Hospitality Administration and Management Commons^™

The Influence Of Social Responsibility Image Relative To Product And Service Quality On Brand Loyalty: An Exploratory Study Of Quick-Service Restaurants, Allen Z. Reich, Yueying Hazel Xu, Ken W. Mccleary

Hospitality Review

Social responsibility (SR) is becoming an increasingly significant component of many firms’ strategic planning decisions. Research has shown that consumers tend to reward socially responsible behavior. However, there has been little testing of the construct in the hospitality industry. Additionally, when other important variables that influence consumer brand loyalty are considered, will brand social responsibility image (BSRI) still play a significant role? This study investigates the importance of SR and its impact on brand loyalty, relative to product quality and service quality in the quick-service restaurant industry. The authors were also interested to learn whether BSRI impacted consumers' image of …