African Journal of Business Management Vol.5 (18), pp.

7732-7739, 6 September, 2011

Available online at http://www.academicjournals.org/AJBM
ISSN 1993-8233 ©2011 Academic Journals

Full Length Research Paper

A study on the relations between the brand image and

customer satisfaction in catering businesses
Lin Chien-Hsiung
Department of Hospitality Marketing and Event Management, National Kaohsiung University of
Hospitality and Tourism, 1 Sung-Ho Rd. Hsiao-Kang Kaohsiung Taiwan R. O. C. Taiwan.
E-mail: axel@mail.nkuht.edu.tw. Tel: +886- 886-7-8060505.
Accepted 25 January, 2011

Facing with keenly competitive environment and vigorous change, sparing no efforts to keep customers
has become the objectives of competition and the rare resources for catering businesses. Through
service innovation, catering businesses gain the most trust of customers, win the extensive support of
the society, and set up the brand image completely to acquire customers’ satisfaction and loyalty, as well
as treat customers as existent value, the premise of the existence, and the foundation of development.
This research aims to analyze the relations between brand image and customer satisfaction in catering
industry. The samples contained the consumers who had the consuming experiences in the chain stores
of a catering business. Questionnaires were distributed in the major business areas in Taipei City. With
convenience sampling, 360 questionnaires were distributed and 264 were valid with the retrieval rate
(73.33%). Having empirical analysis, brand value and brand characteristics presented positive relations to
customer satisfaction, while brand association did not reveal notable relations. In addition, some
demographic variables appeared interference on brand image and customer satisfaction in catering
industry. The research findings are expected to provide some suggestions and reference for catering
businesses.

Key words: Brand image, customer satisfaction, brand value, brand characteristic, brand association.

INTRODUCTION

Along with the vigorous change of the competitive
environment, catering businesses regard attracting more
customers as the final objective and the rare resources.
Webster (1994) indicated that, due to the change of the
environment, customers had already become the most
important strategic resources for catering businesses. To
increase the number of customers has become an
important indicator for catering businesses to manage
and make profits. With the promotion of service quality
and the perceived value of customers, customers who
have been served before are satisfied by the demands to
enhance and further keep the satisfaction. This kind of
competitive advantage will become the key to make
profits for catering businesses. Fonvielle (1997) pointed
out that, for sustainable management, catering
businesses had no other alternatives but to enhance the
customer satisfaction in such competitive market.
Research indicated that, attracting a new customer
would cost five to seven times higher than maintaining an
old customer in catering industry (Berry and
Parasuraman, 1991). Besides, when 5% service defect
was reduced, 100% profits would be increased
(Reichheld and Sasser, 1990). It shows that keeping a
long-term relationship with an old customer presents
greater financial contribution than attracting a new
customer. Swan and Oliver (1989) showed that most dis-
satisfied customers did not complain. Nevertheless, when
those customers who turned to purchase in other stores,
expressed their dissatisfaction to their relatives and
friends, or complained to a third party, the enterprise did
not only lose the profits from re-visit, but the enterprise
image being damaged would be more severe for catering
businesses. A brand provides customers with various
clues, including the business, the culture, the appea-
rance, the employees, the work process, and the
trademark. Once a brand is accepted by customers,

marketing the “service” would become easier. When most
catering businesses provide similar merchandise or
service, the management of image, identity, and brand of
the company has become an important method to
distinguish a catering business from the others.
LITERATURE REVIEW
Customer satisfaction
Customers are likely to be affected psychologically by the
decisions of the marketing organization, such as custo-
mer satisfaction, perceived service quality, perceived
value, trust, and commitment. The concept of overall
evaluations is often used by specific manufacturers to
briefly explain the knowledge and experiences of
customers and then lead them to following actions. For
decades, customer behaviors have been predicted by
overall customer satisfaction. Kotler and Keller (2006)
suggested that the satisfaction of a customer depended
on the performance of the goods conforming to the
expectation of the customer after purchasing. Joewono
and Kubota (2007) pointed out that customer satisfaction
resulted from the measurement of products and service
according to the customer's previous experiences as well
as the overall evaluation on the consuming experience.
Lin (2007) indicated that an enterprise providing a good
service quality could really satisfy the diverse needs of
customers, and customer satisfaction was the overall
evaluation of the product and the service based on the
customer's past experiences. Chi (2007) mentioned that
customer satisfaction was the result of the customer
purchase and the use of service. When the customer
showed better satisfaction with the service quality, it
indicated that the customer felt satisfied, and vice versa
(Mevhibe and Erdo an, 2009).
Ostrom and Iacobucci (1995) thought that there were
many dimensions in measuring customer satisfaction,
including (1) price of goods, (2) service efficiency, (3)
attendant attitude, (4) overall performance of the
company, and (5) the closeness to the ideal company.
Czepiel et al. (1974) proposed that satisfaction could be
seen as an overall evaluation, representing the sum of
customers’ subjective reactions to the different attributes
of the product. Furthermore, Day (1977) claimed that
satisfaction was a kind of overall and summary pheno-
menon which could understand customers’ overall usage
of the product by measuring the satisfaction with a single
overall product. Zeithaml and Bitner (2000) considered
customer satisfaction as an overall evaluation on the
actual product and the intangible service that service
quality simply focused on the measurement of single
dimension while customer satisfaction was multi-
dimensional measurements, which included service
quality, product quality, scenario factor, personal factor,
Lin 7733
and price factor.
Brand image
Brand image is indispensable for marketing where
customers infer the quality of products by the brand
image and are further stirred up the behavior of
purchasing. Ballantyne et al. (2005) defined brand image
as the material property associated with the brand, such
as the product name and the packing, which could make
profits or sense for customers and help or increase
describing the characteristics. Ballantyne, et al. (2005)
proposed reducing conceptual model verification with the
effects of brand image and brand attitude. Three routes,
in the model, were proposed to connect to brand right
directly through the brand image and the brand attitude,
and indirectly from the brand attitude through the brand
image. Dobni (1990) treated brand image as the brand
concept that customers held; and, Robert and Patrick
(2009) stated that most brand image was subjectively
perceived image, which was interpreted from the
rationality or the sensitivity of customers. In addition,
brand image did not exist in the technology, the function,
and the product but affected by relevant marketing
programs, campaign context, and the characters of the
accepters. Wu and Fu (2009) said that while referring to a
brand image, the perception presented by the fact would
be more important than the fact itself.
Roth (1994) explained that brand image held by
customers was the reactions mixed with marketing pro-
grams by the manufacturer. Magid and Cox (2006) also
thought that brand image included customer responses to
brand name, sign, or impression and also represented
the symbol of the product quality. Meanwhile, Magid and
Cox (2006) considered brand image as a set of assets
and liabilities linked with brand name and sign that the
assets and liabilities increased or reduced the value by
the enterprise providing products or services for custo-
mers. Brand image included the customer responses to
the brand name, sign or impression, and also
represented the symbol of the product quality.
Porter and Claycomb (1997) measured brand image
from two dimensions, namely the symbol and the
function. With adjectives to measure the two dimensions,
the measuring items mainly focused on the utility of the
brand regarding the function, while words like symbolic,
reputable, status symbol, and identifiable were contained
in terms of symbolic image. Positive and negative adjec-
tives, such as simple, romantic, successful, common,
ordinary, obedient, calm, and elegant, were utilized to
describe the characteristics of users. Aaker (1996)
believed that brand image could be measured through
three dimensions, including: (1) Brand value, in relation to
functional benefits, also the basic condition required by
the brand, (2) Brand characteristics, the connection
between brand characteristics and customer perception
7734 Afr. J. Bus. Manage.
that appeared differences; (3) Brand associations, the
associations the customers presented to the brand that
the customer would expand to other merchandise and
service of the brand. Graeff (1996) mentioned the method
to measure brand image being that the customer made
the evaluation with the scale which contained a series of
languages with different meanings (Shahbaz et al. 2009).
It combined the dimensions with personality charac-
teristics to create a section with overall brand image, or
made descriptive explanations on typical users’ image to
each brand. In the research, 16 items of languages with
different meanings were applied, including, economy vs.
toleration, easily excited vs. composure, comfortable vs.
uncomfortable, tough vs. gentle, young vs. mature, thrifty
vs. wasted, colorful vs. dull, boring vs. interesting,
modern vs. old-style, extrovert vs. introvert, active vs.
passive, joyful vs. not joyful, contemporary vs. not
contemporary, self-confident vs. not self-confident, leader
vs. followers, and cooperative vs. competitive. Biel (1992)
considered three elements of brand image, namely the
maker’s image (enterprise image), the product image,
and the image of competitor's brand. All of the three had
great impact on customers’ image of brand while brand
image would then have influence on user image.
Relevant studies on brand image and customer
satisfaction
Aaker (1991) and Rory (2000) pointed out that, with the
construction of good brand image, customers were likely
to increase the satisfaction of usage, and would like to
recommend to others. Gensch (1978) considered brand
image as having more influence on the purchase inten-
tion and the satisfaction of customers while the product
attribute was not easily defined. Graeff (1996) mentioned
that, when the customer’s self-image was more similar to
the brand image, customer satisfaction would be
affected. Romaniuk and Sharp (2003) found the positive
relation between brand image and customer satisfaction.
Many scholars, such as Su (2005), Zhi (2005), Lin
(2005), Chen (2005), Xu (2006), Shi (2006), Lin (2006),
Yang (2006), and Zhang (2007), also confirmed the
positive relations between brand image and customer
satisfaction.
Yang (2002) proposed that customer satisfaction re-
ferred to the pleasant attitude when a customer accepting
certain deal or service; and, customer satisfaction and
brand value appeared notably positive relation. Gu (2005)
suggested that customer satisfaction and brand
characteristics presented significantly positive relation
that customer satisfaction was the provided service
higher than the expectation of the customer so that the
customer was satisfied (Sang, 2009). Whereas, if the
provided service was lower than the service expectation
of the customer, he/she would then feel very dissatisfied.
The schema memory of a brand included the interpretation
of characteristics, from a target market, to the attributes
and the advantages of the product, the use situation, the
users, and the manufacturer/marketing personnel that
people thought and felt after seeing and hearing the
brand name. Consequently, it was substantially a set of
associative thoughts that the customer learned about the
brand. Therefore, customer satisfaction and brand image
revealed notably positive relation (Hong Quang Zong,
Hong Quang Yuen far, Zhu Zhi Zhong's, etc. translation,
2008). Customers tend to explain the internal and
external attributes of products and the viewpoint of
image, as well as the viewpoints of feeling and percep-
tion. Brand image constructs measurement variables with
user image, product image, and enterprise image that
customer satisfaction and brand image show remarkably
positive relation (Zhang and Mo, 2008).
Huang (2000) regarded four dimensions in measuring
customer satisfaction, as (1) customer expectation which
reflected the expected product performance of customers
whose previous consuming experiences before
purchasing would become the expectation on product
performance; (2) product performance, as a kind of
comparison standard that customers would compare the
actual product performance after purchasing with the
expectation before purchasing; (3) disconfirmation, as a
kind of major agent variable that a person's expectation
would be confirmed to correspond the product perfor-
mance to his/her expectation, and (4) customer
satisfaction, as an output after purchasing that, when the
actual product performance was larger than or equal to
the expectation before the act, the customer would feel
satisfied; or, when the actual product performance was
smaller than the expectation before the act, the customer
would feel dissatisfied (Emel and Nafiz, 2009). Besides,
customer satisfaction and brand value appeared
remarkable relation. Chen (2008) considered that the
measuring dimensions of customer satisfaction contained
the satisfaction with professional level and customer
interaction, and the overall customer satisfaction and
brand image presented significant relation.
Chen (2001) classified brand association into functional
association (product attribute association), and non-
functional association (non-product related attribute asso-
ciation). In addition, brand association also paid attention
to organization association. Consequently, products were
associated with functional attributes and non-functional
attributes, while organizational association was divided
into company ability and social responsibility association,
and customer satisfaction and brand association revealed
notably positive relation (Seyed et al., 2009).
Aaker (1991) defined brand image as a set of brand
association types which were normally organized in a
meaningful way. Brand association was divided into 11
kinds of characteristics, as product characteristic,
invisibility, customer benefit, relative price, usage/
application, user/customer, famous people/persons, life
style/personality, product variety, competitors, and countries/

geographic districts. However, even if these associations
are equally classified, various associations present cha-
racteristics with different strength (Jose and Mohammad,
2009). Therefore, various associations will appear
different effects on brand image, but various brand
associations present significantly positive relation with
customer satisfaction.
Gensch (1978) thought that a market could simply be
won by winning customers. With service innovation, the
biggest trust of customers was obtained, the extensive
social support was won, and the brand image was
completely set up to acquire customer satisfaction and
loyalty. Besides, regarding customers as the value of
enterprise existence, the premise of existence, and the
foundation of development, the entire company would
have consensus. Therefore, customer satisfaction and
brand image appear significantly positive relation.
China Unicom takes customer satisfaction as an
objective with explicit customer orientation and pursues
the ideal realm of total customer satisfaction (TCS). With
service innovation, it gets affirmation from customers,
acquires customer loyalty, and pushes brand image to
develop forward. Apparently, customer satisfaction and
brand value reveal notably positive relation. Based on the
aforementioned depiction, the following hypotheses are
proposed in this study:
H1: The “brand value” in brand image and customer
satisfaction in catering industry presents notably positive
relation.
H2: The “brand characteristics” in brand image and custo-
mer satisfaction in catering industry appears remarkably
positive relation.
H3: The “brand association” in brand image and customer
satisfaction in catering industry shows notably positive
relation.
Demographic variables
Studies on customer satisfaction indicated that younger
generations and customers with higher educational
background and higher income tended to higher custo-
mer satisfaction (Day and Landon, 1977; Zaichowsky and
Liefeld, 1977; Bearden and Mason, 1984). Singh (1990)
found that, beside ages, demo-graphic variables had
limited explanation. Que (1990) showed in his research
that the demographic variables had no notable relation to
the satisfaction of customers. This research puts forth
some hypotheses as follows:
H4: The relativity of brand image and customer
satisfaction in catering industry will present significant
difference because of “customer gender”.
H5: The relativity of brand image and customer
satisfaction in catering industry will appear remarkable
different because of “customer age”.
H6: The relativity of brand image and customer satisfaction
Lin 7735
in catering industry will reveal notable difference
because of “customer occupation”.
H7: The relativity of brand image and customer
satisfaction in catering industry will show great difference
because of “customer educational background”.
H8: The relativity of brand image and customer satis-
faction in catering industry will appear significant different
because of “customer monthly income”.
RESEARCH METHODS
The research framework
This research was undertaken according to domestic and
international scholars’ literatures on brand image and customer
satisfaction. The overall customer satisfaction was the dependent
variable and three brand images, including brand value, brand
characteristics, and brand association, were the independent
variables. The correlations between each brand image and
customer satisfaction were discussed as shown in Figure 1.
Research subject and sampling method
This research chose “Wang Pin Formosa Plastics Steak” as the
research subject. ”Wang Pin’s Steak” symbolizes high-level service
and establishes the impression of good service but reasonable
price. With internal service replication, the high-level service is
continued. Due to the diverse product modes and the establishment
of brand, “Wang Pin” has been credited as a superb catering group,
which meets a completely demanding standard of service quality.
What’s more, “Wang Pin” combines high-level service with
reasonable price to create a dominating catering business. “Wang
Pin” aims to meet customers’ various needs with its strategy of
developing close interaction with customers. Predictably, “Wang
Pin” leaves much positive impression to its customers. Therefore,
this research chose “Wang Pin's steak” as the research subject.
Besides, the samples of this research, were the customers with
consuming experiences in Wang Pin's chain stores. The question-
naires were distributed in the major business areas in Taipei City.
With convenience sampling, total 360 questionnaires were distri-
buted and 264 were valid with the retrieval rate reaching 73.33%.
ANALYSES AND DISCUSSION
Factor analysis of brand image
In this research, the brand image scale was based upon
the dimensions and the questionnaire proposed by
Aaker’s (1996). With factor analyses, three dimensions
were obtained. The Cronbach of each dimension was
0.83 (brand value), 0.88 (brand characteristic), and 0.81
(brand association). The sample questionnaire was fur-
ther proceeded factor analyses and oblique rotation; the
explained variance was 83.864% as shown in Table 1.
The analyses of the correlation between brand image
and customer satisfaction
With Pearson correlation analysis, the three dimensions ×
7736 Afr. J. Bus. Manage.

Demographic variables
Brand value

Brand characteristic
Customer satisfaction
Brand association

Figure 1. Research framework.

Table 1. Factor analyses of brand image.

Factor Variable Eigenvalue Factor Explained variance Coefficient of

loading (accumulation reliability
value)
BL05 0.812
BL08 0.738
BL04 0.714
BL01 0.706
1: Brand value BL06 3.541 0.688 43.584 (43.584) 0.83
BL09 0.672
BL02 0.651
BL07 0.638
BL03 0.604

BL12 0.846
BL13 0.822
BL10 0.807
2: Brand 2.314 27.538(71.122) 0.88
BL14 0.769
characteristic
BL11 0.747
BL15 0.733

BL19 0.805
BL16 0.791
Factor 3. BL17 0.773
1.791 12.742(83.864) 0.81
Brand associate BL20 0.758
BL18 0.731
BL21 0.719

further proceeded factor analyses and oblique rotation;
the explained variance was 83.864% as shown in Table
1.
The analysis of the correlation between brand image
and customer satisfaction
(0.247) and brand association (0.203).
Through multiple regression analyses to check
hypotheses H1, H2 and H3, the results showed that brand
value (t = 2.955, p < 0.01) and brand characteristics (t =
2.467, p < 0.01) appeared significant effects on customer
satisfaction. In this case, H1 and H2 were agreed; yet, H3
was not agreed as shown in Table 2.

With Pearson correlation analysis, the three dimensions

in brand image and customer satisfaction achieved The interference of demographic variables
notably positive relation (p < 0.05), where brand value
presented the highest correlation (0.322) with customer With analyses of variance, it was found that brand value
satisfaction. The followings were brand characteristics (F = 3.846, p < 0.01) and brand characteristics (F = 3.164,
 Lin 7737

Table 2. Multiple regression analyses of the factor in theater elements to customer satisfaction.

Non standardized coefficient Standardized coefficient t

Predicted variable
estimate value Standard error distribution
Factor 2.564 0.338 - 8.715
Brand value 0.283 0.089 0.208 2.955**
Brand characteristic 0.138 0.074 0.191 2.467**
Brand association 0.126 0.051 0.029 0.358
*p < 0.05, **p <0.01.

Table 3. Different demographic variables relate to the brand image and customer satisfaction.

Factor to service Gender Age Occupation Educational background Monthly income

Brand value p > 0.05 p < 0.01 p < 0.05 p < 0.01 p < 0.01
Brand characteristic p > 0.05 p < 0.01 p < 0.05 p < 0.01 p < 0.01
Brand association p > 0.05 p > 0.05 p < 0.05 p < 0.05 p < 0.05
The assumption examination H4: Not agreed H5: Partially agreed H6: Agreed H7: Agreed H8: Agreed

3.164, p < 0.01) appeared significant differences
on customer satisfaction. Different occupation
presented notable differences on brand value (F =
2.916, p < 0.01), brand characteristics (F = 2.167,
p < 0.01) and brand association (F = 1.851, p <
0.05). Different educational background revealed
significant differences on brand value (F = 3.061,
p < 0.01), brand characteristics (F = 2.834, p <
0.01), and brand association (F = 2.539, p < 0.01).
Different monthly income levels showed notable
differences on brand value (F = 3.437, p < 0.01),
brand characteristic (F = 2.831, p < 0.01), and
brand association (F = 2.069, p < 0.05). There-
fore, H5 was partially agreed; H6, H7, H8 were
agreed; however, H4 was not agreed as sown in
Table 3.
CONCLUSION AND SUGGESTION
The important point of brand image in catering
industry is the customer benefit brought by the
brand that the brand essence is delivered to the
customers. Based on the process to gradually
establish the brand image in catering industry, stu-
dies on customer satisfaction and the integration
of brand image could be applied to the establish-
ment of brand image to thoroughly meet customer
satisfaction.
Study on customer satisfaction
The brand image target in catering businesses is
the targeted customers of the brand. Modern
customer-oriented marketing theory requires an
enterprise to take customer satisfaction into
account when making decisions and establishing
brand image. Because the establishment of brand
image in catering industry lies in customer
satisfaction, studies on customer satisfaction has
become the first priority to establish brand image.
Based on customer demands, studies on custo-
mer satisfaction could help understand, associate,
and expect the products of the brand in catering
businesses that would further benefit the confor-
mation of brand image and the development.
Internalize the value of brand image
The brand image in catering industry presents
7738 Afr. J. Bus. Manage.
comprehensiveness that deeper key point of brand
image, the connotation of the brand image, would be
ignored when simply considering the superficial images
of name and mark. Consequently, the establishment of
brand image in catering industry is to firmly establish a
brand image basis. It is crucial to internalize the spirit of
the brand to brand image so as to meet customer
satisfaction. The meaning that a brand holds for a long
period of time lies in its value, from which the foundation
of a brand is confirmed and the connotation of brand
image is originated. To speak more concretely, the
connotation of the brand image in catering industry
consists of customer satisfaction.
Integrated promulgation of brand image
Integrated promulgation is important to establish brand in
catering industry as it establishes a connection between
customers and brand image. If only the core value of the
catering business is delivered to the target customer and
achieved customer satisfaction, the directivity of brand
image in the catering business would be more explicit.
That is, only when the core value of brand image spreads
to a customer will the brand image in the catering
business be clearly established in the brain of the
customer.
REFERENCES
Aaker D (1991). Manage Brand Equity, New York: The Free Press.
Aaker DA (1996). Measuring Brand Equity Across Products and
Markets. Calif. Manage. Rev., 38(3):pp.102-120.
Ballantyne R, Warren A, Nobbs K (2005). The evolution of brand choice.
Brand Manage., 13(4/5):339-352.
Bearden WO, Mason J (1984). An Investigation of Influences on
Consumer Complaint Reports, Adv. Consum. Res., 11(4).pp. 490-
495.
Berry LL, Parasuraman A (1991). Marketing Services: Competing
through Quality (New York: The Free Press.
Biel AL (1992). How Brand Image Drives Brand Equity. J. Advertising
Res., 32:6-12.
Chen ZS (2001). The strategy of the brand association of thought to the
research (the Hong Shen Chin copy chief) of brand rights influence,
management college journal. 18(1): 75-98.
Chen YR (2004). The management in the south Taiwan shopping
center, brand image and customer loyalty study, the Master class in
institute of the Yi Shou University management. Unpublished.
Chen MC (2008). The service innovation, service quality and customer
satisfaction relate to the research of mode-with gas station consumer
for example. The long glory university high level manages Master's
incumbency particularly class Master's thesis.
Chi WH (2007). The research of service quality in the news website,
customer satisfaction and loyalty relation. Qual. College J., 14(3):
285-299.
Czepiel JA, Larry J, Rosenberg AA (1974). Perspectives on Consumer
Satisfaction. Quoted in AMA Educators’ Proceedings (Chicago:
American Marketing Association). pp. 119-123.
Day RL, Landon EF (1977). Toward a Theory of Consumer Complaining
Behavior, in Consumer and industrial Buying Behavior,
Archwoodside, Jagdish Sheth and Peter Bennett, eds. Amsterdam:
North Holland Publishing Company Press.
Dobni D (1990). In Search of Brand Image: A Foundation Analysis, Adv.
Consum. Res., 17: 110-119.
Emel E, Derya SK Nafiz DM (2009). Sales and marketing problems of
small and medium sized forest products enterprises in Turkey. Afr. J.
Bus. Manage., 4(7):1416-1422.
Fonvielle W (1997). How to Know What Customer Really Want, Training
and Development. 51(9): 40-44.
Graeff TR (1996). Using Promotional Message to Manage the Effects of
Brand and Self-Image on Brand Evaluations. J. Custom. Market.,
13(3): 4-18.
Gensch DC (1978). Image-measurement segmentation. J. Market. Res.,
15: 84-94.
Gu QY (2005). The service quality, service is worth of, the research of
customer satisfaction and the relation of the customer loyalty-take
certain health inspection center in the medical center in the south
Taiwan as an example. The national Cheng Kohng university high
level manages Master's incumbency particularly class Master's
thesis.
Hong QC, Hong QY, Zhu ZZ (2008). Consumer behavior, version
10.Taipei City: east Taiwan.
Huang JY (2000). Sell a management: Strategy standpoint .Taipei;
Taiwan.
Jose GVH and Mohammad RN (2009), An exploration of Tijuana - San
Diego marketing environment and marketing border of health service
in Tijuana. Afr. J. Bus. Manage., 4(12): 2424-2429
Lin Xin Fang (2005). Purchase the research of decision factor, brand
consciousness and the relation of the customer loyalty-take travel
agency as an example. The Yi Shou University. Unpublished Master's
thesis.
Joewono TB, Kubota H (2007). User Satisfaction with Paratransit in
Competition With Motorization in Indonesia: Anticipation of Future
Implications. Transportation, 33(3): 337-355.
Kotler P, Keller KL (2006).Marketing Management, New Jersey:
Pearson Education. 12:170-191.
Lin WB (2007). The Exploration of Customer Satisfaction Model from a
Comprehensive Perspective, Expert Systems with Applications.
Lin SW (2005). The brand image, service quality and consciousness are
worth of, the research of customer satisfaction and the relation of the
customer loyalty: Take trip industry as an example.The Chin Yi
University tourist business department institute. Unpublished Master's
thesis.
Magid JM, Anthony D, Dena S (2006). Quantifying Brand Image:
Empirical Evidence of Trademark Dilution. Am. Bus. Law J., 43(1): 1-
42.
Mevhibe A, Erdo an G (2009), Implementations of geographical
indications at brand management of traditional foods in the European
Union. Afr. J. Bus. Manage., 4(6):1059-1068.
Ostrom A, Iacobucci D (1995). Consumer trade-offs and the evaluation
of services. J. Mark., 59(1): 17-28.
Robert AO, Patrick AKA (2009). The preference gap: Ghanaian
consumers’ attitudes toward local and imported products. Afr. J. Bus.
Manage., 3(8): 350-357.
Porter SS, Cindy C (1997). The Influence of Brand Recognition on
Retail Store Image. J. Prod. Brand Manage., 6: 373-387.
Reichheld FF, Sasser EW (1990). Zero Defections: Quality Comes to
Services. Harv. Bus. Rev., 68: 105-111.
Romaniuk J, Sharp B (2003). Measuring brand perceptions: Testing
quantity and quality. J. Target. Meas. Anal. Mark., 11(3): 218-229.
Rory P. Morgan (2000). A Consumer-Orientated framework of brand
equity and loyalty. Int. J. Mark. Res., 42(1): 65-78.
Roth Martin (1994). Innovations in Defining and Measuring Brand
Equity. (Provo, UT: Association for Consumer Research) Adv.
Consum. Res., 21: 471-496.
Que HS (1990). July consumer complains the research of behavior and
its impact factor and manages a theory to talk. pp. 155-173.
Sang HK (2009). The effect of emotional intelligence on salesperson's
behavior and customers' perceived service quality. Afr. J. Bus.
Manage., 4(11): 2343-2353.
Seyed MM, Fereydun V, Gholamreza J, Ali MM (2009),Analysis and
establishment of bus rapid transit (BRT) on customer satisfaction in
Tehran. Afr. J. Bus. Manage., 4(12): 2514-2519.

Singh J (1990). A Typology of Consumer Dissatisfaction Response
Style. J. Retail., 66(1): 57-99.
Shahbaz S, Hans RK, Israr A, Imran MQ (2009). Cause related
marketing campaigns and consumer purchase intentions: The
mediating role of brand awareness and corporate image. Afr. J. Bus.
Manage., 4(6): 1229-1235.
Su XD (2005). The customer relation manages and loyalty: The
information applies, the subject research of brand image and contact
result. The Yuen Zhi University. Unpublished Master's thesis.
Shi YY (2006). The international well-known image of the cartoon
character authorization merchandise brand, brand relates to article
quality and relate to quality to the research of brand loyalty influence.
The Da Yep University. Unpublished Master's thesis.
Swan JE, Oliver RL (1989). Equity and Disconfirmation Perception as
Influences on Merchant and Product Satisfaction. J. Consum. Res.,
16: 372–383.
Webster FEJ (1994). Defining the New Marketing Concept, Market.
Manage., 2: 22-31.
Wu WY, Fu CS (2009). Services officer cognitions toward marketing
planning: A hierarchical cognition of marketing audit model, Afr. J.
Bus. Manage., 3 (6): 260-267
Lin 7739
Xu YR (2006). Construct the relation study of the company brand
image, brand loyalty and of the customer response. The National
University of Taipei. Unpublished Master's thesis.
Yang JZ (2002). The customer service innovation is worth of Taipei, the
corporation of Wei develops center.
Yang Yu Ren (2006). The research of the server industry brand image.
The Fu Ren University. Unpublished Master's thesis.
Zaichowsky J, Liefield J (1977). Personality Profiles of Consumer
Complaint Writers, Consumer Satisfaction, Dissatisfaction and
Complaint Behavior, Bloomington: Indiana University Press.
Zeithaml VA, Bitner MJ (2000). Services Marketing: Integrating
Customer Focus Across the Firm, New York: McGraw-Hill Inc.
Zhang ZJ (2007). The sneakers brand image of consumer is to the
research of customer loyalty influence: The identification of the mode
of the line structure equation. Taipei municipal education university,
athletics department Master class. Unpublisshed Master's thesis.
Zhang C, Mo W (2008). Sell a management the convenience post.
Taipei City: the Ding Mouw.