The Role of Customer Satisfaction between Service Quality in Food and Beverage Industry, and Brand Loyalty and Brand Image

Metin Bayram; Hüseyin Burgazoğlu; Selman Hızal; Ali Gülden

Makale detayları

The Role of Customer Satisfaction between Service Quality in Food and Beverage Industry, and Brand Loyalty and Brand Image

Yazarlar:

Metin Bayram | Hüseyin Burgazoğlu | Selman Hızal | Ali Gülden

Yayıncı:

Kyrgyz-Turkish Manas University

Dergi:

MANAS Sosyal Araştırmalar Dergisi Vol.12 Issue 1, pp.224-239

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001282928

pISSN:

1694-7215

Anahtar kelimeler:

Özet:

 In the service quality literature, there are limited empirical studies examining the relationships between service quality, brand loyalty, brand image, and customer satisfaction. On the other hand, the rapid growth experienced in the food service sector due to the developing welfare level has brought a very intense competition in the sector. The literature for the sector shows that customer satisfaction plays a mediator role in the relationship between these four variables. In this study, the role of customer satisfaction in the relationships between food and beverage service quality, brand loyalty and brand image are investigated. The research was conducted on the customers of an international franchise company providing food and beverage services. Data were collected by survey technique. For this purpose, a structural equation model SEM compatible with the literature was created. The data were analyzed using the Partial Least Squares-Structural Equation Model PLES-SEM method. Findings show that customer satisfaction has an indirect and significant effect on the relationship between service quality, brand loyalty and brand image in the food and beverage industry. As a result, it has been seen that organizations that want to continue their existence and profitability in the service sector, where competition is very intense, should focus on customer satisfaction.

 In the service quality literature, there are limited empirical studies examining the relationships between service quality, brand loyalty, brand image, and customer satisfaction. On the other hand, the rapid growth experienced in the food service sector due to the developing welfare level has brought a very intense competition in the sector. The literature for the sector shows that customer satisfaction plays a mediator role in the relationship between these four variables. In this study, the role of customer satisfaction in the relationships between food and beverage service quality, brand loyalty and brand image are investigated. The research was conducted on the customers of an international franchise company providing food and beverage services. Data were collected by survey technique. For this purpose, a structural equation model SEM compatible with the literature was created. The data were analyzed using the Partial Least Squares-Structural Equation Model PLES-SEM method. Findings show that customer satisfaction has an indirect and significant effect on the relationship between service quality, brand loyalty and brand image in the food and beverage industry. As a result, it has been seen that organizations that want to continue their existence and profitability in the service sector, where competition is very intense, should focus on customer satisfaction.

 In the service quality literature, there are limited empirical studies examining the relationships between service quality, brand loyalty, brand image, and customer satisfaction. On the other hand, the rapid growth experienced in the food service sector due to the developing welfare level has brought a very intense competition in the sector. The literature for the sector shows that customer satisfaction plays a mediator role in the relationship between these four variables. In this study, the role of customer satisfaction in the relationships between food and beverage service quality, brand loyalty and brand image are investigated. The research was conducted on the customers of an international franchise company providing food and beverage services. Data were collected by survey technique. For this purpose, a structural equation model SEM compatible with the literature was created. The data were analyzed using the Partial Least Squares-Structural Equation Model PLES-SEM method. Findings show that customer satisfaction has an indirect and significant effect on the relationship between service quality, brand loyalty and brand image in the food and beverage industry. As a result, it has been seen that organizations that want to continue their existence and profitability in the service sector, where competition is very intense, should focus on customer satisfaction.

 In the service quality literature, there are limited empirical studies examining the relationships between service quality, brand loyalty, brand image, and customer satisfaction. On the other hand, the rapid growth experienced in the food service sector due to the developing welfare level has brought a very intense competition in the sector. The literature for the sector shows that customer satisfaction plays a mediator role in the relationship between these four variables. In this study, the role of customer satisfaction in the relationships between food and beverage service quality, brand loyalty and brand image are investigated. The research was conducted on the customers of an international franchise company providing food and beverage services. Data were collected by survey technique. For this purpose, a structural equation model SEM compatible with the literature was created. The data were analyzed using the Partial Least Squares-Structural Equation Model PLES-SEM method. Findings show that customer satisfaction has an indirect and significant effect on the relationship between service quality, brand loyalty and brand image in the food and beverage industry. As a result, it has been seen that organizations that want to continue their existence and profitability in the service sector, where competition is very intense, should focus on customer satisfaction.

Makale detayları

The Role of Customer Satisfaction between Service Quality in Food and Beverage Industry, and Brand Loyalty and Brand Image

Yazarlar:

Metin Bayram | Hüseyin Burgazoğlu | Selman Hızal | Ali Gülden

Yayıncı:

Kyrgyz-Turkish Manas University

Dergi:

MANAS Sosyal Araştırmalar Dergisi Vol.12 Issue 1, pp.224-239

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001282928

pISSN:

1694-7215

Service Quality

Brand Image

Brand Loyalty

Customer Satisfaction

Food and Beverage Industry

Hizmet Kalitesi

Marka İmajı

Marka Sadakati

Müşteri Memnuniyeti

Yiyecek İçecek Sektörü

Sayı

Makale detayları

Yazarlar: Metin Bayram | Hüseyin Burgazoğlu | Selman Hızal | Ali Gülden

Yayıncı: Kyrgyz-Turkish Manas University

Dergi: MANAS Sosyal Araştırmalar Dergisi Vol.12 Issue 1, pp.224-239

Belge Tipi: Makale

Yayın Tarihi: 1/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001282928

pISSN: 1694-7215

Sayı

Yazarlar:

Metin Bayram | Hüseyin Burgazoğlu | Selman Hızal | Ali Gülden

Yayıncı:

Kyrgyz-Turkish Manas University

Dergi:

MANAS Sosyal Araştırmalar Dergisi Vol.12 Issue 1, pp.224-239

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001282928

pISSN:

1694-7215