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Journals / Advances in Hospitality and Tourism Research (AHTR) / 2014 / Cilt: 2 - Sayı: 2

UNDERSTANDING KEY DETERMINANTS OF BRAND LOYALTY IN FULL SERVICERESTAURANTS IN UGANDA

Samson Omuudu OTENGEI
George CHANGHA
Francis KASEKENDE
Joseph Mpeera NTAYI
Pages
79–107
Publication Date
2022-10-11
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Despite its managerial implications, several limitations of the study call for further empirical enquiry.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The study investigates the key determinants of brand loyalty in full service restaurants in Uganda.
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Key Findings & Data:A total of 348 completed questionnaires collected from 116 restaurants were used in the analysis.
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Conclusion & Impact:Despite its managerial implications, several limitations of the study call for further empirical enquiry.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

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.

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Cite This Article

OTENGEI, S. O., CHANGHA, G., KASEKENDE, F., NTAYI, J. M. (2022). UNDERSTANDING KEY DETERMINANTS OF BRAND LOYALTY IN FULL SERVICERESTAURANTS IN UGANDA. Advances in Hospitality and Tourism Research (AHTR), Cilt: 2 - Sayı: 2, 79–107. https://ajindex.com/articles/429511

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