UPM Institutional Repository

Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses


Han, Heesup and Hong, Ngoc Nguyen and Song, Hak Jun and Chua, Bee Lia and Lee, Sanghyeop and Kim, Wansoo (2019) Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses. Journal of Quality Assurance in Hospitality and Tourism, 20 (5). pp. 617-645. ISSN 1528-008X; ESSN: 1528-0098


This research aimed to explore the impact of social network services (SNS) sales promotions on the brand loyalty generation process by considering the role of brand attitude, awareness, service quality, experience, trust, and attachment in the chain steakhouse industry. A field survey was conducted to collect data in a metropolitan city of South Korea. According to our structural equation modeling results, SNS sales promotions significantly increased loyalty and its antecedents, and brand attachment had the greatest influence on brand loyalty. The mediating impact of study variables was also identified. The proposed model had a satisfactory level of prediction power for loyalty. Overall, our findings provided important insights into how steakhouse practitioners can deal with SNS as essential promotional tools and provided valuable insights into why using SNS sales promotions is critical in the fast-changing chain restaurant industry.

Download File

[img] Text
Role of social network services .pdf

Download (9kB)

Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.1080/1528008X.2019.1579078
Publisher: Routledge
Keywords: Chain steakhouse industry; Social network services; Sales promotions; Brand loyalty; Brand attachment; Restaurant customers
Depositing User: Mr. Sazali Mohamad
Date Deposited: 13 Aug 2021 10:22
Last Modified: 13 Aug 2021 10:22
Altmetrics: http://www.altmetrics.com/details.php?domain=pasir.upm.edu.my&doi=10.1080/1528008X.2019.1579078
URI: http://psasir.upm.edu.my/id/eprint/82046
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item