Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda

Samson Omuudu Otengeı; George Changha; Francis Kasekende; Joseph Mpeera Ntayı

EN

Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda

Abstract

The study investigates the key determinants of brand loyalty in full service restaurants in Uganda. The study used a quantitative research approach and adopted a cross sectional correlation survey design to test the study hypotheses. A total of 348 completed questionnaires collected from 116 restaurants were used in the analysis. To the best of our knowledge, this is the first study to propose a model that examines the key determinants of brand loyalty in full service restaurants in Uganda. The findings from the study revealed that dining experience and restaurant image were significant predictors of brand loyalty in full service restaurants in Uganda and customer satisfaction was not a significant predictor of guest loyalty. Despite its managerial implications, several limitations of the study call for further empirical enquiry

Keywords

Dining experience, Restaurant image Customer satisfaction, Brand loyalty

Details

Primary Language

English

Subjects

-

Journal Section

-

Authors

Samson Omuudu Otengeı This is me

George Changha This is me

Francis Kasekende This is me

Joseph Mpeera Ntayı This is me

Publication Date

October 1, 2014

Submission Date

October 1, 2014

Acceptance Date

-

Published in Issue

Year 2014 Volume: 2 Number: 2

IZ

https://izlik.org/JA28YP64ZE

Cite

RIS / Bibtex

APA

Otengeı, S. O., Changha, G., Kasekende, F., & Ntayı, J. M. (2014). Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda. Advances in Hospitality and Tourism Research (AHTR), 2(2), 79-107. https://izlik.org/JA28YP64ZE

AMA

1.Otengeı SO, Changha G, Kasekende F, Ntayı JM. Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda. Advances in Hospitality and Tourism Research (AHTR). 2014;2(2):79-107. https://izlik.org/JA28YP64ZE

Chicago

Otengeı, Samson Omuudu, George Changha, Francis Kasekende, and Joseph Mpeera Ntayı. 2014. “Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda”. Advances in Hospitality and Tourism Research (AHTR) 2 (2): 79-107. https://izlik.org/JA28YP64ZE.

EndNote

Otengeı SO, Changha G, Kasekende F, Ntayı JM (October 1, 2014) Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda. Advances in Hospitality and Tourism Research (AHTR) 2 2 79–107.

IEEE

[1]S. O. Otengeı, G. Changha, F. Kasekende, and J. M. Ntayı, “Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda”, Advances in Hospitality and Tourism Research (AHTR), vol. 2, no. 2, pp. 79–107, Oct. 2014, [Online]. Available: https://izlik.org/JA28YP64ZE

ISNAD

Otengeı, Samson Omuudu - Changha, George - Kasekende, Francis - Ntayı, Joseph Mpeera. “Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda”. Advances in Hospitality and Tourism Research (AHTR) 2/2 (October 1, 2014): 79-107. https://izlik.org/JA28YP64ZE.

JAMA

1.Otengeı SO, Changha G, Kasekende F, Ntayı JM. Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda. Advances in Hospitality and Tourism Research (AHTR). 2014;2:79–107.

MLA

Otengeı, Samson Omuudu, et al. “Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda”. Advances in Hospitality and Tourism Research (AHTR), vol. 2, no. 2, Oct. 2014, pp. 79-107, https://izlik.org/JA28YP64ZE.

Vancouver

1.Samson Omuudu Otengeı, George Changha, Francis Kasekende, Joseph Mpeera Ntayı. Understanding Key Determinants of Brand Loyalty in Full Service Restaurants in Uganda. Advances in Hospitality and Tourism Research (AHTR) [Internet]. 2014 Oct. 1;2(2):79-107. Available from: https://izlik.org/JA28YP64ZE