Proceedings of 7th Asia-Pacific Business Research Conference
25 - 26 August 2014, Bayview Hotel, Singapore ISBN: 978-1-922069-58-0
The Cognitive-Affective-Conative Model of Restaurant Image
Chih-Peng Chu1, Cedric Hsi-Jui Wu2 and Yu-Ling Su3,*
Store image is an important concept for a restaurant, because restaurant
image influences customer behaviors such as restaurants choice, product
quality inference, and customer loyalty. Store image includes functional
attributes and psychological attributes. The almost studies evaluate store
image focused on functional attributes and consider merchandise quality,
store environment and so on as the components of sore image. But some
authors addressed that service employee, store environment, and
merchandise quality are antecedents of store image. Thus this study wants
to explore the nature of store/ restaurant image or its formation and its
antecedents. The driver factors of a restaurant or brand image formation
including past consumption experience, consumer personality, word of
mouth, publicity － a restaurant uncontrollable factors, and customers
perception of a restaurant’s marketing efforts － a restaurant controllable
marketing mix factors (7Ps).This study proposes a restaurant’s controllable
factors are antecedents of restaurant image framework. And this study
combines “image formation process” proposed by Gartner (1993) into the
conceptual framework of restaurant image. The framework proposed here
provides a conceptual paradigm for understanding how restaurant image
be created and managed. Future research would be to examine the
relationships among the components of this framework.
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* Corresponding author
1. Professor, Department of Business Administration, National Dong Hwa
chpchu@mail.ndhu.edu.tw
2. Professor, Department of Business Administration, National Dong Hwa
cedric@mail.ndhu.edu.tw
3. Lecturer, Department of Food and Beverage Management, Taiwan Hospitality &
Doctoral student of Department of Business Management, National Dong Hwa
yulingsu88@yahoo.com.tw
University, Taiwan,
University, Taiwan,
Tourism College &
University, Taiwan,