Impact of restaurant branding strategies on customer loyalty and satisfaction

Despite the fact that lots of global and local brands of different products have been used to measure brand equity, survey on customer loyalty and perception on restaurant brand in the catering and hospitality service industry have not been fully explored. Prasad and Dev (2000) presented a study that shows that the easiest method for hotels to recognize and distinguish themselves in the mind of their customers is through branding. Low and Lamb Jr (2000) also stated that in service market, the main brand is the firm’s brand while in packaged goods market, the main brand is seen to be the product brand. The descriptive cross-sectional survey plan was instituted to conduct the research. This study employed purposive sampling and opportunistic sampling to select the study participants. It is to be noted though that brand awareness alone may not be enough to achieve high sales volume and perceived quality, brand image should be carefully managed to promote good operational performance. In order for the restaurant business to meet the needs and desires of customers, management must investigate the needs and desires of the customers. This information is vital not only for sustaining successful restaurant business, but also for understanding and improving customer loyalty