Employees' Perceptions of Restaurant Brand Image

Abstract

This study examined how employees perceive restaurant brand image and the factors that affect those perceptions. An extensive review of the literature indicated a need for a better understanding of this area, which is related to both employee training and job satisfaction, and how it affects a restaurants brand image. Using survey data collected from employees in casual-dining chain restaurants, the study investigated employee attitudes toward the restaurant brand image, employees' perceptions of their job satisfaction and employee training, and demographic characteristics. Regression analysis results showed that employees' job satisfaction, overall attitude on the value of employees' training, and working conditions were significant contributors for building positive brand image for employees in casual-dining restaurants. In addition, one-way analysis of variance results indicated that differences in gender and educational level for employees had a significant impact on employees' attitudes toward brand image.