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The Effect of Extrinsic Product Cues and Customer Services/Sales Personnel on Restaurant Image, KPK, Pakistan

Author

Listed:
  • Murad Hussain
  • Hafiz Ullah
  • Sheikh Raheel Manzoor
  • Khurshed Iqbal

Abstract

This research study analyzes the effect of extrinsic product cues (store name, brand name, price) and customer service on restaurant image of Khyber Pakhtunkhwa (KPK), Pakistan. The self-administered questionnaire was distributed among the customers of?? six well known restaurants of two cities of KPK, Pakistan. The names of these two cities are Peshawar and Kohat. This research study uses regression and correlation techniques in order to analyze the relationship as well as effect between extrinsic product cues (store name, brand name, price) and customer service on restaurant image. The result of the study demonstrates that there is a significant positive impact of predictors on the response variable. The study recommends favorable extrinsic product cues and customer services enhance the image of the restaurant. Future research areas have also been indicated in this study. Key words- Brand name, Store name, Price, Customer service & Restaurant image

Suggested Citation

  • Murad Hussain & Hafiz Ullah & Sheikh Raheel Manzoor & Khurshed Iqbal, 2011. "The Effect of Extrinsic Product Cues and Customer Services/Sales Personnel on Restaurant Image, KPK, Pakistan," International Journal of Learning and Development, Macrothink Institute, vol. 1(1), pages 40-58, June.
    • Handle: RePEc:mth:ijld88:v:1:y:2011:i:1:p:40-58
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    References listed on IDEAS

    as
    1. Robert O’brien, 2007. "A Caution Regarding Rules of Thumb for Variance Inflation Factors," Quality & Quantity: International Journal of Methodology, Springer, vol. 41(5), pages 673-690, October.
    2. Rao, Akshay R & Monroe, Kent B, 1988. "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 253-264, September.
    3. Winer, Russell S, 1986. "A Reference Price Model of Brand Choice for Frequently Purchased Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 250-256, September.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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