Brand loyalty in case of restaurants is a result of emotion driven decision making
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | branding competition decision making marketing products |
| Online Access: | http://dolgozattar.uni-bge.hu/25897 |
| Kivonat: | In my dissertation I am going to tackle brand loyalty in relation with hospitality business, more specifically restaurants in Hungary. I hypothesize that what makes the biggest impression on the customers of a restaurant is the restaurant’s atmosphere, and that is what contributes to them becoming loyal to the brand. I am examining this hypothesis among Hungarian customers, and in order to underpin the hypothesis I will investigate the subjects described in the following paragraph. I examined my hypothesize in all respects. These factors facilitate the establishment of an emotional and personal bond that is the basis of brand loyalty. And as I have found in the literature review, having loyal customers contribute to gaining new ones as a result of word of mouth marketing. Hence I can say that our hypothesis proved to be true: the atmosphere of a place contributes to the formation of brand loyalty what generates new customers who have the potential of becoming regulars. |
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