THE EFFECTS OF BRAND IMAGE ON CUSTOMER LOYALTY IN THE HOSPITALITY INDUSTRY. A CASE STUDY OF ODEFO RESTAURANT IN THE NEW JUABEN SOUTH MUNICIPALITY

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