Consumer loyalty in the restaurant industry ‐ a preliminary exploration of the issues

Consumer loyalty in the restaurant industry ‐ a preliminary exploration of the issues This article looks at the outcome of a questionnaire designed to explore factors relevant to engendering consumer loyalty in restaurant choice. The sampling frame comprises people with relatively homogeneous characteristics who dine out with some frequency. The overall objective was to question certain assumptions that have become current in academic discussions of consumer behaviour with particular relevance to consumer loyalty. Findings suggest that the quality and range or type of food are key determinants in consumer loyalty, but that the concept of “quality of food” offers a range of interpretations and thus requires more careful investigation. Additionally, the concept of the “meal experience” as a holistic abstraction in the consumer’s mind is called into question as a consequence of the analysis. Tangible rather than intangible factors are identified as being of greater importance in consumer loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Consumer loyalty in the restaurant industry ‐ a preliminary exploration of the issues

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0959-6119
DOI
10.1108/09596119810222104
Publisher site
See Article on Publisher Site

Abstract

This article looks at the outcome of a questionnaire designed to explore factors relevant to engendering consumer loyalty in restaurant choice. The sampling frame comprises people with relatively homogeneous characteristics who dine out with some frequency. The overall objective was to question certain assumptions that have become current in academic discussions of consumer behaviour with particular relevance to consumer loyalty. Findings suggest that the quality and range or type of food are key determinants in consumer loyalty, but that the concept of “quality of food” offers a range of interpretations and thus requires more careful investigation. Additionally, the concept of the “meal experience” as a holistic abstraction in the consumer’s mind is called into question as a consequence of the analysis. Tangible rather than intangible factors are identified as being of greater importance in consumer loyalty.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Jul 1, 1998

Keywords: Consumer behaviour; Customer loyalty; Food; Restaurants

References

  • Gastrosophy and nouvelle cuisine: entrepreneurial fashion and fiction
    Gillespie, C.H.

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