International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2023 Volume 11 Issue 14
Available Online: 31 December 2023
Author/s:
Marasigan, Mary Angelica Y.
Doctor of Philosophy in International Hospitality and Tourism Management (mayaylagan@yahoo.com)
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study aimed to measure the innovation practices, brand equity and critical success factor among casual dining restaurant business in CALABARZON region. More specifically, the study presented the profile of the respondents in terms of age, gender, civil status, frequency of visit to a casual dining restaurant, companion when visiting a casual dining restaurant and purpose of visit; determined the innovation practices of casual dining restaurants relevant to products, services, process and marketing innovations; evaluated the brand equity dimensions of the casual dining restaurants in terms of brand image, brand loyalty, brand preference, brand leadership; assessed the critical success factor of the casual dining restaurant in terms of atmosphere, employee competence, product mix, price, convenience; tested the significant difference on the responses when grouped according to the profile variables; tested the significant relationship between innovation practices, brand equity and critical success factor; lastly, proposed a framework of critical success factor for innovation and brand equity management of casual dining restaurants in CALABARZON region. The researcher used descriptive correlation research method in gathering data, describing the essential relevant evidence. Based on the result of the study in terms of innovation practices, the respondents appreciate the process that had been innovated by the casual dining restaurants followed by marketing, service, and product innovation. In terms of brand equity, based on the result; brand image was the most assessed by the respondents, next was loyalty, then leadership and preference. Therefore, customers showed positive thoughts of inviting others to dine in the restaurant because of its affordable price and good service. For critical success of the casual dining restaurants, based on the assessment of the respondent’s employee competence was given the highest agreement, followed by atmosphere, product mix, convenience, and price. Lastly, the researcher was able to propose a framework for innovation practices, brand equity and critical success factor among casual dining restaurants in CALABARZON.
Keywords: innovation practices, brand equity, critical success factor, casual dining
DOI: https://doi.org/10.5861/ijrsm.2023.1175
Cite this article:
Marasigan, M. A. Y. (2023). Innovation practices, brand equity and critical success factor among casual dining restaurant business in CALABARZON region. International Journal of Research Studies in Management, 11(14), 27-41. https://doi.org/10.5861/ijrsm.2023.1175