Hotel restaurant brand attributes: Exploratory Factor Analysis

No doubt attracting and retaining customers in any restaurant operation including the hotel restaurant is essential for it performance and operational survival. That is the reason why creating a strong brand is one of strategies used by many restaurant operations in achieving the purpose. Nevertheless, despite the increasing interest in the concept of brand loyalty, brand awareness, brand image, brand competitiveness in the restaurant setting and its operational aspects, there has been still very little research looking at the association of the brands with the hotel restaurant setting in particular. With that, this paper reviewing the hotel restaurant brand attributes dealing with food quality, service quality and physical environment. The items in each construct is empirically tested and run through the exploratory factor analysis to see the underlying relationships and the grouping of them is consistent with the way the questionnaire is developed and subsequently used the construct as predictor for customer dining experience, satisfaction and post purchase behavior.