The influence of store image on store loyalty in Hong Kong’s quick service restaurant industry

Gerard P PRENDERGAST*, Ho Wai Man

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

28 Citations (Scopus)

Abstract

Studies considering links between store image and store loyalty, especially in an Asian context, are sparse. This article explores the relationship between store image and store loyalty in the Hong Kong fast-food industry. A survey of 200 users of fast-food restaurants revealed that functional attributes of store image are more accurate than psychological attributes when predicting the degree of store loyalty. Functional attributes of particular importance are waiting time for a seat, store environment and store location. However, some psychological attributes have an influence on store loyalty. Furthermore, the findings show that the more favorable the store image, the more likely consumers are to consume in a particular restaurant.

Original languageEnglish
Pages (from-to)45-59
Number of pages15
JournalJournal of Foodservice Business Research
Volume5
Issue number1
DOIs
Publication statusPublished - Jan 2002

Scopus Subject Areas

  • Food Science

User-Defined Keywords

  • Hong Kong
  • Retailing
  • Store image
  • Store loyalty

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