Abstract
Abstract This research study analyzes the effect of extrinsic product cues (store name, brand name, price) and customer service on restaurant image of Khyber Pakhtunkhwa (KPK), Pakistan. The self-administered questionnaire was distributed among the customers of six well known restaurants of two cities of KPK, Pakistan. The names of these two cities are Peshawar and Kohat. This research study uses regression and correlation techniques in order to analyze the relationship as well as effect between extrinsic product cues (store name, brand name, price) and customer service on restaurant image. The result of the study demonstrates that there is a significant positive impact of predictors on the response variable. The study recommends favorable extrinsic product cues and customer services enhance the image of the restaurant. Future research areas have also been indicated in this study. Key words: Brand name, Store name, Price, Customer service & Restaurant image
Highlights
A number of researchers have developed and tested model of buyer‟s perception of value with special emphasis on buyer‟s use of extrinsic cues
This study examines the relationship as well as effect of extrinsic product cues, customer services and restaurant image
This result was supported by the previous study of (Soriano, 2002; Zaithaml, 1998) The overall, regression value of extrinsic product cue, customer service and restaurant image was .871 which demonstrates that 87.1% impact of predictors on response variable
Summary
A number of researchers have developed and tested model of buyer‟s perception of value with special emphasis on buyer‟s use of extrinsic cues. Empirical test results reported by Dodds et al (1991) indicated significant brand and store treatment effect on consumer‟s perceptions of product quality Apart from these extrinsic product cues and its effect on retail store some other thoughts and feelings are associated with retail store like fashion, selection and quality of merchandise, customer services and sales personnel and the physical conditions and atmosphere of the store (Lindquist,1974-1975; Martineau,1958; Zimmer and Golden,1988). The purpose or objectives of this research study are to find out the effect of external product cues that is (brand name, store name, price) and customer service on restaurant image and to find out the relationship between these variables.
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