 58(1): 111-124.
Park, B. 1986.”A method for studying the development of impressions in real people”. Journal of Personality and Social Psychology, 51(5): 907-917.
Plutchik, R. 1984.”Emotions: A general psychoevolutionary theory”. In K. R. Scherer & P. Ekman Approaches to emotion (p.197-219). Hillsdale, NJ: Lawrence Erlbaum.
Randall, G. 1997. Branding, marketing in action series. London: Kogan Page.
Rust, R.; Zahorik, A. J. 1993.”Customer satisfaction, customer retention, and market share”. Journal of Retailing, 69(2): 193-215.
Siguaw, J. A., Mattila, A.; Austin, J. R. 1999.”The brand-personality scale: An application for restaurants”. Cornell Hotel and Restaurant Admi- nistration Quarterly, 40(3): 48-55.
Smith, R. E.; Swinyard, W. R. 1988.”Cognitive response to advertising and trial: Belief strength, belief confidence and product curiosity”. Journal of Advertising, 17(3): 3-14.
Spreng, R. A., Mackenzie, S. B.; Olshavsky, R. W. 1996.”A reexamination of the determinants of consumer satisfaction”. Journal of Marketing, 60(3): 15-32.
Spreng, R. A.; Mackoy, R. D. 1996.”An empirical examination of a model of perceived service quality and satisfaction”. Journal of Retailing, 72(2): 201-214.
Walsh, K. 2000. “A service conundrum”. Cornell Hotel and Restaurant Administration Quarterly, 41(5): 40-50.
Watson, D.; Clark, L. A. 1997.”Extraversion and its positive emotional core”. In R. Hogan, J. Johnson, & S. Briggs, Handbook of personality psychology (p.767-793). San Diego, Academic Press.
Wilson, A. 2002.”Attitudes towards customer satisfaction measurement in the etail sector”. International Journal of Market Research, 44(2): 213-222.
Yi, Y. 1990.”A critical review of consumer satisfaction”. In V. A. Review of marketing (p.68-123). Chicago: Ameri- can Marketing Association.
Yik, M. S. M. 2001.”Predicting the big two of affect from the big five of personality”. Journal of Research in Personality, 35(3): 247-277.
Yoo, C., Park, J.; Macinnis, D. J. 1998.”Effects of store characteristics and in-store emotional experiences on store attitude”. Journal of Business Research, 42(3): 253-263.
Yuksel, A., Kilinc, U. K., & Yuksel, F. 2006. “Cross-national analysis of hotel customers’ attitudes toward complaining and their complaining behaviors”. Tourism Management, 27(1): 11-24.
Zeithaml, V. A., Berry, L.; Parasuraman, A. 1996.”The behavioral consequences of service quality”.
Journal of Marketing, 60(2): 31-46.
Downloads
Published
How to Cite
Issue
Section
License
I confirm that the work is original (of my/our authorship), and that it will not be submitted to other journals or publications until the final resolution of the review process in PASOS, RTPC.
I authorize the publication of my work by PASOS, PSTN of free and open access in any of the formats that I deem appropriate, for an indefinite period of time and as a non-remunerated collaboration.
Likewise, the author(s) understands that the published work may be linked or deposited on any server or included in other publications (republication), provided that the new place and/or new edition references the original publication and acknowledges the authorship and copyright ownership of PASOS RTPC publications.
Authors understand that a plagiarism-self-plagiarism check will be performed, and the article may be removed at any time from the editorial flow.
