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Research Paper | Management | Indonesia | Volume 3 Issue 12, December 2014

Analysis of The Effect of Service Quality to The Customer Satisfaction and Brand Image in the Enhaii Restaurant

Siti Yulia Irani Nugraha | Sukarno Wibowo | Harry Soeparman

Abstract: Research was conducted at the ENHAII Restaurant in Setiabudi 186 Bandung from September 14th to October 14th 2014. The purpose of this research was to investigate the effect of service quality on customer satisfaction and brand image.100 consumers were obtained by accidental sampling method. Primary data were collected from instructured quesionairre, whereas secondary data were gathered the restaurant and other related sources. Factor analysis and path analysis were applicated to analyse the data. The result showed that consumer satisfaction toward ENHAII restaurant was positive and direct influenced by consumer perceptions of service, producer concern and perceptions toward ease of parking. Characteristic consumer have a negative and direct influenced to consumer satisfaction. Whereas consumer perceptions of service, producer concern, perceptions toward ease of parking, and consumer satisfaction have a positive and direct effect on ENHAII restaurant brand image.

Keywords: costumer satisfaction, brand image, service quality, ENHAII

Edition: Volume 3 Issue 12, December 2014,

Pages: 2319 - 2321