The effect of food and service quality and restaurant image on brand loyalty: The case of Anhouse restaurant

This research was conducted to examine the factors affecting customer satisfaction and brand loyalty in food and beverage businesses. The data collected through a survey conducted on anchovy restaurant customers were analyzed. In the first stage of the research, it was tested whether perceived food quality, service quality, restaurant image, perceived price and customer satisfaction affect brand loyalty. The results showed that these variables affect brand loyalty. In the second stage, the customer satisfaction variable was included in the model and the significance of the path coefficients was tested. The findings showed that perceived food quality, service quality and restaurant image affect customer satisfaction, and customer satisfaction also affects customer loyalty. These findings show that businesses developing customer satisfaction-oriented strategies and improving food quality, service quality and restaurant image have the potential to increase brand loyalty. Keywords: Brand Loyalty, Service Quality, Restaurant Image, Customer Satisfaction, Customer Loyalty