Dr. Murat Hancer, Professor at UCF Rosen College of Hospitality Management, and his collaborator investigate the relationship between brand image and customer satisfaction for fine dining establishments in a new study. Their findings will help restaurant companies to achieve overall commercial success, within a fiercely competitive industry, through tailored approaches to attracting new clients and establishing brand preference over rivals. The research reveals for the first time the significant effect of “other customers” on brand image, and how they can help to get diners through the door.

Original Article

Erkmen, E., and Hancer, M. (2019). Building brand relationship for restaurants: an examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31 (3), 1469-1487. Available at: https://doi.org/10.1108/IJCHM-08-2017-0516