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

Year 2014, Volume: 2 Issue: 2, 79 - 107, 01.10.2014

Samson Omuudu Otengeı George Changha Francis Kasekende Joseph Mpeera Ntayı

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