Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes

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dc.authoridHancer, Murat/0000-0002-4356-7416
dc.authorwosiderkmen, ezgi/ABG-7373-2021
dc.contributor.authorErkmen, Ezgi
dc.contributor.authorHancer, Murat
dc.date.accessioned2024-07-18T20:47:14Z
dc.date.available2024-07-18T20:47:14Z
dc.date.issued2019
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractPurpose The purpose of this study is to examine the role of other customers in explaining customers' relation with a brand. A conceptual model, which incorporates other customers along with atmospherics, food quality and service quality, is proposed to better understand how customers form their brand preference for fine dining restaurants. Design/methodology/approach A quantitative research methodology, using structural equation modeling, was adopted to understand the role of other customers along with other restaurant attributes. Data were collected from the customers of fine dining restaurants resulting in 324 usable surveys. Findings The findings supported the sequential link for: restaurant experience attributes - brand relationship and brand preference. While all restaurant attributes except other customers explain the satisfaction of customers, only service quality and other customers played a significant role in forming the brand image in the minds of restaurant guests. Overall, this study acknowledged the importance of both other customers and employees in fine dining restaurants' branding. Research limitations/implications The results suggest that customers in servicescape have a significant role in creating a successful brand image for restaurants. Moreover, service quality is also key to achieve a unique image, thereby suggesting that employees could be a source of differentiation and competitive advantage by managing their brand related behaviors. Originality/value This research was one of the first to study the role of other customers in restaurant service experience along with other attributes to assess customers' brand relation and brand preference for fine dining restaurants.en_US
dc.identifier.doi10.1108/IJCHM-08-2017-0516
dc.identifier.endpage1487en_US
dc.identifier.issn0959-6119
dc.identifier.issn1757-1049
dc.identifier.issue3en_US
dc.identifier.startpage1469en_US
dc.identifier.urihttps://doi.org/10.1108/IJCHM-08-2017-0516
dc.identifier.urihttps://hdl.handle.net/11411/7739
dc.identifier.volume31en_US
dc.identifier.wosWOS:000466927600022en_US
dc.identifier.wosqualityQ1en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofInternational Journal of Contemporary Hospitality Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectOther Customersen_US
dc.subjectBrand Preferenceen_US
dc.subjectRestaurant İndustryen_US
dc.subjectPhysical-Environmenten_US
dc.subjectService Qualityen_US
dc.subjectModerating Roleen_US
dc.subjectBehavioral Intentionsen_US
dc.subjectPerceived Valueen_US
dc.subjectConsumer-Trusten_US
dc.subjectLoyaltyen_US
dc.subjectSatisfactionen_US
dc.subjectImpacten_US
dc.subjectAtmosphericsen_US
dc.titleBuilding brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributesen_US
dc.typeArticleen_US

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