Moderating Effect of Brand Equity on Relationship Quality in Chain Restaurant Industry: A Conceptual Paper
Ying Tuan Lo, Ahmad Jusoh
Ying Tuan Lo
Available Online March 2013.
- 10.2991/icibet.2013.203How to use a DOI?
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.
- © 2013, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ying Tuan Lo AU - Ahmad Jusoh PY - 2013/03 DA - 2013/03 TI - Moderating Effect of Brand Equity on Relationship Quality in Chain Restaurant Industry: A Conceptual Paper BT - Proceedings of the 2013 International Conference on Information, Business and Education Technology (ICIBET 2013) PB - Atlantis Press SP - 935 EP - 938 SN - 1951-6851 UR - https://doi.org/10.2991/icibet.2013.203 DO - 10.2991/icibet.2013.203 ID - Lo2013/03 ER -