Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses
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...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/82046/ http://psasir.upm.edu.my/id/eprint/82046/1/Role%20of%20social%20network%20services%20.pdf |
| _version_ | 1848859225881575424 |
|---|---|
| author | Han, Heesup Hong, Ngoc Nguyen Song, Hak Jun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo |
| author_facet | Han, Heesup Hong, Ngoc Nguyen Song, Hak Jun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo |
| author_sort | Han, Heesup |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T12:25:58Z |
| format | Article |
| id | upm-82046 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T12:25:58Z |
| publishDate | 2019 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-820462021-08-13T10:22:01Z http://psasir.upm.edu.my/id/eprint/82046/ Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses Han, Heesup Hong, Ngoc Nguyen Song, Hak Jun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo 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. Routledge 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/82046/1/Role%20of%20social%20network%20services%20.pdf 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 https://www.tandfonline.com/doi/abs/10.1080/1528008X.2019.1579078 10.1080/1528008X.2019.1579078 |
| spellingShingle | Han, Heesup Hong, Ngoc Nguyen Song, Hak Jun Chua, Bee Lia Lee, Sanghyeop Kim, Wansoo Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses |
| title | Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses |
| title_full | Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses |
| title_fullStr | Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses |
| title_full_unstemmed | Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses |
| title_short | Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses |
| title_sort | role of social network services (sns) sales promotions in generating brand loyalty for chain steakhouses |
| url | http://psasir.upm.edu.my/id/eprint/82046/ http://psasir.upm.edu.my/id/eprint/82046/ http://psasir.upm.edu.my/id/eprint/82046/ http://psasir.upm.edu.my/id/eprint/82046/1/Role%20of%20social%20network%20services%20.pdf |