The Effect of Brand Image and Service Quality on Southern Taiwan's Chain Restaurant Consumers' Repurchase

IntentionsJessie Liu

Introduction Problem

People are too busy to cook

More money to pay for delicacy

Dependence on restaurants increase

Restaurant industry grows sharply & competitive

Difficult to manage

Introduction Motivation

Become competitive

Understand customer behavior

Brand Image

Service Quality

No research discussing customer behavior of chain restaurant

in Southern Taiwan

Research Question

From Southern Taiwan customer’s perspective

Brand image have impact on repurchase intention?

Service quality have impact on repurchase intention?

Background Food and beverage industry in Taiwan

Literature Review

Brand Image Customer Satisfaction Repurchase

Intention

Chen (2012)

Häagen-Dazs in Taiwan

Brand Image AFFECT Repurchase Intention

mutual relationship

Literature Review

Parasuraman, Zeithaml, and Berry (1988)

Service quality is an intangible concept

Huang, Chen, and Huang (2010)

T.G.I. Fridays restaurant in Taipei

Service Quality AFFECT Repurchase Intention

Theoretical Framework Sunyansanoa, Farquhar, and Czarnecka (nd)

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

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

Survey Participants Amounts Responses %

Gender Male

Female

29

82

26.1%

73.9%

Age

Under 18

18-29

30-39

40-49

50 or older

11

66

20

3

11

9.9%

59.5%

18.0%

2.7%

9.9.%

Occupation

Civil servant

Business person

Service person

Student

Retired

Others

10

12

31

39

5

14

9%

10.8%

27.9%

35.1%

4.5%

12.6%

Education Level

Under senior high school

Senior high school

University / College

Postgraduate or above

8

25

70

8

7.2%

22.5%

63.1

7.2%

Income

< 20,000

20,001-40,000

40,001-60,000

60,001-80,000

> 80,001

52

40

7

4

8

46.8%

36.0%

6.3%

3.6%

7.2%

Place of Resident

Chiayi

Tainan

Kaoshiung

Pingtung

Penghu

27

20

55

6

3

24.3%

18.0%

49.5%

5.4%

2.7%

Result Cross-tab of Frequency of Repurchase vs. Brand Satisfaction

Positive relations between satisfaction of the brand and the repurchase intention

Q9.9 Brand Satisfaction

Total Strongly

Agree Agree Neutral Disagree

Strongly

Disagree

Q8

Frequency of

repurchase

Never

Seldom

Sometimes

Usually

2

7

9

8

1

16

30

7

1

8

9

1

1

3

0

0

8

0

0

0

13

34

48

16

Total 26 54 19 4 8 111

Result. Cross-tab of Efficiency of Service vs. Service

Satisfaction

Q10.15 Service Satisfaction

Total

Strongly

Agree Agree Neutral

Strongly

Disagree

Q10.1 Waiters

quickly attend

to me when I

walk into the

restaurant.

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

30

2

0

0

1

10

32

9

2

0

1

8

7

1

0

0

0

0

0

8

41

42

16

3

9

Total 33 53 17 8 111

Cross-tab of Repurchase Frequency vs. Service Satisfaction

Result

Q10.15 Service Satisfaction

Total

Strongly

Agree Agree Neutral

Strongly

Disagree

Q8 How often

do you

repurchase in

this restaurant

Never

Seldom

Sometimes

Usually

2

9

15

7

1

18

27

7

2

7

6

2

8

0

0

0

13

34

48

16

Total 33 53 17 8 111

DiscussionThe 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

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

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)

Thanks for your attention