A study on the relationship between the brand image and customer satisfaction in the catering businesses

Abstract

Facing with keenly competitive environment and vigorous change, sparing no efforts to keep customers has become the objectives of competition and the rare resources for catering businesses. Through service innovation, catering businesses gain the most trust of customers, win the extensive support of the society, and set up the brand image completely to acquire customers’ satisfaction and loyalty, as well as treat customers as existent value, the premise of the existence, and the foundation of development. This research aims to analyze the relations between brand image and customer satisfaction in catering industry. The samples contained the consumers who had the consuming experiences in the chain stores of a catering business. Questionnaires were distributed in the major business areas in Taipei City. With convenience sampling, 360 questionnaires were distributed and 264 were valid with the retrieval rate (73.33%). Having empirical analysis, brand value and brand characteristics presented positive relations to customer satisfaction, while brand association did not reveal notable relations. In addition, some demographic variables appeared interference on brand image and customer satisfaction in catering industry. The research findings are expected to provide some suggestions and reference for catering businesses. Key words: Brand image, customer satisfaction, brand value, brand characteristic, brand association.