Moderating Effect of Brand Equity on Relationship Quality in Chain Restaurant Industry: A Conceptual Paper

DOI

10.2991/icibet.2013.203How to use a DOI?

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.

Copyright

© 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/).

Download article (PDF)

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  -