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 TaiwanBrand 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