DETERMINANTS OF GEN Z CUSTOMERS’ LOYALTY IN THE RESTAURANT BUSINESS IN DONGGUAN CITY, CHINA: A CASE STUDY OF HAIDILAO HOTPOT RESTAURANT
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บทคัดย่อ
Considering the rapid development of the food service industry, restaurants are facing more challenges. This study aimed to determine how marketing factors, such as perceived food quality, perceived service quality, perceived price reasonableness, perceived convenience, promotion, and perceived store image, affect customer loyalty among Generation Z consumers in Haidilao hotpot restaurants. Additionally, the study looked at the mediating roles of brand image in the hotpot restaurant industry based on the social exchange theory.The survey collected data from 493 Gen Z customers of Haidilao hotpot restaurants in Dongguan City, China. The results indicated that perceived product quality (β = .138; p<.001), perceived price reasonableness (β = .266; p<.001), perceived convenience (β = .106; p<.009), and promotion (β = .133; p = .001) had direct impacts on customer loyalty. The results also showed that brand image mediated between perceived product quality (t = 3.543, p = .000), perceived service quality (t = 4.170, p = .000), perceived convenience (t = 3.141, p = .002), and perceived store image (t = 5.021, p = .000), and customer loyalty.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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