The Effect of Restaurant Brand Risk Event to Brand Trust - Case by Hot Pot Restaurant Chain

ASIAIR > College of Management > Department of Leisure and Recreation Management > Theses & dissertations > Item 310904400/107399

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Title:	The Effect of Restaurant Brand Risk Event to Brand Trust - Case by Hot Pot Restaurant Chain
Authors:	CHEN, SHIH-MING
Contributors:	休閒與遊憩管理學系
Keywords:	Risk Event;Brand Trust;Hot Pot Restaurant Chain
Date:	2017
Issue Date:	2017-09-13 07:04:41 (UTC+0)
Publisher:	亞洲大學
Abstract:	Restaurant is an important social and eating place when personal income was raising and individual living style have changed. Because of the operational process is easy to standardize and copy, hot pot restaurant now is very popular in high competitive environment of restaurant industry. In recent years, many food safety and eating risk event were endangered the brand image and brand trust from customers for restaurant industry. This study used two risk event occurred in Tripodking group on 2014 to understand causes of brand risk and their effects to brand trust. Furthermore, questionnaires collection from customers and staffs are used to study the level of brand trust. The results shows that external economic attack, external information attack, error and breakdown, and cognition were four major risk causes. Besides, the mean value of customers and staffs’ brand trust were higher than normal. Based the findings, to improve product and service quality to fit the rule of food safety, to confirm and manage every problems from customers or media report, and to united internal organization to rebuild brand trust for stakeholders are three suggestions for risk management of this case.
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

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