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Understanding key determinants of brand Loyalty in full service restaurants in Uganda

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dc.contributor.author Omuudu Otengei, Samson
dc.contributor.author Changha, George
dc.contributor.author Kasekende, Francis
dc.contributor.author Mpeera Ntayi, Joseph
dc.date.accessioned 2022-01-04T08:58:58Z
dc.date.available 2022-01-04T08:58:58Z
dc.date.issued 2014-11-21
dc.identifier.citation Samson Omuudu OTENGEI, George CHANGHA, Francis KASEKENDE, Joseph Mpeera NTAYI (2014), “Understanding key determinants of brand Loyalty in full service restaurants in Uganda”, An International Journal of Akdeniz University Tourism Faculty, Vol. 2 (2) 79-107 en_US
dc.identifier.issn 2147-9100
dc.identifier.uri https://pub.nkumbauniversity.ac.ug/xmlui/handle/123456789/360
dc.description Research Paper en_US
dc.description.abstract The study investigates the key determinants of brand loyalty in full service restaurants in Uganda. The study used a quantitative research approach and adopted a cross sectional correlation survey design to test the study hypotheses. A total of 348 completed questionnaires collected from 116 restaurants were used in the analysis. To the best of our knowledge, this is the first study to propose a model that examines the key determinants of brand loyalty in full service restaurants in Uganda. The findings from the study revealed that dining experience and restaurant image were significant predictors of brand loyalty in full service restaurants in Uganda and customer satisfaction was not a significant predictor of guest loyalty. Despite its managerial implications, several limitations of the study call for further empirical enquiry. en_US
dc.language.iso en en_US
dc.publisher An International Journal of Akdeniz University Tourism Faculty en_US
dc.subject Dining experience en_US
dc.subject Restaurant image en_US
dc.subject Customer satisfaction en_US
dc.subject Brand loyalty en_US
dc.title Understanding key determinants of brand Loyalty in full service restaurants in Uganda en_US
dc.type Article en_US


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