Tuan, Lo Ying and Jusoh, Ahmad (2013) Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper. In: Proceedings Of The 2013 International Conference On Information, Business And Education Technology (ICIBET 2013).
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Official URL: http://dx.doi.org/doi:10.2991/icibet.2013.203
Abstract
The purpose of this paper is to discuss at a conceptual level on the moderating effect of brand equity on relationship quality in the chain restaurant industry. A conceptual model of relationship quality expanded with brand equity construct is proposed. The paper finds brand equity moderates the relationship between patrons’ dining experience and relationship quality in achieving customer loyalty. The paper hopes to provide managers in services, particularly those in the restaurant industry, relevant information to assist in improving their relationship marketing programs.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Management |
| ID Code: | 51177 |
| Deposited By: | Haliza Zainal |
| Deposited On: | 27 Jan 2016 01:53 |
| Last Modified: | 17 Sep 2017 08:12 |
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