Abstract:
Branding has become important with the proliferation of the hospitality industry.
Customers often are seen hopping from one restaurant to the other depending on the
kind of services offered. The problems envisaged as a result of loss of customers’
service are damage to corporate image, low profitability, loss of competitive
superiority, etc. This study was therefore designed to assess the role of brand image in
customer loyalty using Odefo Restaurant as a case study. The study aimed at examining,
customer’s perception of brand image at the restaurant and the effects of service quality
delivery strategies that plays a role on customer loyalty. A sample size of 140
respondents was chosen for the study. Data was obtained through the use of
questionnaires. Findings from the study revealed that the restaurant had service quality
delivery and the strategies are reviewed quarterly. Another finding revealed that the
customers were satisfied with the physical serene of the restaurant. In terms of
reliability, customers justified that the staff were reliable and delivered their services to
expectation. Finally, it was also revealed that, most of the customers agreed on the
restaurants willingness to help solve customer problems. Based on the findings it was
recommended that the restaurant should connect with it’s customers to so as to identify
their needs and wants in order to satisfy them profitably. The restaurants should
improve its communication tools. Last and not least, Odefo Restaurant, Koforidua
should improve its transaction system by improving some new features like the
accepting of mobile money for payments. These suggestions are likely to impact on
customer loyalty and retention of its customers
