Does brand love matter to casual restaurants? A multi-group path analysis

ABSTRACT

Previous research indicates that just satisfying customers is insufficient for retaining loyalty. Therefore, this research explores how to inspire and retain loyalty by adding an important construct, brand love, to the value-satisfaction-loyalty chain. Data were collected from guests of casual dining restaurants. The measurement scales adopted in this research were derived from the previous literature and adapted to the restaurant context. A multi-group path analysis was conducted to investigate whether the effects of brand love varied with gender, age, and income groups. This research confirmed that brand love is the outcome of excellent perceived value and a high level of satisfaction, and brand love is more important than perceived value and satisfaction in inspiring revisit intentions. This investigation emphasizes the importance of brand love for certain segments: women, Generation Xers, and people with higher incomes. It fills a gap in the literature by including brand love in the value-satisfaction-loyalty framework.

先前的研究表明，仅仅满足客户要求不足以保持忠诚度. 因此，本研究探讨了如何通过为价值满意度-忠诚链添加重要的结构、品牌爱来激发和保持忠诚. 数据是从休闲餐厅的客人那里收集的. 本研究采用的测量尺度取自以前的文献，并适应了餐厅的情况. 进行了多组路径分析，以调查品牌爱情的影响是否随性别、年龄和收入群体而变化. 本研究证实，品牌爱是卓越感知价值和高度满意度的结果，品牌爱在激发重温意图时比感知价值和满足更重要. 这项调查强调了品牌爱对某些细分市场的重要性：女性、X世代和高收入者. 它通过将品牌爱包括在价值-满意度-忠诚框架中来填补文学空白.

KEYWORDS:

• Brand love
• casual dining restaurants
• customer loyalty
• perceived value
• satisfaction