Determinants of Brand Loyalty in Fast Food Restaurant in North Cyprus: Cases of Johnny Rocket & Burger City
| dc.contributor.advisor | Fethi, Sami | |
| dc.contributor.author | Eyibio, Eyo Sophia | |
| dc.date.accessioned | 2019-05-03T07:03:39Z | |
| dc.date.available | 2019-05-03T07:03:39Z | |
| dc.date.issued | 2017-02 | |
| dc.date.submitted | 2017 | |
| dc.department | Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration | en_US |
| dc.description | Master of Business Administration. Thesis (M.B.A.)--Eastern Mediterranean University, Faculty of Business and Economics, Dept. of Business Administration, 2017. Supervisor: Prof. Dr. Sami Fethi. | en_US |
| dc.description.abstract | This thesis examines the determinant of brand loyalty such as dining experience, restaurant image, and customer satisfaction in the case of the fast food sector in North Cyprus-Famagusta. Regression analysis, t-test and ANOVA analysis were conducted to investigate the relationship between Brand loyalty and its determinants. One hundred and ninety-three responses were collected through the use of questionnaires from students of Eastern Mediterranean University and customers of Johnny Rocket & Burger City for the analysis. The results of the thesis revealed that dining experience, restaurant image, and customer satisfaction are all significant and have a positive influence on brand loyalty in the fast food sector. The results also show that male and female customers have different opinions about fast food restaurant in North Cyprus whereas customer opinions about fast food restaurant in North Cyprus differ according to their age. Lastly, the results illustrate that customers being satisfied are not a guarantee for their loyalty. Keywords: Brand loyalty, Dining experience, Restaurant Image and Customer satisfaction, regression analysis, ANOVA test, North Cyprus. | en_US |
| dc.description.abstract | ÖZ: Bu tez, Kuzey Kıbrıs-Mağusa'daki fast food sektöründe yemek deneyimi, restoran imajı ve müşteri memnuniyeti gibi marka sadakati belirleyicisini inceliyor. Marka sadakati ile belirleyicileri arasındaki ilişkiyi araştırmak için regresyon analizi, t-testi ve ANOVA analizi yapılmıştır. Analiz için Doğu Akdeniz Üniversitesi öğrencileri ve Johnny Rocket & Burger City müşterilerinin anketleri kullanılarak yüz doksan üç yanıt gönderilmiştir. Tezin sonuçları, yemek deneyimi, restoran imajı ve müşteri memnuniyetinin önemli olduğunu ve fast food sektöründe marka sadakati üzerinde olumlu bir etkisi olduğunu ortaya koydu. Elde edilen sonuçlar ayrıca Kuzey Kıbrıs'ta fast food lokantası konusunda farklı görüşleri olan erkek ve kadın müşterilerin Kuzey Kıbrıs'ta fast food lokantası ile ilgili müşteri görüşleri yaşlarına göre farklılık gösterdiğini göstermektedir. Son olarak, sonuçlar tatmin olan müşterilerin sadakatlerinin garantisi olmadığını göstermektedir. Anahtar Kelimeler: Marka sadakati, Yemek deneyimi, Restoran imajı ve müşteri memnuniyeti, regresyon analizi, ANOVA testi, Kuzey Kıbrıs. | en_US |
| dc.identifier.citation | Eyibio, Eyo Sophia. (2017). Determinants of Brand Loyalty in Fast Food Restaurant in North Cyprus: Cases of Johnny Rocket & Burger City. Thesis (M.B.A.), Eastern Mediterranean University, Institute of Graduate Studies and Research, Dept. of Business Administration, Famagusta: North Cyprus. | en_US |
| dc.identifier.uri | https://hdl.handle.net/11129/4113 | |
| dc.language.iso | en | |
| dc.publisher | Eastern Mediterranean University EMU | en_US |
| dc.relation.publicationcategory | Tez | |
| dc.rights | info:eu-repo/semantics/openAccess | en_US |
| dc.subject | Business Administration | en_US |
| dc.subject | Branding (Marketing)-Brand loyalty-Brand choice-Restaurants-Cyprus | en_US |
| dc.subject | North | en_US |
| dc.title | Determinants of Brand Loyalty in Fast Food Restaurant in North Cyprus: Cases of Johnny Rocket & Burger City | en_US |
| dc.type | Master Thesis |
