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Consumer loyalty in the restaurant industry: A preliminary exploration of the issues

Mona A. Clark (School of Management and Consumer Studies, University of Dundee, Dundee, UK)
Roy C. Wood (The Scottish Hotel School, University of Strathclyde, Glasgow, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 May 1999



This article looks at the outcome of a questionnaire designed to explore factors relevant to engendering consumer loyalty in restaurant choice. The sampling frame comprises people with relatively homogeneous characteristics who dine out with some frequency. The overall objective was to question certain assumptions that have become current in academic discussions of consumer behaviour with particular relevance to consumer loyalty. Findings suggest that the quality and range or type of food are key determinants in consumer loyalty, but that the concept of “quality of food” offers a range of interpretations and thus requires more careful investigation. Additionally, the concept of the “meal experience” as a holistic abstraction in the consumer’s mind is called into question as a consequence of the analysis. Tangible rather than intangible factors are identified as being of greater importance in consumer loyalty.



Clark, M.A. and Wood, R.C. (1999), "Consumer loyalty in the restaurant industry: A preliminary exploration of the issues", British Food Journal, Vol. 101 No. 4, pp. 317-327.




Copyright © 1999, MCB UP Limited

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