| dc.description.abstract | The purpose of this study is to find out the key factors that affect the customer loyalty of R&J restaurant, The Reverie Saigon, HCMC. The respondents of this study are customers from 18 year old and above who dine in at the restaurant. 237 questionnaires were spread out during 3 weeks. The conclusion and recommendation were suggested based on the outcome of SPSS and SmartPLS. After analyzing, Ambience was proved to have the strongest direct and indirect effect on the Customer Loyalty though the mediation of Brand Image, followed up by Service Quality and Food Quality. In this study, Price Fairness was considered to be the lowest factor that affect Customer Loyalty. The result of this research would draw out the industrial and academic recommendations for practical application as well as for further research.
Keywords: Brand Image, Customer Loyalty, Restaurant Experience | en_US |
