The role of customers perception on restaurant brand in some selected restaurant in Katsina metropolis

Description

Abstract

The role of customers perception on restaurant brand in some selected restaurant in Katsina metropolis. Food service businesses delight customers and engage them as collaborators in the brand Perception process by creating and maximizing brands through the satisfactory delivery of products and services. While the role of customer perception on restaurants’ brand creation has become a key concept in service marketing, questions remain for supporting customer value creation, techniques of firm innovativeness to affect the customer’s value creation behavior, and the mechanism for integrating customers into the co-creation processes. The primary purpose of this study is to examine the role of customer co-creation behavior at casual dining restaurants. To achieve this goal, the study applies conceptual Service-Dominant logic emphasizing the role of customer co-creation behavior and the objective of the study to find out what is brand preference, to examine the customers perception on restaurant product, to find what is customer satisfaction, to know how product variety, brand evaluation, and brand choice. In addition to this important behavioral role, the study investigates the potential antecedents (i.e., customer perception of restaurant innovativeness) of customer co-creation behavior and its consequences (i.e., customer satisfaction and customer conative loyalty). Keywords: Role, Customer, Brand Perception and Restaurant.