Dining experience, perceived restaurant image and guest loyalty in full - service restaurants in Kampala -Uganda.
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Date
2018-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University.College of Economics and Management
Abstract
The research study was entitled as “Dining Experience, Perceived Restaurant Image And Guest
Loyalty In Full - Service Restaurants In Kampala — Uganda”. The research study was guided by
the following research objectives; to establish the relationship between dining experience and
guest satisfaction in the selected restaurants of ~(ampala — Uganda, to determine the relationship
between dining experience and guest loyalty and to establish if there is a significant relationship
between dining experience, perceived restaurant image and guest loyalty in the selected
restaurants of Kampala - Uganda. A closed end and self administered questionnaire was used.
The questionnaire consisted of two sections; the first section on the study variables and the other
on restaurant characteristics. The second section on restaurant characteristics was completed by
restaurant managers. Selected respondents were approached at the end of the meal, requested to
complete the questionnaire and leave it behind.The findings indicate that dining experience
positively correlate with guest loyalty. The results mirror Ha and Jang’s (2012) results that
restaurant atmosphere has positive effect customer loyalty. Also the finding agree with Ryu, Lee
and Kim’s (2012) results that restaurant atmosphere, food and service have positive impact on
customer revisit and recommendation. This means that dining experience is an influential factor
of guest loyalty. In conclusion, Guest loyalty in full service restaurants is more strongly
influenced by dining experience than perceived restaurant image. The non significant influence
of guest satisfaction implies that the effect of guest satisfaction on guest loyalty is probably
enhanced by other factors, such as perceived switching costs and trust, as suggested by
Ranaweera and Prabhu
Description
Research report submitted to the College of Economics and Management in partial fulfillment of the requirements for the award of bachelor’s degree in Tourism and Hotel Management of Kampala International University
Keywords
Dining, Restaurant, Image, Guest