Brand Personality and Customers’ Behavioural Intentions in Upscale Quick Service Restaurants(QSRs) in a University Community in Port Harcourt, South-South Nigeria: Mediating Role of Brand Satisfaction
Keywords:
Brand personality, Repurchase Intention, Brand Satisfaction, Brand LoyaltyAbstract
The study investigated the direct and indirect effect of brand personality on customers‟ behavioural intentions with brand satisfaction as a mediator in upscale Quick Service Restaurants (QSRs) in a university community in the hospitality industry in the garden city of Port Harcourt, Rivers State, Nigeria. The descriptive survey research generated data from 150 customers found in the QSRs during the survey with the use of a well structured questionnaire containing 12 scale items, with four demographic items. The result of the inferential statistical analysis with the aid of SPSS showed that customers‟ behavioural intentions towards the upscale QSRs is driven by brand personality. The mediating role of brand satisfaction also exist significantly between brand personality and customers‟ behavioural intentions. Entrepreneurs and their managers operating upscale QSRs in the hospitality industry are expected to build capabilities in the area of humanising the experiential value conceptualisation and delivery based on the needs and expectations of their target market.
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