Cover Image

Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper

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 rel...

Full description

Saved in:
Bibliographic Details
Main Authors: Tuan, Lo Ying, Jusoh, Ahmad
Format: Conference or Workshop Item
Published: 2013
Subjects:
HD Industries. Land use. Labor
Online Access:http://eprints.utm.my/id/eprint/51177/
http://dx.doi.org/doi:10.2991/icibet.2013.203
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.utm.51177
record_format eprints
spelling my.utm.511772017-09-17T08:12:40Z http://eprints.utm.my/id/eprint/51177/ Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper Tuan, Lo Ying Jusoh, Ahmad HD Industries. Land use. Labor 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. 2013 Conference or Workshop Item PeerReviewed Tuan, Lo Ying and Jusoh, Ahmad (2013) Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper. In: Proceedings Of The 2013 International Conference On Information, Business And Education Technology (ICIBET 2013). http://dx.doi.org/doi:10.2991/icibet.2013.203
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HD Industries. Land use. Labor
spellingShingle HD Industries. Land use. Labor
Tuan, Lo Ying
Jusoh, Ahmad
Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
description 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.
format Conference or Workshop Item
author Tuan, Lo Ying
Jusoh, Ahmad
author_facet Tuan, Lo Ying
Jusoh, Ahmad
author_sort Tuan, Lo Ying
title Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
title_short Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
title_full Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
title_fullStr Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
title_full_unstemmed Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
title_sort moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper
publishDate 2013
url http://eprints.utm.my/id/eprint/51177/
http://dx.doi.org/doi:10.2991/icibet.2013.203
_version_ 1643652962401124352
score 13.15806

Similar Items