The restaurant industry in Taiwan embeds a property of easy entrance in nature, how to build customer loyalty for encouraging customers to visit repeatedly is an essential challenge for every restaurant manager. This article employs the DANP methodology proposed by Ou Yang et al. (2008), which originally combined the models of DEMATEL and ANP, to explore the criteria and their priority for building restaurant customer loyalty. The thirteen criteria are extracted from past literature and consult with scholars and advanced experts who are excellent in restaurant sector, then categorizes those criteria into four clusters. The research results will expect to contribute the following issues while building restaurant customer loyalty: (1) Identify the effective criteria; (2) Clarify the cause-effect relations between clusters; (3) Depict the strategy map of clusters; (4) Rank the priority of criteria; (5) Provide suggestions to restaurant managers when they deal with customer loyalty establishment. Finally, this article will further contrast the priority difference between chain restaurant and well-known local independent restaurant.

Authors:
Hsin-ya Tsai, National University of Kaohsiung, Taiwan

About the Presenter(s)
Ms. Tsai is a master student, who studying at National University of Kaohsiung, and study in Institute of Business and Management. The main research field is Marketing.

See this presentation on the full schedule – Sunday Schedule

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