| Summary: | 碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 101 === The purpose of this study was to examine the relationships among exotic restaurants image, satisfaction and loyalty as well as clarify the moderating influences of familiarity in their relationships. A total of 296 valid questionnaires were collected from a sample of customers in Thai Town Cuisine. Structural equation modeling was used to estimate a model linking exotic restaurants image, satisfaction to loyalty.
As expected, the results show that customers having greater restaurants image leads to a high level of satisfaction and loyalty; satisfaction also positively and significantly influenced loyalty. The findings further revealed that familiarity moderated the effect of the relationships among exotic restaurants image, satisfaction and loyalty. This indicates that the higher the level of familiarity, the larger is the likelihood that satisfaction will lead to greater loyalty; the lower the level of familiarity, the larger is the likelihood that exotic restaurants image will lead to greater loyalty. The results are suggested to be useful references for the exotic restaurants’ managers while improving restaurants image(low familiarity) and satisfaction(high familiarity), in order to increase the level of loyalty.
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