Dual pillars of hotel restaurant food quality satisfaction and brand loyalty

Abstract

Purpose The purpose of this paper is to investigate the impact of service quality (physical quality and staff behaviour) and brand equity (brand quality, brand awareness and brand image) on hotel restaurant food quality satisfaction and brand loyalty among international and local travellers in Malaysia. Design/methodology/approach A total of 354 valid questionnaires were collected to assess the measurement and structural model for reflective latent constructs using the two steps of covariance-based structural equation modelling. Findings The research findings suggest that while travellers’ nationality moderates the path between physical quality, staff behaviour and brand image on food quality satisfaction, it does not moderate the relationship between brand quality and brand awareness on food quality satisfaction. This finding further suggests that towards enhancing service quality and brand equity on food quality satisfaction and brand loyalty, managers should understand the important distinctions between international and local travellers. Originality/value Previous studies have mostly examined the impact of brand equity and service quality towards tourist satisfaction and very few studies have examined the impact of restaurant service quality and brand equity on consumer satisfaction and brand loyalty specifically among international and local travellers. This is one of the first few studies providing empirical evidence and discussions in this area.

Management of Tourist Destinations: The Expectations of Guests on eWOM Generation in Maldonado (Uruguay)

“…Summarizing Model 1, four causal relationships had positive and significant effects, as indicated in the scientific literature [6,16,17,27,37,[41][42][43][45][46][47][48][49][50][51][54][55][56]58]. A negative causal relationship was obtained between satisfaction and eWOM, with a lower-than-expected level of importance.…”

“…The relationship between service quality and consumer satisfaction has been quite extensively studied (e.g., [27,[41][42][43][44]), but at present, the fulfillment of technical requirements is not good enough, and consumers already expect something else, mainly to surprise them. This forces the research field to move from the most technical elements to the most psychological and emotional aspects of the tourist service.…”

The Role of Nationality and Hotel Class on Guests’ Satisfaction. A Fuzzy-TOPSIS Approach Applied in Saint Petersburg

“…The majority of the studies that analyse the guests' cultural differences are mainly based on primary data and statistical methods such as factor analysis (Chen and Tsai 2019;Kozak 2001;Pizam and Reichel 1996;Pizam and Sussmann 1995;Selma Ozdipciner et al 2012), t-tests (Chen and Tsai 2019;Pizam and Sussmann 1995;Schuckert et al 2015), analysis of variance (ANOVA) (Chen and Tsai 2019;Emir 2013;Pizam and Sussmann 1995;Selma Ozdipciner et al 2012), and structural equation model (SEMs) (Bihamta et al 2017;Chun et al 2018;Reisinger and Turner 2003;Turner et al 2002). Additionally, as we will analyse below, hotel guests' satisfaction has also been studied through hybrid multicriteria decision-making mathematical methods in which Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) have been applied jointly with fuzzy logic or machine learning (Martín et al 2018;Nilashi et al 2019).…”

Factors Determining City Brand Equity—A Systematic Literature Review

“…For example, brand loyalty, perceived quality, brand awareness, brand associations were identified in the study of 12 brands in three product categories (athletic shoes, film for cameras, and color television sets) [34]; six brands in two product categories (cars and televisions) [35]; and brands available in the Chinese sportswear category [5]. BE was also analyzed in relation to the hospitality industry as hotel BE [36][37][38][39][40][41][42][43][44], the catering industry as restaurant BE [43,[45][46][47], and the airline industry as airline BE [48][49][50]. The following elements were identified in the hotel BE research: brand loyalty [38,40,43,[51][52][53], brand awareness [38,40,42,52,54], brand associations [54], perceived quality [38,40,43,[51][52][53], brand image [38,40,42,43,[51][52][53].…”

“…Specific elements of the BE were also pointed out, i.e., corporate social responsibility [55], brand satisfaction [56], physical quality [42], staff behavior [42], as well as information and communication technology [57]. Research on restaurant services identified the following elements of restaurant BE: brand awareness [45][46][47]58], brand image [46,58], brand loyalty [47,58], brand association [45,47], quality expressed as brand quality [46], perceived quality [47,58], as well as food and service quality [45]. Brand trust, brand reputation [45], and green activities were also pointed as elements of restaurant BE [59].…”