Exploring the Effect of Customer Equity on the Formation of Chain Restaurant Brand

Subject Areas : مدیریت

Ahmad Rahchamani ¹ (استادیاردانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران)
Sudeh Salimi ² (کارشناسی ارشد مدیریت اجرایی، دانشگاه آزاداسلامی، واحد قزوین، قزوین، ایران (عهده دار مکاتبات))

Received: 2014-03-07 Accepted : 2014-08-20 Published : 2014-11-22

Keywords: Customer Equity, Brand Equity, Relationship equity,

Abstract :

Recently, customer equity is proposed by researchers as an important factor for the successful marketing. This includes chain restaurant industry too.  There are different models considering the customer equity through three main factors as relationship equity, brand equity, and reached equity. The aim of this research is to explore the effect of customer equity determinant on the formation of chain restaurant. Considering that the statistical society of this research is the customers of Ayda chain restaurant in Karaj City, a sample of 384 customers was selected. In order to collect the required data questionnaire was used. Data analysis with the use of factor analysis and structural equation modeling has been done. The results showed that brand equity, relationship equity and reached equity positively affect customer equity in the formation of the chain restaurants brand. Also, the results showed that brand equity and reached equity have positive effect on relationship equity.