The brand management of hospitality establishments is one of the most important marketing determinants that enable them to compete in the local and global markets. This study aims to examine the role of uniqueness, credibility, and brand intimacy in shaping customer loyalty. The study was conducted through a survey of a sample of 358 customers who frequent 6 branches of the international fast food chains that were selected based on a pilot study that proved that its brand has distinctive characteristics and features from the customers' point of view. A questionnaire designed specifically for the study was used according to the five-point Likert scale. The data of the survey forms were completed through personal interviews with 358 individual customers who frequent 6 branches of the selected chain of restaurants in Alexandria which were conducted during the customer’s waiting for his order. The results confirmed that there is a positive impact of the uniqueness of the brand, its credibility, and the guest's intimacy in the degree of loyalty to that brand.
Ibrahim AlNadhouri, I. (2023). The effect of restaurant brand characteristics on the formation of guest loyalty. مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 7(1), 157-167. doi: 10.21608/mfth.2023.300302
MLA
Islam Ibrahim AlNadhouri. "The effect of restaurant brand characteristics on the formation of guest loyalty". مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 7, 1, 2023, 157-167. doi: 10.21608/mfth.2023.300302
HARVARD
Ibrahim AlNadhouri, I. (2023). 'The effect of restaurant brand characteristics on the formation of guest loyalty', مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 7(1), pp. 157-167. doi: 10.21608/mfth.2023.300302
VANCOUVER
Ibrahim AlNadhouri, I. The effect of restaurant brand characteristics on the formation of guest loyalty. مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 2023; 7(1): 157-167. doi: 10.21608/mfth.2023.300302
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