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Viphasiri Jantasri. The impacts of restaurant innovativeness and nostalgia on brand loyalty with perceived service quality as a mediator. Doctoral Degree(Business Administration). Kasetsart University. Office of the University Library. : Kasetsart University, 2019.
The impacts of restaurant innovativeness and nostalgia on brand loyalty with perceived service quality as a mediator
a study of the Thai Chain restaurant's diners
Name: Viphasiri Jantasri
Classification :.LCCS: TX911.2
LCSH:
Restaurants
-- Technological innovations
LCSH:
Restaurants
-- Thailand
LCSH:
Customer services
LCSH:
Nostalgia
LCSH:
Brand loyalty
Abstract:
This study attempts (1) to determine the impacts of restaurant innovativeness and nostalgia to brand loyalty (2) to investigate the role of restaurant innovativeness and nostalgia to service quality (3) to discover the influence of service quality to brand loyalty (4) to examine the impact of restaurant innovativeness and nostalgia to brand loyalty through the mediating effect of service quality among Thai chain Restaurants Diners. The variables in this investigation consisted of the following, restaurant innovativeness and nostalgia as the independent variables; service quality as mediating variables and brand loyalty as dependent variable. The researcher applied quantitative methods which involved empirical research. The instrument of research was a questionnaire used to collect data from 462 customers of 13 selected restaurants. These were analyzed using a Structural Equation Modeling (SEM) approach. Results showed that the model was consistent with the empirical data. The findings indicated support for all of hypothesized impacts in the expected direction. The structural equation model with standardized regression weights and coefficient of determination (R2) values (.514) could be interpreted that restaurant innovativeness and nostalgia had impact on brand loyalty through service quality 51.4%. The results of the research can be used as a model for (i) understanding how brand loyalty is influenced by such factors as restaurant innovativeness, nostalgia and service quality, (ii) providing recommendations for restaurants as service providers on how to increase brand loyalty, (iii) getting more understanding of the effects and influences of brand loyalty, restaurants will consequently increase sale volume, frequency visit and intention to revisit, and (iv) being valuable for the government in setting up policies, which can boost the restaurant business in Thailand.
Kasetsart University. Office of the University Library
Address:
Bangkok
Email:
tdckulib@ku.ac.th
Name: Thongchai Srivardhana
Role:
Thesis Advisor
Name: Sawat Wanarat
Role:
Thesis CO-Advisor
Name: Tipparat Laohavichien
Role:
Thesis CO-Advisor
Created:
2019
Modified:
2025-07-11
Issued:
2025-07-11
วิทยานิพนธ์/Thesis
application/pdf
URL: https://www.lib.ku.ac.th/KUthesis/2562/viphasiri-jan-all.pdf
CallNumber:
TX911.2 .V57
eng
Spatial:
Thailand
DegreeName: Doctor of Philosophy
Level: Doctoral Degree
Descipline: Business Administration
Grantor: Kasetsart University
©copyrights Kasetsart University
RightsAccess:
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0.032475 วินาที
Viphasiri Jantasri
| Title | Contributor | Type |
|---|---|---|
| The impacts of restaurant innovativeness and nostalgia on brand loyalty with perceived service quality as a mediator
มหาวิทยาลัยเกษตรศาสตร์ Viphasiri Jantasri | Thongchai Srivardhana | วิทยานิพนธ์/Thesis |
Thongchai Srivardhana
| Title | Creator | Type and Date Create |
|---|---|---|
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| Customer perception on Thai passenger car's brand identity-case of toyota and MG
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| The impacts of restaurant innovativeness and nostalgia on brand loyalty with perceived service quality as a mediator
มหาวิทยาลัยเกษตรศาสตร์ Thongchai Srivardhana | Viphasiri Jantasri | วิทยานิพนธ์/Thesis |
Sawat Wanarat
| Title | Creator | Type and Date Create |
|---|---|---|
| Factors affecting supply chain integratiion and logistics performances for automotive parts manufacturing companies in Thailand
มหาวิทยาลัยเกษตรศาสตร์ Sawat Wanarat;Tipparat Laohavichien;Nawin Minakan | Chanakiat Samarnbutra | วิทยานิพนธ์/Thesis |
Tipparat Laohavichien