Dining Experience, Perceived Restaurant Image and Guest Loyalty in Full - Service Restaurants in Kampala -Uganda.

TABLE OF CONTENTS

DECARATION

APPROVAL

ACKNOWLEDGEMENTS

TABLE OF CONTENTS iv

LIST OF TABLES ix

ABSTRACT

Background to the study 1

Statement of the problem 3

Purpose of the study 3

Research objectives 3

Research questions 4

Scope of the study 4

Significance of the study 5

The conceptual framework 5

Definition of concepts 5

Guest loyalty

Dining experience 5

Perceived restaurant image 5

V

Guest satisfaction .5

LITERATURE REVIEW 7

Dining experience and guest satisfaction 9

Dining experience and guest loyalty 11

Guest satisfaction and guest loyalty 12

Perceived restaurant image and Guest loyalty 13

METHODOLOGY 15

Study population and sample size 15

Study population 15

Samplesize 15

Sampling design and procedures 16

Data collection method 17

Measurement of the variables 17

Dining experience 17

Perceived restaurant image 1 8

Guest satisfaction 18

Data process 19

Validity and Reliability 19

Content validity of the measurement items 19

vi

Reliability of the measurement scale 20

Data analysis 20

PRESENTATION AND TNTERPRETATION OF THE FINDINGS 21

Response rate 21

Sample characteristics 21

Correlation 23

The relationship between dining experience and guest satisfaction 23

The relationship between dining experience and guest loyalty 24

The relationship between guest satisfaction and guest loyalty 24

The Relationship between perceived restaurant image and guest loyalty 24

Predictio ii of the independent variables on the dependent variable 24

DISCUSSION, CONCLUSION AND IMPLICATIONS 26

Discussion 26

Conclusion 30

Implications 30

Theoretical implication 30

Managerial implications 31

Study limitations and suggestions for further research 32

REFERENCES 34