This study is to investigate the relationship between hotel brand and food quality using the Brand Identity Prism (BIP) model in the context of food service industry that has never been directly tested before. The attributes (physical, relationship and reflection) of BIP in food service industry which focusing on the food quality served at hotel restaurants are validated. A quantitative approach using questionnaire survey was conducted with a total of 129 hotel restaurants guests from four of five star rated hotels in Kuala Lumpur, Malaysia. The result indicated that there was a significant relationship between hotel brand identity and food quality.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.