The Impact of Co-branding Elements on Customers’ Satisfaction and Loyalty in Chain Restaurants in Tehran
Subject Areas :Jafar Ahangaran 1 , رضا اصلاني 2
1 - دانشگاه علم و فرهنگ
2 - Allameh Tabataba’I University
Keywords: Cobranding Customer satisfaction, Loyalty, Tourism, Restaurant management.,
Abstract :
Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and improve the status of restaurant management in Iran. This research surveyed the impact of co-branding elements on customers’ satisfaction and loyalty in chain restaurants in Tehran. This is an applied research. Data are qualitative. Methods of data collection are documentary and survey. The statistical population was chain restaurants in Tehran. Data were collected through 268 questionnaires with convenience sampling. The Kolmogorov-Smirnov test, Pearson correlation coefficient, confirmatory factor analysis, and structural equation modeling have been used for data analysis. Research conceptual model evaluation has been done through partial least square path analysis with PLS software. The results indicated the impact of 3 elements of co-branding strategy on customers’ satisfaction and loyalty. The elements are “Price advantage, rewards-based advertising, and support services.” Co-branding can be an effective marketing strategy for restaurant managers to increase their customers’ satisfaction, and to make a better policy to achieve their goals.
ديواندري، علي؛ دلخواه، جليل. (1384). «تدوين و طراحي مدلي براي سنجش رضايتمندي مشتريان در صنعت بانکداري و اندازه گيري رضايتمندي مشتريان بانک ملت بر اساس آن»، فصلنامه پژوهش¬هاي بازرگاني. شماره 37. زمستان 1384. صص: 185-223.
شواخ،¬ فرزین. (1395). «گفت¬وگو با پیشنهاد دهنده ایده هفته رستوران ایران». تاریخ بازدید خبر:10 فروردین 1395. قابل دسترسي از طريق سايت: http://iranwiki.net/detail/470495/article
فخار، شهرام. (1395). «همایش جایگاه صنعت غذا و رستوران¬داری در توسعه صنعت گردشگری». تاریخ بازدید: 15 فروردین 1395. تهران: هتل پارسیان آزادی، قابل دسترسي از طريق سایت: http://www.hadafeconomic.com
لانبرگ، دونالد، مینک استاونگا. (1384). اقتصاد گردشگری. ترجمه محمدرضا فرزین. چاپ اول. تهران: نشر بازرگانی.
Aarstad, J., Ness, H., & Haugland, S. A. (2015). Network position and tourism firms' co-branding practice. Journal of Business Research, 68(8), 1667-1677.
Ashton, A. S., & Scott, N. (2011). Hotel restaurant co-branding: the relationship of perceived brand fit with intention to purchase. Journal of Vacation Marketing, 17(4), 275-285.
Bhattacharya, A. K., & Friedman, H. H. (2001). Using ‘smart’pricing to increase profits and maximize customer satisfaction. National Public Accountant, 46(6), 34-38.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Fornell, C. and Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1):39-50.
Graf, M., Schlegelmilch, B. B., Mudambi, S. M., & Tallman, S. (2013). Outsourcing of Journal of Strategic Marketing, 21(1), 68-81.
Hahm, S.-P., & Khan, M. A. (2001). Co-branding strategy in the restaurant industry. Journal of Hospitality & Leisure Marketing, 8(1-2), 45-61.
Hair, J., Hult, T., Ringle, C. and Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equations Modeling (PLS-SEM), Los Angeles: SAGE.
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93.
Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat p urchasing behavior. Journal of Marketing research, 1-9.
Jung, I. (1998). Types of co-branding among Korean credit card companies and succeeding factors. Unpublished Master’s Dissertation, Korea University, Seoul, Korea.
Khan, I. (2012). Impact of customer satisfaction and retention on customer loyalty. International Journal of Technology Enhancements and Emerging Engineering Research, 1(2), 106-110.
Kim, M., & Vogt, C. A. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170-197.
Kim, M.-K., Park, M.-C., & Jeong, D.-H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159. Kim, W. G., Lee, S., & Lee, H. Y. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality & Tourism, 8(2), 1-23.
Levanthal, R. C., García Gómez, B., Gutiérrez Arranz, A., & Gutiérrez Cillán, J. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing, 23(7), 387-396.
Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
Lu, X., Ba, S., Huang, L., & Feng, Y. (2013). Promotional marketing or word-of-mouth? Evidence from online restaurant reviews. Information Systems Research, 24(3), 596-612.
Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99.
Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. Cornell Hospitality Quarterly, 42(6), 73.
Mendez, M., & Bendixen, M. (2015). Sales promotion and brand loyalty: Some new insights. International Journal of Education and Social Science, 2(1), 103-117. Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality, tourism, and leisure: Routledge.
Oliver, R. L. (1999). Whence consumer loyalty? the Journal of Marketing, 33-44. Orel, F., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.
Picón, A., Castro, I., & Roldán, J. L. (2014). The relationship between satisfaction and loyalty: A mediator analysis. Journal of Business Research, 67(5), 746-751.
Ryu, K., Lee, H.-R., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
Selnes, F. (2013). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. Journal of Product & Brand Management.27(9), 19-35
Singh, J., & Widing II, R. E. (2015). A theoretical model for understanding satisfaction/dissatisfaction outcomes of complaint responses. Paper presented at the Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference.
Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customers loyal? Cornell Hotel and Restaurant Administration Quarterly, 45(3), 221-234.
Stewart, A. L. (1995). Cobranding just starting in Europe. Marketing News, 29(4), 5. Tanford, S. (2013). The impact of tier level on attitudinal and behavioral loyalty of hotel reward program members. International Journal of Hospitality Management, 34, 285-294.
Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. and Lauro, C. (2005). PLS path modeling, Computational Statistics & Data Analysis, 48(1): 159-205. Tasci, A. D., & Guillet, B. D. (2011). It affects, it affects not: A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products. International Journal of Hospitality Management, 30(4), 774-782.
Taylor, K. (1997). A regret theory approach to assessing consumer satisfaction. Marketing letters, 8(2), 229-238.
Thaler, R. H. (2008). Mental accounting and consumer choice. Marketing Science, 27(1), 15-25.
Verhoef, P. C., & Lemon, K. N. (2013). Successful customer value management: Key lessons and emerging trends. European Management Journal, 31(1), 1-15.
Walchli, S. B. (2015). A Typology of Co-Branding Strategies.
Wetzels, M., Odekerken-Schröder, G. and Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration, MIS Quarterly, 33(1):177-195.
Wold, H. (1975). From hard to soft modeling, Modeling in Complex Situations with soft information, Group Report presented at the third World Congress of Econometrics, Toronto, PP. 21-26.
Wright, O., & Clarke, P. (2014). A case study synthesis of co-branding, retailing and franchising. Asian Journal of Marketing, 8(2), 71-85.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism management, 26(1), 45-56.
Young, J. A., Hoggatt, C. D., & Paswan, A. K. (2001). Food service franchisors and their co-branding methods. Journal of Product & Brand Management, 10(4), 218-227.
Zhou, L., Ye, S., Pearce, P. L., & Wu, M.-Y. (2014). Refreshing hotel satisfaction studies by reconfiguring customer review data. International Journal of Hospitality Management, 38, 1-10.