TY - JOUR
T1 - The impact of product and service quality on brand loyalty
T2 - An exploratory investigation of quick-service restaurants
AU - Reich, Allen Z.
AU - McCleary, Ken W.
AU - Tepanon, Yodmanee
AU - Weaver, Pamela A.
PY - 2006/10/3
Y1 - 2006/10/3
N2 - An exploratory study was conducted to examine the impact of product quality and service quality on attitude- and behavior-based brand loyalty for quick-service restaurants. A total of 175 respondents were surveyed. The results showed that quick-service restaurants need to be more concerned with product quality especially in taste, freshness, and temperature, and focus on their overall service quality to build brand loyalty. Moreover, the results from correlation tests show that brand loyalty for one brand may affect brand loyalty towards another brand. The restaurants considered were McDonald's, Burger KingandWendy's.
AB - An exploratory study was conducted to examine the impact of product quality and service quality on attitude- and behavior-based brand loyalty for quick-service restaurants. A total of 175 respondents were surveyed. The results showed that quick-service restaurants need to be more concerned with product quality especially in taste, freshness, and temperature, and focus on their overall service quality to build brand loyalty. Moreover, the results from correlation tests show that brand loyalty for one brand may affect brand loyalty towards another brand. The restaurants considered were McDonald's, Burger KingandWendy's.
UR - http://www.scopus.com/inward/record.url?scp=37849187993&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=37849187993&partnerID=8YFLogxK
U2 - 10.1300/J369v08n03_04
DO - 10.1300/J369v08n03_04
M3 - Article
AN - SCOPUS:37849187993
SN - 1537-8020
VL - 8
SP - 35
EP - 53
JO - Journal of Foodservice Business Research
JF - Journal of Foodservice Business Research
IS - 3
ER -