The factors influencing customer loyalty to restaurant brands in the catering industry of Henan Province a case study of time-honored brands

Name: Xing Xiangsong

keyword: Independent Study

ThaSH: Decision making

Classification :.DDC: 647.95

; restaurant brands

ThaSH: Parties

; customer loyalty

ThaSH: Restaurants

; time-honored brands

ThaSH: Restaurant management

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.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Ma Yu

Role: Advisor

Created: 2567

Modified: 2568-05-23

Issued: 2568-05-23

วิทยานิพนธ์/Thesis

application/pdf

tha

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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