The Effect of Extrinsic Product Cues and Customer Services/Sales Personnel on Restaurant Image, KPK, Pakistan

Abstract

Abstract This research study analyzes the effect of extrinsic product cues (store name, brand name, price) and customer service on restaurant image of Khyber Pakhtunkhwa (KPK), Pakistan. The self-administered questionnaire was distributed among the customers of   six well known restaurants of two cities of KPK, Pakistan. The names of these two cities are Peshawar and Kohat. This research study uses regression and correlation techniques in order to analyze the relationship as well as effect between extrinsic product cues (store name, brand name, price) and customer service on restaurant image. The result of the study demonstrates that there is a significant positive impact of predictors on the response variable. The study recommends favorable extrinsic product cues and customer services enhance the image of the restaurant. Future research areas have also been indicated in this study. Key words: Brand name, Store name, Price, Customer service & Restaurant image